sustainable tourism questionnaire pdf

How to design a Tourism Questionnaire for Sustainable tourism

During my work experience at the Mountain Community of Lario and Ceresio valleys, I had to set up & deliver a survey to understand the importance of sustainability in tourism on the northern side of Lake Como. I am happy to share this work on sustainable tourism. I hope it is helpful to you.

Read more about the meaning of sustainable tourism for STouW  and  how to design sustainable tourism . Scroll down to go to the info about designing a tourism questionnaire!

It is correct to state that the drafting of the questionnaire represents the critical phase of a survey. This phase is a good source of information, mainly the mistakes you can commit during the research.

Anyone preparing a questionnaire should remember the importance of the preliminary/exploratory phase, even more so if the topic to be addressed is complex. The questionnaire tests (pilot phase) allow obtaining a questionnaire that can be used during any repetitions of the investigation, without any modification, as most of the problems were eliminated due to the tests.

In the questionnaire, it is vital to use the correct sequence of questions. The options can be the following:

● “Top-down sequence”: starting from the global aspects and then descending on a more detailed aspect;

● “Down-sequence “: starting from the detailed aspects and then arriving at the global evaluation.

In some cases (when, for example, customers should express a global assessment without being influenced by subsequent questions), it is preferable to adopt the top-down sequence. In contrast, in others, it is more efficient to use a down-top option.

During the preparation phase of the customer satisfaction questionnaire, great attention must also be paid to the choice of assessment scales to be used for the assessment, which must be expressed with quantitative parameters that can be measured and monitored over time. The scales, to be effective, must be complete and well-balanced.

Some people prefer to use stairs with equal steps to avoid the interviewee choosing the central step without expressing a clear positive or negative judgment. Instead, some often adopt the odd scales because even the central answers can be rich in meaning.

I made the questionnaire as a trainee and would make some changes now. I provided great information to Mountain Community using the simple tourism questionnaire (you can download it).

SORRY THE POST IS CURRENTLY WORK IN PROGRESS

Here is an example of the questions I used to check the topic:

• target audience – demographic information
• questions about the destination (down)
• questions about general behaviour (top)
• open and closed questions about the local destination (down)

Please only let me know if you use it for some research. This is easy email me at sustainabletourismworld @ gmail.com. 

  Sara – tourism sector consultant

PS. Do you want to GROW your business with POSITIVE impact… without huge investments? Then, sign up for the email list by clicking on START HERE !

Or click this link https://www.sustainabletourismworld.com/start-here/   to download my INFOGRAPHIC!

2 Responses

Hello. Dear Sustainable Tourism world Team. First of all i`m really appreciated to hear about your organization. I`m Mongolian. But I`m writing all of you from Northern Cyprus where i come almost 3 months ago for Tourism & Hotel management in PhD program to research and develope GLOBAL GREEN BUSINESS CITIZENSHIP: An innovative Model of Social Responsibility and Ethical Behavior for Sustainable Tourism Development the 21st Century: SUSTAINABLE TOURISM INNOVATION ACADEMY for International green business developers and scholars… Because i saw lots of cases we need to develop new models for sustainable tourism development to save world and global citizen. So i would like to ask below questions. Please give me clear answers and directions. 1. Do you have any support for sustainable education program or projects who wants to create and develope a innovation model for sustainable tourism development ? If yes, what kind of support for which categories? How i can apply it? 2. Could you give me detailed information what kind supportive programs do you have for sustainable tourism developer or green business entrepreneur and PhD student who wants to develop and create GLOBAL GREEN BUSINESS CITIZENSHIP NETWORKING in Mongolia & Northern Cyprus: An innovative Model of Social Responsibility and Ethical Behavior for Sustainable Tourism Development the 21st Century in Mongolia & Northern Cyprus: SUSTAINABLE TOURISM INNOVATION PROGRAM for International green business developers and creator who can save world and serve good tourism products for global citizens and global travelers ?! 3. I would like to be professional adviser and developer of Sustainable Tourism. I would like to be part of SUSTAINABLE TOURISM INNOVATION networking for International green business developers and scholars too.

Hope your team will support me and will send me detailed informations.

Have a nice day and Merry Christmas.

Hello Oyuka! Thanks a lot for your comment! I emailed you time ago, did you receive the email? Kind Regards, Sara

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EU Guidebook on Sustainable Tourism for Development

In recognition of the considerable opportunities and issues involved in the development of tourism, in 2012 the European Commission's Directorate-General for Development and Cooperation – EuropeAid established the project “Enhancing capacities for sustainable tourism for development in developing countries”. The project was undertaken in collaboration with the World Tourism Organization (UNWTO) which was commissioned to prepare a Guidebook on Sustainable Tourism, as an engine for development, trade in services, job creation and poverty reduction.

The Guidebook is intended to enhance the understanding of tourism in all its dimensions, how it relates to the EU Agenda for Change so as to enable EU services in Brussels and the EU Delegations in 180 countries as well as other development institutions to include sustainable tourism development in their programme cycles.

UNWTO endeavours to maximize tourism’s contribution to, inter alia, development and international understanding, while minimizing its negative impacts, paying particular attention to the growth potential of developing countries. Likewise, the European Union is well placed to support developing countries in identifying and implementing interventions in sustainable tourism.

The approach has been based on the experience of UNWTO and its work with a wide range of partner agencies and governments. In particular, the results of the study have been field tested in six countries during and following the preparation of the document, namely Kenya, India, Vietnam, Senegal, Botswana and Timor-Leste . The guidebook was publicly launched with the EU on the 27th of June 2013 in Brussels.

Background- Sustainable Tourism for Development

Over the last decades, tourism has experienced continued growth and increased diversification, becoming one of the fastest growing economic sectors in the world. The business volume of tourism today equals or even surpasses that of oil exports, food products or automobiles, offering millions of direct entry points into the workforce, particularly for youth and women, and a diversity of investment opportunities for young entrepreneurial talents. Tourism has become one of the major sectors in international trade, at the same time representing one of the main income sources for many developing countries.  It is their only service sector with recorded surpluses in trade compared to the rest of the world.

However, tourism can also be a source of environmental damage and pollution, a threat to the socio-cultural structure, a heavy user of scarce resources and a potential cause of negative externalities in society.  What must be done?

Tourism in the Global Development Agenda: The future we want Rio+20 outcome document

" Sustainable tourism is highlighted in the final outcome document of Rio+20 as a thematic area and a cross-sectorial issue within the framework for action and follow-up.

130. We emphasize that well-designed and managed tourism can make a significant contribution to the three dimensions of sustainable development, has close linkages to other sectors, and can create decent jobs and generate trade opportunities (…)

131. We encourage the promotion of investment in sustainable tourism, including eco-tourism and cultural tourism, which may include creating small and medium sized enterprises and facilitating access to finance, including through microcredit initiatives for the poor, indigenous peoples and local communities in areas with high eco-tourism potential (…)"

• Rio+20: The Future We Want
• Green Economy Report leaflet

In recent years, sustainability has emerged as a critical concern that must be addressed in any viable tourism development strategy. Expressed simply, sustainable tourism can be defined as “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities”. Tourism is one of the ten economic sectors identified in the UNEP Green Economy Report, whose greening could increase prosperity, create employment and reduce poverty. In addition, tourists are increasingly demanding the greening of tourism. Tourism development should hence have a sustainable approach , to be able to promote growth in the long-term while maintaining a balanced use of resources. This should be supported at local, national, regional and international levels.

Developing Countries surpassing advanced economies’ international tourist arrivals in 2015

Although developed countries remain both the major tourism destinations and source of international tourism, developing countries are reducing the gap. In recent decades there has been a substantial diversification in international tourism destinations, and many developing countries have registered phenomenal growth in tourist arrivals and receipts. Tourism also particularly thrives on assets such as natural environment, warm climate, rich cultural heritage and plentiful human resources, where developing countries have a comparative advantage.

• Tourism is the first or second source of export earnings in 20 of the 48 LDCs
• In some developing countries, notably small island states, tourism can account for over 25% of GDP.
• From 2015, emerging economies will, for the first time receive more international tourist arrivals than advanced economies
• By 2030, 58% of international arrivals will be to emerging economy destinations of Asia, Latin America, Central and Eastern Europe, the Middle East and Africa

However, tourism can also be a source of environmental damage and pollution , a heavy consumer of scarce resources and a cause of negative impacts in society.  For these reasons, it is imperative that it is well planned and managed , embracing the principles of sustainable tourism which is defined as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry the environment and host communities” .

The Purpose of the Guidebook- Sustainable Tourism for Development

The document is aimed at two main audiences:

• The EU and other development assistance agencies – to help them understand and identify opportunities to assist the tourism sector in delivering sustainable development.
• Governments and other stakeholders within developing countries – to help them identify where they may need to strengthen their approach to sustainable tourism, and if necessary to seek assistance, within the context of international priorities and policies for sustainable development.

In particular the document provides a basis for discussion between the above two groups in agreeing on priorities and actions for supporting sustainable tourism.

The study is seen as informing the existing cooperation frameworks and common assessment and coordination processes in Official Development Assistance and Aid for Trade . This applies particularly in the field of trade, in which tourism plays an important part, including the work of the Enhanced Integrated Framework in promoting Diagnostic Trade Integration Studies and in the delivery of Aid for Trade.

The study contributes to the positioning of tourism within the overarching framework for action on green growth, poverty eradication and sustainable development post-2015 , stemming from Rio+20 and addressed by the European Commission in Communication (2013) 92 A Decent Life for All: Ending poverty and giving the world a sustainable futur e

Related links

• A Decent Life for All: Ending poverty and giving the world a sustainable future

“Sustainable Tourism for development in developing countries”: A document in three interlinking parts

The Guidebook takes a comprehensive approach to tourism, covering a wide range of topics relating to its planning, development, management and impact. By working through the whole document, users are able to identify priorities for intervention across a spectrum of issues.

The Guidebook’s aim is to mainstream tourism by:

• Enhancing understanding and commitment to sustainable tourism.
• Providing guidance to assess the tourism sector’s importance, identifying opportunities for sustainable tourism development, planning actions, and enhancing sustainability of projects.
• Delivering a “Sustainable Tourism for Development Study” which will enable the EU and other development institutions to include sustainable tourism development in their programme cycles.

The guidebook is divided in the three parts described below:

• GUIDANCE NOTE:  Relates the UE framework for development, e.g. the EU Agenda for Change and Tourism pillars (methodology) and relates to EU priorities. It aims at providing guidance to EU services on the approaches required to ensure the effective implementation of priorities for sustainable tourism in developing countries. 
• SITUATION ANALYSIS : Describes the macro-economic dimensions of tourism; its contrubution to improve the situation of a country and its relation with other sectors; policies in place to develop the sector and its contribution to sustainable development and reviews the existing policies and programmes auming at developing sustainable tourism in developing countries.   
• METHODOLOGY:  Designes to ptovide EU delagrions with a sustematics approach to understand the impact and value of the tourism sector in the country and the way it is managed and operated; and to understand which actions are appropriate to improve the situation through tailored interventions. 

“The Methodology”: How to assess priorities for Sustainable Tourism in Developing Countries?

The Methodology follows a systematic structure which, through a series of questions * under each issue, enables the situation to be assessed, weaknesses and gaps identified and possible actions considered, while also pointing to existing services that are available. It focuses on five key pillars of sustainable tourism in developing countries:

Assess your needs!

• Questionnaire Pillar 1- Tourism policy and governance
• Questionnaire Pillar 2- Trade Investment, Data and Competitiveness
• Questionnaire Pillar 3- Employment, Decent Work and Capacity Building
• Questionnaire Pillar 4- Poverty Reduction and Social Inclusion
• Questionnaire Pillar 5- Sustainability of natural and cultural environment

Sustainable Tourism Questionnaires

Take advantage of the search to browse through the World Heritage Centre information.

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Unesco social media, sustainable tourism.

Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities." (United Nations World Tourism Organization)

Source(s): 

The World Tourism Organization’s defines sustainable tourism as:

Tourism which makes optimal use of environmental resources that constituting a key element in tourism development, maintaining essential ecological processes and helping to conserve natural heritage and biodiversity, as well as respects the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance.

Ensure viable, long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment and income-earning opportunities and social services to host communities, and contributing to poverty alleviation.

Source(s): http://www.unep.fr/shared/publications/pdf/DTIx0592xPA-TourismPolicyEN.pdf

Residents’ satisfaction with sustainable tourism: the moderating role of environmental awareness

Tourism Critiques

ISSN : 2633-1225

Article publication date: 14 June 2022

Issue publication date: 26 August 2022

The purpose of this paper is to empirically evaluate the significant influence of four sustainability dimensions in predicting the residents’ satisfaction with the development of sustainable tourism in the emerging tourism industry of Pakistan.

• Resident satisfaction
• Sustainable tourism
• Environmental awareness

Prism of sustainability

Khan, I.U. , Khan, S.U. and Khan, S. (2022), "Residents’ satisfaction with sustainable tourism: the moderating role of environmental awareness", Tourism Critiques , Vol. 3 No. 1, pp. 72-87. https://doi.org/10.1108/TRC-04-2022-0007

Emerald Publishing Limited

Copyright © 2022, Ikram Ullah Khan, Safeer Ullah Khan and Salman Khan.

Published in Tourism Critiques: Practice and Theory . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence maybe seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

The last decades of the twentieth century witnessed a major focus on a wide range of environmental issues, including pollution and green-orientation, that helped people and countries think of a better and more sustainable world ( Cottrell et al. , 2013 ; Nair et al. , 2015 b). As a major mainstay of the economy, the tourism sector is exceptionally vital to achieving sustainable goals, thereby empowering sustainable tourism to priorities many organizations and countries ( Trupp and Dolezal, 2020 ). Sustainable development refers to “meeting the needs of existing generations unless compromising the capability of upcoming generations to meet their demands” ( WCED, 1987 ). In the 21st century, as human society is rapidly evolving, sustainability (including sustainable tourism) is revamping the political and economic agenda in the context of environmental development ( Chang et al. , 2020 ). The success and positive perception of sustainable tourism, a longed-for phenomenon, is under-researched in developing countries concerning counting its innumerable benefits for the local residents lying on or living near the tourists’ destinations. The local inhabitants perceive their future to be excelled with tourism, expecting more jobs, building service markets, government support and nourishing their rich and green environment through sustainable tourism. Reducing the costs of sustainable tourism and increasing the paybacks in the shape of environment up-gradation, economic and social development and local community satisfaction is the theme of sustainable tourism ( Cottrell et al. , 2013 ; Nair et al. , 2015 b). Consequently, many researchers investigated tourist and operators' satisfaction, but being in a global cry for go-green initiatives, research on this topic still attracts researchers and practitioners' attention ( Rasoolimanesh et al. , 2020 ), especially in developing country contexts. Pakistan is one of the best tourist countries, has tremendous opportunities for sustainable tourism growth. Conde Nast Traveler's US-based publication declared Pakistan the top attractive destination for travelers in 2020 (POOK 2020). In this regard, the Pakistan Tourism and Development Authority (PTDC) is keenly working to improve tourists’ destinations with eco-friendly drives and guidelines. This study will light the way policymakers, PTDC and researchers know the local community's fundamental issues toward tourism and unearthing the primary factors of their satisfaction. This research aims to assess the effect of sustainability dimensions on resident’s satisfaction with environmental awareness as a moderator in rural areas of Gilgit-Baltistan. The study adds not only to the tourism literature but also to sustainability-based studies that are a growing field of research and practice. Thus, the contributions of this research are twofold. First, conceptualizing and enhancing the understanding of sustainability dimensions' impact on the resident’s satisfaction. Second, investigating the moderating effect of environmental awareness on the relationships between sustainability constructs and residents’ satisfaction.

2. Literature review

2.1 prism of sustainability and its indicators.

environmental;

socio-culture; and

institutional ( Figure 1 ).

Environmental sustainability indicates restrictions on natural capital and natural resources regarding both renewable and non-renewable resources. Economic sustainability encompasses human-made infrastructure, including many forms of support (for example, road and rail network and housing) and promoting human rights, occupation, and livings. Socio-cultural sustainability identifies human resources, such as consciousness, skill, information and attitude, and assimilate fundamental rights. Lastly, institutional sustainability refers to the social capital, having public, state-owned enterprises, physical interactions, participatory planning processes, collaboration/associations and power relations ( Cottrell et al. , 2013 ; Nair et al. , 2015 b). Figure 1 , which provides the framework, has four dimensions that allow for the organization of sustainability indicators. It uses the three Ps, “people/profit/planet,” as a critical index but integrates an institutional aspect as a central dimension. The prism of sustainability allows the development of sustainability indicators and standards for residential planning and management ( Cottrell and Cutumisu, 2006 ). Miller (2001) defines biophysical, social, managerial or other indicators as important factors to people in a particular situation. Miller and Twining-Ward (2005) nevertheless, standards quantify management Objectives and establish adequate standards of adequate effect variable limits. Many organizations have come up with indicators and benchmarks for the development of sustainable tourism. For example, The World Tourism Organization (WTO) has established eleven critical indicators for sustainable tourism, divided into four categories: ecological, social, economic and planning. These predictors lacked local focus and limited stakeholder involvement ( Huayhuaca et al. , 2010 ). Also, the UN Commission on Sustainable Development launched in 1995 a five-year program to develop sustainability indicators. The indicators proposed were global in scope and concentrated exclusively on the environmental aspect of sustainability ( Cottrell et al. , 2013 ). In addition to professional organizations, scholars have also developed sustainability indicators for specific areas. For example, Dymond (1997) has developed sustainability indicators for New Zealand. Twining-Ward and Butler (2002) have concentrated on Samoa, and Yuan, James. ( Yuan et al. , 2003 ) worked in Chongming country, Shanghai, China. To sum up, these researches on the development of sustainability benchmarking confirmed the development of distinct display indicators for individual communities connected by a single framework ( Cottrell et al. , 2013 ; Huayhuaca et al. , 2010 ).

3. Hypotheses development

The four dimensions of the prism of sustainability (Environmental, Economic, Socio-Cultural and Institutional Dimensions) positively influence the residents with sustainable tourism development in Pakistan.

3.1 Moderating effect environmental awareness

Tourist environmental awareness (EA) can be described as a tourist perspective on the value of environmental preservation for a better quality of life. EA seeks to recognize the role of the ecosystem and the approach to environmental protection efforts ( Hill et al. , 2007 ; Utomo and Kusumawati, 2018 ). EA was recognized as hugely important by a significant number of researchers worldwide ( Mobley et al. , 2010 ). Research on tourism and environmental awareness has been undertaken. An environmental analysis by Gao and Bai (2014) disclosed that EA affects behavior intention. Cummings et al. (2017) reported that EA takes a critical view of environmental conservation for the better life of a person.

The level of environmental awareness of tourists differs ( Cummings et al. , 2017 ). Theoretical reasons that the environment's awareness will either improve or bolster the association between sustainability and satisfaction. Mihalic (2016) has clarified that tourism is significant to EA preserving tourism destinations for the future. More recently, Kusumawati assessed the moderating effects of environmental awareness between sustainability on WOM intention and behavior intention and found their curvilinear relationship. This can be explained by the fact that tourists know the environment will favor and choose respectful, well-preserved destinations. Tourists with a strong degree of environmental awareness would be responsive, care about and appreciate protecting the ecosystem and tourism attractions.

Environmental awareness positively moderates the relationship between the sustainability dimensions and residents' satisfaction.

4. Methodology

4.1 data collection and method.

The research was mainly conducted in northern Pakistan (Gilgit-Baltistan), famous for its tourism and traveling ( Figure 2 ). Gilgit-Baltistan, Pakistan's most exciting and beautiful region. The Himalayas, Karakorum, Hindukush and Pamirs cross here in four famous mountain regions. Gilgit-Baltistan as a paradise on earth has gained renewed interest for alpine, adventurous, hiking, exploring and fishing people from the most famous ‘Trout Fish’ ( www.tourism.gov.pk/northern_areas.html ). The survey included the 8 Gilgit-Baltistan districts (GB). The data was collected by a purposeful survey concerning the study. The survey was carried out at various periods of the day and over three months by distributing questionnaires to locals. The aim of the study was clarified to respondents before the questionnaires were distributed. Four researchers were also recruited to help with the data collection, and overall, 500 questionnaires were distributed containing 32 items among the participants and asked them to rate their responses. A total of 354 completed questionnaires was received and used for further analysis. This study explores how residents perceive tourism development in all identified places within the framework of sustainability.

Table 1 presents the demographic profile of residents. As shown in Table 1 , males (59.88%) are greater than females (40.12%). Most of the respondents fell within the 24–29 years age group (31.7%). One-half of the sample has a high school degree (27.3%). In terms of income, 36.7% of respondents’ monthly income is less than 14,000 PKR, 46.7% of the respondents’ household income is between 15,000 and 27,000 PKR and the remaining 16.6% respondents’ monthly income is over 28,000 PKR ( Table 1 ).

4.2 Research instrument

The survey was adopted from previously published studies developed for resident satisfaction from tourism. Drawing from the prior research (S. Cottrell et al. , 2004 ; Cottrell et al. , 2013 ; Sirakaya et al. , 2001 ; Yuxi and Linsheng, 2017 ), 22 items (environmental, economic, institutional, socio-cultural dimensions) was used to quantify the various dimensions of sustainability (see Appendix ). The environmental awareness was measured using five questions, and the resident’s satisfaction was measured with five items. All these 32 items were tested on a scale of seven-point Likert scale.

5. Results and analysis

The PLS-SEM was utilized to evaluate and validate the construct and assess the hypothesized model. PLS-SEM is an integrated modeling technique that enables researchers to determine the relationships among variables and the reliability and validity of any research framework ( Hair et al. , 1998b ). In the context of tourism literature, PLS-SEM has gained considerable research interest ( Wu and Lai, 2021 ). Furthermore, PLS-SEM is a powerful technique that can anticipate a complex model without the need for distribution assumptions ( Hair et al. , 2014 ). Given the advantages of PLS, the current study investigated the variables impact of sustainability dimensions on residents’ satisfaction with sustainable tourism development employing PLS; these variables are deemed appropriate to assess the association in any structure model, particularly in the IS setting. We utilized the Smart-PLS 3 software in this research ( Figure 3 ).

5.1 Common method bias

Although the questionnaire has been assembled using a self-reporting technique, common method bias may become a conundrum to the findings' validity. The present study uses the Harman single factor test ( Podsakoff et al. , 2003 ). Statistically, if a single factor represents 40% or more, it might be common method bias (CMB) in the data set. In the present research, all the elements have been loaded and fixed on factor 1; the total number of explained variances results lower than 40%, 35.78%. Therefore, it is concluded that the current data are free of CMB and do not present any uncertainty on the empirical results.

5.2 Measurement model

Saunders et al. (2009) described validity as ‘the degree to which methods of collecting data correctly determine what was to be measured.’ The proposed model has been evaluated employing CFA ( Hair et al. , 1998a ). We measured the proposed model in terms of composite validity, average variance extracted and Cronbach's alpha. The PLS algorithm was performed to estimate the outer loads for each of the constructs. Table 2 highlights the results of composite validity, and Cronbach's alpha constructs' loadings has crossed the recommended threshold 0.7 ( Nunnally and Bernstein, 1978b ), and the AVE variance outperformed the 0.5 thresholds ( Hair et al. , 2016 , 2014 ). CFA results disclose that each item loading factor is more significant than 0.7. As shown in Table 2 , CFA results meet the cut off value of CA, CR and AVE, which were more than 0.7, 0.7 and 0.5, correspondingly, indicating good convergent validity ( Fornell and Larcker, 1981 ; Hair et al. , 1998a , 1998b ; Nunnally and Bernstein, 1978a ).

Finally, the discriminant validity (DV) was established to determine whether the variable's measures differed from other variables. Following Gefen and Straub (2005) , we have used two approaches to evaluate the discriminant's validity. As Fornell and Larcker (1981) indorsed, we calculated DV by associating the relationship amongst variables and AVE of all the constructs. Table 3 validates that the AVE square root for all constructs is overhead the correlation values and shows adequate validity. Second, we analyzed the items loading and cross-loading. The study found that the item's loading value was more significant than the cross-loading of other variables that displayed positive discriminant validity. The discriminant validity was considered to be acceptable for all constructs. Besides, to evaluate discriminant validity, the Heterotrait–Monotrait Ratio of Correlations (HTMT) was used ( Henseler et al. , 2015 ). Thus, the result of HTMT in Table 3 simplifies the sufficient DV.

5.3 Structural model assessment

Smart-PLS. Three was engaged in calculating the path coefficient of the research model ( Henseler et al. , 2009 ). We evaluated the structural model to measure the relationship between latent variables seen in Figure 2 . The direct and indirect effects on the independent construct have been studied and offer practitioners potential outcomes, apropos and relationships between variables. The results are obtainable in Table 4 . To estimate the significance level ( Ringle et al. , 2015 ), we performed the bootstrap method with the resampling of 2,000 times, which gives the most desired results with zero change ( Hair et al. , 2016 ). All hypotheses were tested, and significant findings are revealed. The result in Table 5 presenting that END positively influences the resident’s satisfaction ( Β = 0.63, p < 0.001), ECD → resident satisfaction ( β = 0.132, p < 0.001), SCD → resident satisfaction ( β = 0.11, p < 0.001), ID → resident satisfaction ( β = 0.149, p < 0.001). These results indicate that H1 , H3 and H4 hold for positively influences the resident satisfaction, demonstrating that all sustainability dimensions positively influence residents’ satisfaction. The model explains 0.54% of the intention of resident satisfaction with tourism. Regarding the model validity, Chin et al. (2008) categorize the dependent variables as considerable, moderate or poor depending on an R square of 0.67, 0.33 or 0.19. Consequently, resident’s satisfaction ( R 2 = 0.54) can be considered moderate.

Having obtained a satisfactory measurement model, we took the next analytical step of testing the moderating effect of environmental awareness on sustainability dimensions, e.g. (environmental, economic and cultural), on the residents' satisfaction. The results indicate that the interaction terms (environmental dimension × EA) ( β = 0.024, p < 0.05), (economic dimension × EA) ( β = 0.022, p < 0.05), (cultural dimension × EA) ( β = 0.047, p < 0.05) find the positive impact on residents’ satisfaction intention so the results confirm H5 , H6 and H7 is accepted. The results designate that EA significantly moderate the impact of environmental, cultural and economic dimensions on resident’s satisfaction intention.

6. Discussion

Sustainability and sustainable development of tourism are being more important for all investors on a daily basis (i.e. business, tourists and host societies) for the tourist industry's expansion ( Nair et al. , 2015 a). This research investigates the measurement models for all dimensions of sustainability on residents' satisfaction with the moderating effect of environmental awareness). While many previous studies have directed on the tourism business and customer satisfaction, a small number of scholars have an emphasis on the satisfaction of local communities in sustainable tourism development ( Cottrell et al. , 2013 ; Nair et al. , 2015a ). Given the importance of local community satisfaction in assessing sustainable tourism development, the present study investigated the impact of a sustainable dimension on foreseeing residents’ satisfaction with sustainable tourism development. The survey was conducted in Gilgit-Baltistan, and data were collected from 354 local participants. The results established that the measurement model for the sustainability dimension and residents’ satisfaction. Besides, the findings also showed that the whole dimension of sustainability predicted residents’ satisfaction significantly.

In line with previous results, this study highlights the critical and decisive role of the prism of sustainability on the satisfaction of residents. In the proposed model, environmental, economic, institutional and socio-cultural dimensions act as antecedents of residents toward satisfaction. Also, environmental awareness significantly moderator between the relationship between environmental, economic, cultural and resident satisfaction. In this respect, as would be expected with a hypothesis related to the direct impact of environmental, economic, cultural and institutional dimensions, the results show that the direct relationship between environmental, economic, cultural, institutional and residents’ satisfaction is significant. The study findings are also with the line of previous research of Cottrell et al. (2013) , Huayhuaca et al. (2010) and Nair et al. (2015 a) and support the prism of sustainability as a framework for assessing and investigating the sustainable tourism development ( Valentin and Spangenberg, 1999 ). The study conducted in Gilgit-Baltistan, Pakistan, showed that all dimensions of sustainability were essential predictors.

In contrast, previous studies showed only two or three. Also, the importance of each dimension varied across studies. The present research results advocate for using all aspects of prospective research conducted via the prism of sustainability. The secret to the sustainable growth of tourism in natural regions is resident satisfaction. As a result, classification and sampling following criteria and factors are critical for community satisfaction. The prism of sustainability is introduced in this perspective; it is a valuable management mechanism that offers a comprehensive basis for enhancing sustainability through the use of related metrics and criteria. The study's findings indicate that indicators and metrics for sustainable tourism destinations should be developed, reflecting the dimensions of sustainability. This is the least often used approach to initiating, evaluating, and tracking sustainable development. In addition, the local community of Gilgit-Baltistan, Pakistan, has a positive awareness of tourism development, which stands to benefit the whole society significantly.

6.1 Conclusion and implication

Overall, the research demonstrates unequivocally that people have mixed feelings about the impact of sustainable tourism on their communities. Regarding the moderating effect of environmental awareness, the study results indicate that caring tourists about the environment can positively affect the destination and feel that they have only lived for a while, so prone they think there is no need to describe the environment's behavior. Correspondingly, it is observed that environmental awareness about tourism positively moderate the relationship.

The study's findings are from comparatively less explored developing tourism sites in Pakistan, which offers numerous theoretical and practical implications. The fact that residents have both a favorable and adverse attitude toward tourism demonstrates the critical nature of sustainability. The area residents are aware of the benefits of tourism and can measure and confirm their satisfaction in general. Considering the findings of previous studies and their nature, it can be established that the four dimensions of sustainability have a significant impact on resident's satisfaction with tourism compared to other less studied areas ( Nair et al. , 2015 a; Utomo and Kusumawati, 2018 ). Furthermore, the effect on the people of the multiple dimensions of tourism differs according to the circumstance. The results of this study offer management implications and practical policy. Consistent with earlier research work results that indicate the impacts of residents' perceptions of the various dimensions of sustainable tourism have different strengths on their satisfaction ( Ngowi and Jani, 2018 ). This is important for policymakers and the tourism planner to identify sustainable tourism dimensions that residents identify in their tourism plans and strategies. Also, tourism's effect on residents' satisfaction with tourism must be examined, and policies must be implemented to increase residents' satisfaction and tourism support.

6.2 Opportunities for further research

Regardless of the study's significance, the current study is not free of shortcomings and drawbacks. Although this study's results have highlighted many important issues, future work limitations need to be considered. The current research was limited to Gilgit-Baltistan due to time and financial constraints, and only a questionnaire has been used to gather data. It can be spread via social media, emails; the findings will be more stringent if the study is conducted with a large sample. An important suggestion is that future studies could also explore the associations proposed in this study with other sustainable and protected tourist areas in Pakistan and other developing countries with the same conditions. Continuing with all the four dimensions using the prism of sustainability, it might be interesting to assess why the four predictors' impact on population satisfaction varies across countries. One significant point is whether these inconsistencies are the proper technique (for example, the reversion into various dialects of the research units) or the distinctive sense of the four dimensions, dependent on their specific characteristics of all cultures. This transition trend may allow tourism planners in various countries to determine sustainability dimensions in their unique circumstances. Finally, the present study could be extended to other developing as well as underdeveloped countries.

Some recommendations for government and other stakeholders: sustainability dimensions have a significant impact on residents’ satisfaction. Derived from the research findings, as Gilgit-Baltistan is exceptional in terms of protecting natural scenery, nature and economic benefits, tourism managers can leverage sustainable tourism as an advantage in marketing strategies.

Model with results

Demographics profile of respondent

Results for measurement model

Questionnaire

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Sustainable Tourism Development: An Empirical Survey of Tour Operators in India

2015, Journal of Tourism & Hospitality

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