Incorporating perceived responsibility on tourism sustainability in tourist typology through the knowledge gap theory

This study investigates the application of knowledge gap theory in the context of tourism sustainability, examining the perceptions that varying types of tourists have about their own responsibilities to tourism sustainability, with regard to preferences on tourism information and travel modes. This study aims to develop a typology of tourists based on perceived self-responsibility towards tourism sustainability. A mixed-methods approach was employed, starting with the focus group followed by a survey. Data were gathered from three cities, resulting in 864 valid samples for the final analysis. The findings suggested that although most samples endorsed tourism sustainability indicators, obvious disparity was found in perceived self-responsibility across sample groups, particularly among those with a preference for digital information. Four distinct tourist types were identified based on their perceived self-responsibility on tourism sustainability. The results offer crucial insights for policymakers and industry stakeholders in fostering sustainable tourism practices for target tourist segments. By identifying and bridging knowledge gaps and customizing strategies to cater to various tourist demographics, a more responsible and sustainable approach to tourism can be cultivated.