Title: Tourism's green lens: navigating sustainable development from tourists' viewpoint

Authors: Praveen Srivastava

Addresses: Department of HMCT, Birla Institute of Technology, Mesra, Ranchi Jharkhand – 835215, India

Abstract: This study investigates the complex relationship between tourists' perceptions of sustainable development and their experiences in various accommodation units across India. Employing an experimental research design, the research focuses on tourists' perspectives regarding the economic, social, and ecological dimensions of sustainable development as implemented by different types of accommodations. Utilising PLS-SEM and ANN techniques for rigorous data analysis, the study involves respondents from diverse accommodations, aiming to provide a comprehensive representation of the tourist population. Key findings highlight the significant impact of sustainable development initiatives on guest satisfaction, showcasing a symbiotic relationship between environmentally conscious practices and tourist contentment. Acknowledging limitations in self-reported data, the study calls for cautious interpretation while opening avenues for further research. In conclusion, this research advances our understanding of tourists' views on sustainability within accommodations, emphasising the transformative potential of such initiatives in enhancing overall guest satisfaction.

Keywords: sustainable tourism; customer satisfaction; PLS-SEM; artificial neural network; ANN; hotels.

DOI: 10.1504/IJSS.2024.140077

International Journal of Services and Standards, 2024 Vol.14 No.1, pp.28 - 50

Received: 11 Nov 2023
Accepted: 16 Feb 2024
Published online: 20 Jul 2024 *

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