Study on the Relationship among Tourists' Sustainability Perception, Destination Sustainability Indicators and Tourist Satisfaction with Perception of Sustainable Tourism as the Mediating Variable_Vol. 2 No. 2 (JTM 2025)_Journal of Tourism Management (ISSN: 3005-575X)

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Study on the Relationship among Tourists' Sustainability Perception, Destination Sustainability Indicators and Tourist Satisfaction with Perception of Sustainable Tourism as the Mediating Variable

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DOI: https://doi.org/10.62517/jtm.202513201

Author(s)

Chiawei Chao1,2, Han Zhang3,*

Affiliation(s)

1Doctoral Program in Financial, National Changhua University of Education, Changhua, Taiwan, China 2School of Management, Wenzhou Business College, Wenzhou, Zhejiang, China 3Macau University of Science and Technology, Macau, China *Corresponding Author

Abstract

This study explores the relationship between tourists’ sustainability cognition, perceptions of destination sustainability (environmental, social, and governance dimensions), and tourist satisfaction, with perceived value of sustainable tourism as a mediating variable. To collect data, a structured questionnaire was administered to 341 tourists visiting the Qixingyan Scenic Area in Zhaoqing, China. For analyzing the proposed relationships and the mediation effects within the research framework, the Structural Equation Modeling (SEM) technique was employed. Results revealed that while sustainable cognition had no direct impact on tourist satisfaction, it exerted a significant indirect effect through environmental, social, and governance perceptions, with social perception demonstrating the strongest mediating role. The total indirect effect was statistically significant (total effect = 0.240, p < 0.001). Additionally, the assessments for common method bias lent further credence to the study's outcomes. These findings highlight the importance of ESG practices in enhancing tourists’ perceived value and satisfaction. The study offers practical implications for tourism managers aiming to foster sustainable development through targeted ESG initiatives.

Keywords

Sustainable Tourism Cognition; Perceived Value of Tourists; Tourist Satisfaction; Environmental-Social-Governance (ESG)

References

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