Factors Influencing Sustainable Tourist Intention at UNESCO World Heritage Sites in the Kathmandu Valley

Abstract

Sustainable travel intention is a crucial step in the overall responsible behavior of tourists at heritage destinations. Tourist behavior at UNESCO World Heritage Sites is vital to protecting the destination’s cultural and natural values. This study examines the influence of individual characteristics, destination image, destination attractiveness, and social factors on sustainable tourist intention through the lens of Nepali tourist guides. A cross-sectional survey research design was employed among 309 licensed tourist guides selected using purposive sampling at all the UNESCO World Heritage Sites in the Kathmandu Valley. The study used descriptive statistics, Pearson correlations, and multiple regression analysis to analyze the data. The findings suggest that destination image, destination attractiveness, social factors, and individual characteristics were positively and significantly associated with sustainable tourist intention, while destination attractiveness proved to be the strongest predictor. This study offers practical implications for the Nepal Tourism Board, heritage site managers, tour operators, and tourism authorities, providing suggestions to enhance the destination image and site attractiveness and to use social influence to develop responsible behavior among tourists. Further research could extend the current study of sustainable tourist intention by examining the extent to which such intentions lead to sustainable behavior among tourists.