The Role of Tourists, Infrastructure and Institutions in Sustainable Tourism: A Structural Equation Modeling Approach

Tourists play a vital role in the development of sustainable tourism by boosting the local economy, preserving culture, and reducing environmental degradation. However, tourists’ decisions to visit destinations and promote sustainable tourism are influenced by reliable infrastructure, safety, security, and trust in institutions. A well-developed infrastructure, a peaceful environment, and efficient tourism management encourage tourism and sustainability. Therefore, this research examines the effect of tourism, infrastructure, institutions, and place attachment on sustainable tourism. Additionally, the study examines the role of infrastructure, institutions, and place attachment on tourists’ satisfaction in Khyber Pakhtunkhwa. Primary data were collected through surveys and Google forms from five tourist districts, Swat, Abbottabad, Mansehra, Upper Dir, and Lower Dir of Khyber Pakhtunkhwa. A total of 250 responses were collected from tourists using a proportionate random sampling technique. The data were analyzed using the partial least square structural equation modeling (PLS-SEM) technique. The results show that place attachment and tourist satisfaction positively affect sustainable tourism, while infrastructure, place attachment, and trust in institutions positively affect tourist satisfaction. Furthermore, sustainable tourism was more influenced by tourist satisfaction, and tourist satisfaction was more influenced by trust in institutions and infrastructure. The study also confirmed that infrastructure mediates the relationship between trust in institutions and sustainable tourism and between trust in institutions and tourist satisfaction. The study provides valuable insight to policymakers in assessing tourists’ behavior and sustainable tourism.