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September 23, 2025African Journal of Tourism and Hospitality ManagementOpen Access

Do Tourists Prefer Sustainable Operators? Exploring Behavioural Responses to Cultural Sustainability Practices

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Authors

KRKipchirchir Samuel RonohBKBitok KipkosgeiKenyatta University

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Implication

Exploratory study finds strong links between cultural sustainability practices and tourist loyalty in Nairobi, indicating market potential for sustainable tourism.

Key Points

  • Results show 60.3% of operators have moderate cultural sustainability adoption, indicating potential improvement areas.
  • Strong positive correlations found between cultural sustainability practices and tourist loyalty (r = .660, p < .001), showing significant impact on behaviour.
  • Assessment involved a dual exploratory-correlational design, utilizing standardised Z-scores and diverse statistical analyses to validate sustainability adoption effects.
  • Findings highlight that cultural sustainability could serve as a strategic advantage for operators, suggesting significant market opportunities.

Cite This Study

Ronoh et al. (2025) studied this question.

synapsesocial.com/papers/68d4739d31b076d99fa6bd36https://doi.org/10.37284/ajthm.4.1.3687
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Also Consider

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