The important factors for tourists to select sustainable destinations: the case of Saudi Arabia

Abstract

This research critically evaluates the factors that influence tourists' actual environmentally responsible behaviour when choosing sustainable travel destinations, with a focus on Saudi Arabia. The objectives of this study include assessing the impact of environmental knowledge, sensitivity, and attachment on tourists' behaviour, investigating contextual factors such as cultural norms and destination characteristics, exploring the role of stakeholders in shaping tourists' attitudes, assessing Saudi Arabia's status as a sustainable destination, and determining its alignment with tourists' motivations and needs. A qualitative methodology was employed, involving interviews with a diverse sample of international tourists. The research revealed that while most respondents understood the concept of sustainability, they did not necessarily seek information about sustainable practices when planning trips. However, many expressed a commitment to environmentally responsible behaviours during travel. The Theory of Planned Behaviour was applied to assess tourists' personal attitudes, subjective norms, and perceived behavioural control, highlighting that tourist who prioritize sustainability are more likely to express an intention to travel to destinations they perceive as sustainable, and some may also be willing to pay extra to support such destinations. Saudi Arabia, in its pursuit of becoming a sustainable tourism destination, has strategically developed eco-tourism destinations, such as The Line and Al-Ula, to cater to diverse traveller interests. Social media plays a pivotal role in marketing these destinations, as some interviewees were already aware of them. However, the research also highlighted that awareness of sustainability does not always translate into behaviour change in travel choices. This study recommends that Saudi Arabia continues its efforts to promote sustainable tourism and leverage social media for international tourist attraction. It also emphasizes the need for reasonable pricing to encourage responsible tourism behaviour. In conclusion, while Saudi Arabia's sustainability efforts can influence tourists' intentions, achieving sustainable tourism requires time and further evaluation. Other factors, such as pricing and the role of stakeholders, should also be considered in destination selection. The Theory of Planned Behaviour provides a valuable framework for sustainable destinations to re-evaluate the factors influencing tourists' choices.