Abstract
Research on sustainability and sustainable tourism has thus far avoided evaluating how tourists actually understand these terms. Instead, scholars have focused on the supply side, presuming a common and precise understanding of sustainability and sustainable tourism among all tourists and stakeholders. This study shows that most consumers link sustainability only to environmental issues, and understand sustainability differently from sustainable tourism. It finds significant interpersonal and intercultural differences regarding consumers’ conceptualisations of sustainability. The results illustrate that empirical research methodology for conceptualising consumers’ sustainability understanding frequently is doubtful or weak. This research exposes tourists’ limited understanding of sustainability, and helps tackle widespread scepticism about the effectiveness of sustainable tourism, by creating better informed sustainable tourism marketing.
Highlights
Sustainability 2021, 13, 8376. https://Sustainability is a universal concept, and an integral part of policy in many sectors
The discussion and promotion of sustainable tourism requires a conceptualisation which is understandable for travellers
Symbols are constructed and diffused through communication within social groups, and symbolic repertoires tend to vary across cultures
Summary
Sustainability is a universal concept, and an integral part of policy in many sectors. The United Nations, with its 17 Sustainable Development Goals (SDG). At a European level, the European Commission decided to implement the SDGs in their 2016 policy framework [2]. Local and regional authorities take a central role in that implementation, using planning, funding, and evaluation measures, especially at a regional level [3]. In Europe, tourism policy and marketing are frequently managed regionally by public bodies or public-private partnerships. Very often the areal layout of destinations is identical to local/regional political units. Actions linked to sustainable regional development based on SDGs, have increasing influence on tourism policy, product development, and communication/marketing strategies, leading to supply-side-focused activities moving tourism towards higher levels of sustainability. The vitally important but unanswered question is: do consumers understand what sustainable tourism is, and do they appreciate what sustainable tourism does? The transformation of the tourism economy will only be successful if supply and demand fit together
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