Addressing the Attitude Behaviour Perception Gap—Multimethod Sustainable Tourist Behaviour Evaluation

ABSTRACT Quantitative and perceptual studies have been used to define and model sustainable tourist behaviour in past years, but few studies have undertaken qualitative research of actual behaviour to delve deeper into understanding the different classifications of such behaviour. This research employed a three‐phase design, comprising a pretrip survey, in‐person semistructured interviews and participant observation of tourist behaviour during an adventure cruise expedition. The aim was to test the accuracy of the Holmes–Frochot model of everyday behaviour and assess whether sustainable tourist behaviours were actually demonstrated rather than just intended. Survey data were analysed using cluster and regression analysis, while interview transcripts and field notes were examined through deductive thematic analysis. Findings suggest that the Holmes–Dodds–Frochot model of everyday behaviour can help be a good predictor of sustainable travel behaviour, and that the constructs of frugality, pro‐ecological behaviour and altruism emerge differently as distinct tourist influences. By combining these quantitative and qualitative findings, this research has been able to derive meta‐inferences examining how perceived intentions manifest to actual behaviours. Furthermore, these meta‐inferences highlight nuances in how travellers understand and practice sustainability, with the qualitative findings delving deeper into the motivations and constructs that may help destinations understand ‘sustainable’ travellers.