An Analysis and Comparison of Expectations and Perceptions on Sustainable Tourism among Italian and German Tourists

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Abstract

The paper investigates the relationship of Italian and German consumers with sustainable tourism through aquantitative online questionnaire. The study’s first aim is to understand the representation of sustainable tourism. It alsoanalyzes if the issue of sustainability denotes an abstract or concrete value to consumers, the extent to whichsustainability is considered an important factor in the process of purchasing and consumption of a tourism product, andthen becomes a driver for consumers to choose from. The analysis of tourist flows and the literature of the field haveshown that in Germany there is extensive experience on the topics of sustainability and sustainable tourism, while littlehas been written on these issues with respect to Italian tourists. The key dimensions of the questionnaire were based onan analysis of the scientific literature of the field and on an earlier qualitative phase carried out through interviews withopinion leaders that have identified main themes, values, expectations, and needs of the consumer of tourism. Thequestionnaire was divided into three parts: the first explores the socio-demographic characteristics and values, thesecond tourism habits, the third knowledge, perceptions, attitudes, and behaviors. The results provide a betterunderstanding of the drivers that influence the choice of tourism and have important practical implications for theimplementation and communication of sustainable tourism.
Original languageEnglish
Pages (from-to)1-11
Number of pages11
JournalJOURNAL OF TOURISM AND LEISURE STUDIES
VolumeI
Publication statusPublished - 2016

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