Linking Travel Motivations and Willingness to Support Sustainable Tourism: A Case of Visitors to Tanzania
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Description
The growing tourists’ arrivals to various destinations worldwide in connection to the efforts to
attain sustainable tourism development create the need for understanding the main travel
motivations as linked to travelers support to sustainable tourism. Currently there are few studies
that have been conducted to link tourists travel motivation and their willingness to support
sustainable tourism development. The primary objective of this study was to examine the link
between tourists travel motivations and their willingness to support sustainable tourism
development. Employing a survey strategy, data were collected using a self-administered
questionnaire and the results from statistical analysis indicate that, all the thirteen items
measuring tourists’ support for sustainable tourism rated high with mean scores above 5.
Further, the p-values of the t-tests were less than the 1% level of significance for nature, family
and accomplishment motivations indicating that the beta coefficients of these three dimensions
were significant, and explained some of the variation in tourist’s willingness to support
sustainable tourism. This article propose an integrated approach to understand tourists’
motivations and how they are linked to willingness to support sustainable tourism so as to secure
long-term existence of tourism as an industry.
Keywords
Tourism Industry, Travel motivations, Sustainable tourism, Sustainability, Willingness to support sustainable tourism