International Journal for Tourism and Technology (IJTT)
This cross-sectional study explores the relationship between sustainable tourism practices, awareness, attitudes, and their impact on key outcomes such as visitors' repeat visit intention and word of mouth in Bayelsa State, Nigeria. The population consists of 209 practitioners of tourism, with a census sampling technique employed due to the small population size. Primary data was collected through structured questionnaires, measuring dependent and independent variables on a four-point Likert Scale. Statistical analysis included mean, standard deviation, and Pearson Product Moment Correlation coefficient using SPSS Software Version 22. Results indicate significant positive correlations between sustainable tourism practices, awareness, attitudes, and desired outcomes, suggesting that increased awareness and positive attitudes towards sustainability lead to greater visitor intention to revisit and engage in positive word of mouth. The findings underscore the importance of prioritizing sustainable tourism initiatives, including educational campaigns and community engagement, to enhance visitor experiences and promote destination sustainability. Recommendations include prioritizing initiatives to enhance sustainable tourism awareness and attitudes among destinations and stakeholders. Further research is suggested to explore the specific mechanisms through which sustainable practices influence visitor behavior and to devise innovative strategies for promoting sustainability within the tourism industry.
Tourism has emerged as a significant economic driver globally, with destinations worldwide increasingly reliant on its revenue streams. However, the rapid growth of tourism often brings with it environmental degradation, cultural dilution, and social disruptions. In response, sustainable tourism practices have gained prominence, aiming to mitigate these negative impacts while fostering the long-term viability of destinations. Sustainable tourism encompasses various strategies, including conservation of natural resources, preservation of cultural heritage, community engagement, and equitable economic distribution. Scholars and practitioners alike have recognized the importance of integrating sustainable practices into tourism management to ensure the continued attractiveness and resilience of destinations. Day (2012) defines sustainable tourism as a type of tourism that considers its impact on the environment, society, and economy during its development. This aligns with Leslie's (2012)
concept of responsible tourism, which focuses on minimizing negative impacts on people, the environment, and local communities while seeking to enhance positive effects. Scholars such as Hedlund (2013), Juvan, and Dolnicar (2014), and Miller (2001) have frequently linked sustainable tourism with awareness. Miller (2001) suggests that heightened awareness could motivate individuals to engage in concrete environmental actions to tackle the challenges of sustainable tourism. Furthermore, Mihanyar et al. (2014) point out the beneficial effects of increased awareness of sustainable tourism on individuals' intentions to behave in environmentally friendly ways. Central to the discourse on sustainable tourism is the concept of destination viability, which refers to the ability of a destination to sustainably support tourism activities over time without compromising its natural, cultural, and social integrity. Destination viability is influenced by a complex interplay of factors, including environmental carrying capacity, community resilience, governance structures, and visitor management strategies. Research on sustainable tourism practices and destination viability has gained traction in recent years, reflecting a growing recognition of the need for holistic approaches to tourism management.
Sustainable tourism, awareness, attitudes, visitor behavior, destination sustainability, Nigeria.