IDENTIFYING TOURISTS WITH SUSTAINABLE BEHAVIOUR: A STUDY OF INTERNATIONAL TOURISTS TO THAILAND

This study proposed a set of indicators and then measured sustainable behaviour patterns of international tourists to Thailand. A post-visit index based on 12 questions about self-reported practices was used to measure sustainable behaviour with respect to local economy, society and culture, and the environment. Associations between scores on the behavioural index and various other descriptors of tourists were explored using binary- logit regression. Sustainable behaviour was found to be associated with region where a tourist comes from, income level of the country where the tourist resides, profession, duration of stay in the host country, nature of tourist attraction, and whether or not visitors were part of a group tour. Practical policy measures for attracting tourists with more sustainable behaviour as well as modifying those with low sustainability are proposed.