The antecedent and consequence behaviour of sustainable tourism: integrating the concepts of marketing strategy and destination image

Drawing on integrated concepts of marketing strategy and destination image, this study proposes and develops a model of antecedent and consequence behaviour for sustainable tourism. A survey of 505 tourists was conducted. In the antecedent model, perceived risk may indirectly affect travel behaviour through psychological involvement and destination image. In the consequence model, we found that marketing strategy was related to increased destination impression and thus enhanced sustainable tourism intention. Specifically, it is not surprising that in a big data environment, new technology sharing may also enhance the positive evaluation of destinations that encourage sustainable behaviour.