UNDERSTANDING THE RELATIONSHIP BETWEEN TOURISTS' PERCEPTIONS OF SUSTAINABILITY AND THEIR OVERALL SATISFACTION
(A2025-124623)

AUTHORS

María Bernal Salazar, University of Cantabria; Elisa Baraibar-Diez, University of Cantabria; Jesús Collado Agudo, University of Cantabria

ABSTRACT

The main goal of this study is to understand how the discourse on sustainability at tourist attractions influences visitor satisfaction. Specifically, it investigates whether tourists who value social, economic, environmental, and cultural sustainability tend to give higher ratings to tourist attractions. We applied big data techniques and statistical tests to 207,706 online reviews from the main tourist attractions in the Autonomous Communities of Spain. To classify the content of reviews, we used the deep learning-based language model BETO and validated the hypotheses through ordered logistic regression model. The findings show that environmental and cultural dimensions positively influence tourist satisfaction. However, economic, and social dimensions negatively influence their satisfaction. The results of this study help tourist attraction managers enhance visitor satisfaction by improving sustainability strategies and aligning marketing with visitor perceptions.