Exploring The Consumer Perception Towards Sustainable Tourism In Bangladesh

Abstract

This study explores the perception and behavior of Bangladeshi tourists toward sustainable tourism in alignment with Sustainable Development Goals (SDGs). Currently, there is a dearth of empirical research on Bangladeshi tourists’ awareness and perception toward sustainable tourism, which this study tries to partially fulfill. Quantitative survey research was conducted among Bangladeshi respondents to examine their awareness of sustainability concepts and attitudes toward sustainable tourism behavior. Mann–Whitney U and Chi-square tests were used to examine relationships among awareness, attitude, and willingness to pay for ecotourism. The findings reveal a statistically significant relationship between awareness of sustainable tourism and overall sustainability knowledge. However, the willingness to pay more for eco-friendly services did not show a significant impact on sustainable tourism attitudes. Many participants noticed eco-friendly measures during travel, even without being familiar with the term “sustainable tourism,” highlighting an untapped segment that can be engaged through targeted communication. The study concludes that although awareness exists, it does not consistently lead to action. This gap calls for policy initiatives and community-based interventions to enhance visibility, availability, and support for sustainable tourism in Bangladesh