Factors influencing sustainable tourism choices in World Heritage Sites

Abstract

This study investigates how components of the Theory of Planned Behavior—attitudes toward sustainable tourism, social norms, perceived behavioral control, and personal moral norms—influence tourists’ intention to choose sustainable destinations and their willingness to pay more. A survey of 1102 tourists at a World Heritage Site in Córdoba, Spain, was analyzed using partial least squares structural equation modeling (PLS-SEM). The results reveal that favorable attitudes, social influence, perceived control, and internalized values significantly increase tourists’ intention to choose sustainable tourism, which in turn enhances their willingness to pay a premium. Additionally, gender differences were found, with women more willing to invest in sustainable travel. These insights are valuable for tourism managers and policymakers.