Page 198 - sustainable tourism-- Dr.Aya

to be sustainable and also draws the maximum

number of tourists is seen as the winner.

4/ CONSUMER INSIGHTS INTO

CHOICE OF DESTINATIONS:

The most commonly cited definition for tourist

destination image is ‗the sum of beliefs, ideas

and impressions that a person has of a

destination‘. The image that the consumers

have of a destination influences both the

purchase behavior and post-purchase

evaluation (Musa et al., 2010). However,

studies also show that the positive attitude of

the tourists towards sustainable destinations

does not translate into purchases. Only one out

of 20 tourists that have positive attitude

actually purchase sustainable tourism

packages or purchase local produce or

purchase ‗environmentally friendly

transportation‘. It has been studied that a

majority of such tourists do not want to change

their purchase behavior to support sustainable

tourism and the low demand for such

destinations is ‗one of the main barriers for or

progress towards sustainable tourism.‘ So as to

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