Keywords: sustainable tourism, means–end chain, MEC, consumer behaviour, qualitative study, sustainability, motivation, demotivation, purchase decision making, personal satisfaction, self–esteem, added value, positive images, credibility, differentiation, financial risk, pricing, performance risk, hygiene, standardisation, tourist behaviour
What triggers consumers' interest toward sustainable tourism?
The purpose of this article is to provide a better understanding of what triggers consumers' interest toward sustainable tourism by identifying the factors which either motivate or demotivate consumers during the purchase decision process relating to sustainable tourism supply options. An application of the means–end chain technique made it possible to explore the impact on the consumer's decision making process of positive and negative attributions of sustainable tourism. We conclude that two factors have a positive impact on sustainable tourism: 1) personal satisfaction (through enhanced self–esteem and added value); 2) positive image of the organisation (through a gain in credibility and differentiation). The technique also identified two factors that have a negative impact on sustainable tourism: 1) financial risk (by questioning the level of transparency with respect to pricing and genuine organisation intentions); 2) performance risk (by questioning hygiene and standardisation of the sustainability aspect of sustainable tourism).