Sustainable Tourism Development by Design: Leveraging Perceived Environmental Value, Social Media, and Destination Policies in Pakistan

Abstract

Due to growing concerns over climate change, resource depletion, environmental pollution, and the need for tourism destinations, sustainable tourism development has become an important source of balancing economic growth with ecological and cultural preservation. Sustainable tourism development integrates environmental protection, social equity, and economic viability to ensure tourism remains a long-term driver of well-being rather than a source of degradation. Research on antecedents of sustainable tourism development has mainly been in developed countries. The purpose of this study is to empirically test the effect of perceived environmental value, social media, and sustainable tourism policy and destination on sustainable tourism development in Pakistan. Surveys were distributed among tourists, host communities, local administration, government officials, hotel owners and workers, tour operators, and tourism experts. This quantitative study analyzed data of 486 respondents. Results show that perceived environmental value, social media, and sustainable tourism policy and destination significantly and positively impacted sustainable tourism development. The study reports critical managerial implications that could make tourism management effective in the long run.