More evidence of the impact of the economic downturn on holiday choices has emerged from an online survey of 1,000 UK adults by the consultancy Good Business.
According to the survey 46% of consumers said they had scaled back their holiday plans because of the recession.
At the same time the environment appears to be playing a bigger role in consumers' choice of holiday destination - 61% of respondents said they planned to find out more about the social and environmental effect of their holiday and 55% said they intended choosing a holiday that did not require air travel.
Good Business founder and chief executive Giles Gibbons said: "With less money in their pockets it seems many holidaymakers plan to look for cheaper alternatives in the UK this year.
"Some might see this as good news from an environmental perspective, with reductions in things like flights. However the social impact on foreign holiday destinations, many of which depend on tourism for employment and investment, could be devastating."
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