Understanding Customer Perception on Sustainable Tourism and Related Practices Using Cluster Analysis: A Study in Indian Context

Shanu Jain and Pooja Sharma

Paradigm, 2021, vol. 25, issue 2, 122-140

Abstract: ‘Sustainable tourism’ has emerged as an increasingly acceptable phenomenon and is widely recognized as an important factor in making a positive impact on protecting the environment as well as contributing to the economy. Several agencies and organizations worldwide promote sustainable tourism but the adoption and practice amongst the travellers have been seldom explored in the Indian context. This article attempts to identify the class of ‘sustainable tourists’ by identifying their demographic characteristics through the application of K-means cluster analysis. The results depicted that females are likely to be more sustainable than their male counterparts. Apart from that, young, more educated along with those in full-time employment are more likely to exhibit characteristics of a ‘sustainable tourist’. Further, this study is also successful in identifying specific practices in which a ‘sustainable tourist’ is likely to engage themselves. This article provides important implications for a range of stakeholders including tour and travel agencies, hoteliers as well as tourist guides who can reformulate their marketing strategies to include ‘sustainable tourists’ in their efforts to expand their customer base. It will also give useful insights to the administration and other authorities of the tourist destinations to minimize the damage and promote the culture of sustainable tourism.

Keywords: Cluster analysis; environment; stakeholders; sustainable tourism (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/09718907211046155 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:25:y:2021:i:2:p:122-140

DOI: 10.1177/09718907211046155

Access Statistics for this article

More articles in Paradigm
Bibliographic data for series maintained by SAGE Publications ().