Anushavan Zhamkochyan

Type of the article: Research Article

Abstract
The paper aims to explore tourists’ perceptions and behaviors regarding sustainable tourism and sustainable development in Armenia. An online survey method was employed to collect data from 385 domestic tourists in Armenia from July to October 2024, enabling efficient and cost-effective access to a diverse respondent group. The sample size was determined based on a 95% confidence level and 5% margin of error, ensuring statistical reliability. The online format allowed for a broader reach and anonymity, making it suitable for exploring tourists’ knowledge of the SDGs, comprehension of sustainable tourism, and willingness to embrace sustainable behaviors.
Interestingly, despite only 46% of respondents being explicitly familiar with the SDGs, a significant proportion (64%) demonstrated knowledge of sustainable development, 62% understood sustainable tourism, and 64% believed tourism could positively impact sustainable development. Statistical analysis, specifically the Pearson Chi-Square test, revealed a strong correlation between knowledge of sustainable development and awareness of sustainable tourism, and tourists’ willingness to modify their travel habits and invest in eco-friendly options. Additionally, a sense of environmental responsibility was found to significantly influence the adoption of sustainable practices. Moreover, prioritizing sustainable tourism when selecting destinations strongly correlated with support for sustainable tourism initiatives.
While many tourists acknowledged the importance of sustainable tourism, challenges such as limited information and higher costs hindered the adoption of eco-friendly behaviors. To promote sustainable tourism and contribute to achieving the SDGs, the study emphasizes the need for intensified awareness campaigns, accessible sustainable options, and collaborative efforts between the tourism industry, government, and tourists.