Abstract

The paper investigates the relationship of Italian and German consumers with sustainable tourism through a quantitative online questionnaire. The study’s first aim is to understand the representation of sustainable tourism. It also analyzes if the issue of sustainability denotes an abstract or concrete value to consumers, the extent to which sustainability is considered an important factor in the process of purchasing and consumption of a tourism product, and then becomes a driver for consumers to choose from. The analysis of tourist flows and the literature of the field have shown that in Germany there is extensive experience on the topics of sustainability and sustainable tourism, while little has been written on these issues with respect to Italian tourists. The key dimensions of the questionnaire were based on an analysis of the scientific literature of the field and on an earlier qualitative phase carried out through interviews with opinion leaders that have identified main themes, values, expectations, and needs of the consumer of tourism. The questionnaire was divided into three parts: the first explores the socio-demographic characteristics and values, the second tourism habits, the third knowledge, perceptions, attitudes, and behaviors. The results provide a better understanding of the drivers that influence the choice of tourism and have important practical implications for the implementation and communication of sustainable tourism.