Abstract
When choosing a vacation destination, consumers consider various factors, such as culture, natural attractions, history and points of interest, among others. In this article we analyze whether the question of sustainability is a determining factor in the choice of tourist destinations. Therefore, the article investigates the relationship of the identity of tourist destinations, as presented at their official websites, according to sustainability characteristics, the evaluation of the destination and the intention of consumers to visit it. For this purpose, we conducted a quasi-experiment with official tourism websites of two countries, Brazil and Holland. The results reveal that the respondents did not tend to have positive attitudes regarding destinations that emphasize questions of sustainability in their promotion via websites. Furthermore, these elements do not appear to contribute to formation of a positive image and to increase the intention of visiting the destination.
Highlights
When choosing a vacation destination, consumers consider various factors, such as culture, natural attractions, history and points of interest, among others
This study is relevant because the longstanding theoretical discussion about the environment (HERBERGER, 1975) and sustainability shows that these questions contribute to the awareness of individuals and more sustainable behavior by societies
Sustainability can be understood as the equitable distribution of natural resources between generations, centered on social equality, cultural diversity, economic efficiency and protection and preservation of the environment (CIEGIS; CIEGIS; JASINSKAS, 2005)
Summary
I n choosing a vacation destination, consumers consider various factors, such as culture, natural attractions, history and points of interest, among others. The author observed that tourist activity, when structured with sustainability principles, can motivate tourists and generate positive effects on their preferences and choices (LACHER, 2012) Based on these and other studies in this area, the UNWTO (2011) considered that the motivation and behavior of tourists can be increasingly characterized by selectivity in choosing destinations, sensitivity to the environment and local culture, economic and social considerations and the expected quality of the experience. Considering that previous studies have theorized and empirically found that consumers tend to present more positive attitudes and buying intentions in relation to products and services that have sustainable and environmentally correct characteristics, we framed the following hypothesis: H1: Consumers will have positive attitudes toward travel destinations that stress questions of sustainability at their websites
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