Past behaviour intentions, present normative beliefs, and future customer loyalty

Abstract

Tourists are often motivated by a desire to reduce their impact on the environment and support local communities. By understanding the motivations and preferences of different types of tourists, destinations can tailor their offerings to attract and retain a diverse range of visitors. This study aims to determine if tourists who are attracted to the natural environment in a destination are more likely to engage in sustainable behaviors. It also explores whether easy access to information on sustainability influences decision‐making when traveling. The article raises the question of whether post‐pandemic tourists seek sustainable destinations due to both internal motivations and external influences. This article examines the convergence of pull‐push tourist motivations in sustainable destination preferences post‐pandemic. Using data from 12,101 Eurobarometer 2021 respondents from the TOP 12 countries with high pro‐environmental attitudes, the study found a confirmation of sustainable behaviors among European citizens. Future research directions and limitations are discussed.