Attributes influencing responsible tourism consumer choices: Sustainable local food and drink, health-related services, and entertainment

Abstract

Research background: This research focused on identifying attributes of tourism services which are guided by a responsible vision and which seek to achieve consumer satisfaction with products that respect sustainability principles. Responsible consumer choices were defined as those formed by an orientation toward sustainable local food and drink, health-related services, and entertainment. Purpose of the article: This research had two aims. The first was to create and validate a measurement scale assessing tourists' motivations with regard to three responsible tourism service dimensions. The second was to evaluate how tourists' responsible choices affect their satisfaction. Methods: The methodology included exploratory factor analysis, confirmatory factor analysis, and structural equation modeling to test the hypothesis developed based on a literature review. The convenience sample was made up of tourism service users. Findings & value added: The results include a broad measurement tool that can be applied in other fields of research to detect which variables influence consumer satisfaction. The proposed model incorporates significant determining factors, namely, key aspects affecting tourism service selection by clients focused on sustainability and responsible consumption. Based on a market orientation (MO) perspective, the findings contribute to the existing literature on stakeholder theory (ST) and dynamic capability theory (DCT). The value added comprises a better understanding of responsible tourism consumers' choices based on a three-part theoretical framework (i.e., MO, ST, and DCT).