The concern and desire to follow sustainable practices is increasing, which makes tourists take this into account when choosing a tourism destination. The general objective of this paper is to analyze the difference between tourists' sustainable behavior in their daily lives and in the context of tourism. To answer the objectives of this study, we opted for a quantitative methodological approach since this research aims to study population behavior, opinions, and values. The results suggest that although in their daily lives' individuals adopt sustainable practices, sometimes it doesn't happen in the context of tourism. It was verified that if individuals felt they had the resources to adopt sustainable practices in the context of tourism, they would more often do so. Also, word of mouth, the perceived image of the destination, and guest reviews positively infuence the intention to visit a destination that adopts sustainable practices. This study helps to recognize the sustainable practices most frequently adopted, those that do not present differences in the two contexts, and finally, the tools considered most important in the decision to visit a sustainable tourism destination.
This article is a result of the project "GreenHealth - Digital strategies in biological assets to improve well-being and promote green health"(Norte-01-0145-FEDER-000042), supported by North Portugal Regional Operational Programme (NORTE 2020), under the PORTUGAL 2020 Partnership Agreement, through the European Regional Development Fund (ERDF)". The authors are grateful to the FCT Portugal for ffinancial support by national funds FCT/MCTES to UNIAG, under Project no. UIDB/04752/2020.
