Dissecting the Role of Sustainability in Shaping Visitors’ Perceived Value for Tourism Destinations

This study examines how sustainability shapes visitors’ perceived value for tourism destinations. Using partial least squares structural equation modeling and importance-performance map analysis on survey data from 639 tourists, the study analyzes the effects of four sustainability dimensions (economic, environmental, socio-cultural, institutional) on three dimensions of perceived value (epistemic, monetary, social), as well as on overall perceived value. Findings emphasize the importance of socio-cultural sustainability, which emerged as the most influential factor in enhancing all three dimensions of perceived value and overall perceived value. Institutional and economic sustainability also play significant roles. In contrast, environmental sustainability showed a limited impact. There is room for improved performance across all four dimensions of sustainability, especially environmental sustainability. Destinations should prioritize socio-cultural, institutional, and economic sustainability, while also striving to improve environmental performance and raising awareness of genuine environmental initiatives to align tourists’ expectations with sustainable practices.