To Be Digital Is to Be Sustainable—Tourist Perceptions and Tourism Development Foster Environmental Sustainability

The Technology Acceptance Model (TAM) is widely used in many areas but is rarely applied to determine the link between tourists’ perceptions of tourism development and environmental sustainability. Therefore, this study aimed to (1) explore the relationships among tourism development, tourists’ perceptions, and environmental sustainability, (2) examine the mediating role of blockchain technology in these relationships, and (3) analyze the use of the TAM for sustainable practices in tourism. Data were collected from tourists on their perceptions of the impact of tourism on the environment, their use of information technology (IT) during their visits, and their willingness to pay for sustainable tourism practices. The data collected from 473 respondents were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that tourism development and perceptions have a significant impact on environmental sustainability. Furthermore, blockchain technology directly affects environmental sustainability and partially mediates the relationship between tourism development and tourists’ perception constructs on environmental sustainability. This study contributes to the understanding of the relationships among tourism development, tourist perceptions, and environmental sustainability, analyzed through the lens of the TAM. Although the TAM has been used in several technology adoption and behavioral studies, this is its first application in the context of sustainable tourism, specifically used in exploring perceptions of environmental sustainability, limited to the environmentally rich Gilgit-Baltistan region in Pakistan.