Do tourists want sustainability transitions? Visitor attitudes to destination trajectories during COVID-19

Abstract

The need for more sustainable tourism has long been recognised, and the COVID-19 pandemic precipitated renewed calls for large-scale and rapid transformation of the sector. Attractive as such calls were, implementing aspirations for more sustainable futures requires significant ‘buy-in’ from the demand side. Yet, substantive evidence of tourists desiring more sustainable futures was lacking. This paper aims to address this empirical deficit and to critically reflect on early pandemic rhetoric calling for transformative change. It reports on the results from a panel survey conducted with visitors to Northern Devon—a UK destination with a long-standing commitment to sustainable development—who stayed overnight in the region during Coronavirus restrictions. Of three possible trajectories for tourism development, the majority of respondents preferred a sustainable future. However, just under a quarter preferred a scenario associated with further growth in tourism, and this trajectory was perceived as the most likely to occur. Using a case-study approach, the paper critiques emergent discourse around sustainability transitions in tourism, highlighting a supply-side emphasis in extant analysis and the need for closer examination of tourist preferences for transitional pathways. If conceptual architectures from Transitions Studies are to support the implementation of sustainability transitions in tourism, both the Multi-Level Perspective and the Transitions Management approach must consider tourists’ perspectives on destination change more carefully.