Psychological Barriers and Facilitators to Sustainable Tourism: A Behavioral Insights

Abstract

This research investigates the psychological barriers and facilitators that impact sustainable tourism, employing a behavioral insights framework to understand and influence environmentally responsible travel behaviors. The primary objective is to identify the cognitive and emotional factors that either hinder or promote sustainable tourism practices. The study utilizes a mixed-methods approach, combining qualitative and quantitative data collection through in-depth interviews, focus groups, and surveys. These methods allow for a comprehensive exploration of the psychological constructs, such as cognitive dissonance, perceived behavioral control, and the influence of habitual behaviors on travel decisions. The outcomes reveal significant barriers to sustainable tourism, including entrenched habits and a lack of perceived efficacy, while also highlighting the role of environmental identity, social norms, and altruism as key facilitators. The findings offer practical recommendations for policymakers and industry stakeholders to design interventions that mitigate psychological barriers and enhance facilitators, thereby promoting sustainable tourism practices.