Understanding Sustainable Travel Choices through the Value-Belief-Norm Theory: Implications for Tourism SMEs

Abstract

This study examines how travelers’ sustainability-related values influence responsible tourism choices. The objective of this study is to investigate how the perceived importance of sustainability predicts tourists’ responsible travel choices and to provide insights for tourism entrepreneurs and SMEs on how to respond to travelers’ value-driven preferences.  The research builds on the Value-Belief-Norm (VBN) theory (Stern et al, 1999). The study explores how sustainability values shape responsible travel behavior in the context of domestic tourism in Finland.The data were collected through the South Ostrobothnia Tourist Survey 2024, conducted by Seinäjoki University of Applied Sciences and the University of Helsinki Ruralia Institute. The final sample includes 526 respondents. Two dimensions of sustainability importance, environmental and socio-cultural, were measured using validated multi-item scales, and logistic regression analyses were used to assess their relationships with responsible travel choices. The results show that environmental sustainability has a stronger positive association with responsible travel choices (Exp(B)=1.70, p<.001) than socio-cultural sustainability (Exp(B)=1.49, p=.003). This indicates that while tourists value both dimensions, environmental aspects are more visible and therefore more influential in their decision-making. However, the significance of the socio-cultural dimension suggests untapped potential: tourists may not yet recognize its importance, but businesses can enhance its impact through clearer communication about local employment, cultural heritage, and community collaboration. The study extends the VBN framework to a broader sustainability context and contributes to the entrepreneurship and tourism literature by offering actionable insights for tourism SMEs. Strengthening the visibility of socio-cultural sustainability can help firms differentiate their services, communicate authentic local value, and align business strategies with travelers’ evolving ethical expectations.