Tourist’s understanding of sustainable tourism An analysis in eight countries

Abstract

The goal of this study is to learn more
about tourists’ understanding of sustainable tourism.
The empirical survey with over 6,000 respondents in
eight countries identifies the most relevant aspects of
sustainable tourism from a tourists’ perspective.
Overall the perception is balanced over the different
dimensions. Furthermore, five different types
regarding tourists’ understanding of sustainable
tourism are identified in a cluster analysis and a
potential market size of sustainable tourism of 22%
of all tourists can be identified.