Factors Influencing the Development of Green and Sustainable Tourism: Evidence from Southern Rajasthan

This study explores the factors influencing the development of green and sustainable tourism in Southern Rajasthan, focusing on five key constructs: environmental awareness, infrastructure availability, government policies, cultural and natural attractions, and tourist behavior. Using a sample of 290 respondents from three major tourist cities in Southern Rajasthan, data were collected through a structured survey and analyzed using Smart-PLS to assess the relationships between the variables. The findings reveal that environmental awareness, infrastructure availability, and government policies predict green tourism development significantly. Additionally, cultural and natural attractions play a critical role in attracting sustainable tourism, while tourist behavior significantly impacts adopting sustainable practices. The study emphasizes the importance of coordinated efforts between policymakers, tourism operators, and local communities to foster sustainable tourism. Despite limitations such as the use of a convenient sampling method and a cross-sectional design, the study provides valuable insights for promoting green tourism in the region. The findings contribute to both academic literature and practical applications in the tourism sector, offering directions for future research on sustainable tourism development.