Consumer Purchasing in Sustainable Tourism : Attraction Sustainability and Its Impact on Decision-Making

Abstract

The green movement has generated an increase in research on consumer behavior towards green products and services. The purpose of this study was to explore the factors that influence consumers to choose sustainable attractions and to develop a better understanding of whether the sustainable features of an attraction impact sustainable attraction selection by visitors. The results show that the environmental practices of an attraction were not as important to visitors as other factors such as reputation, price, and the activities at the site. The results also demonstrate that when selecting among green factors, certification of a site and eco-furnishings play the largest role in determining the likelihood of visitation to a sustainable attraction.