Voices from the ground: Residents’ perceptions on sustainability and sustainable tourism development of SarpiquÍ, Costa Rica

This study investigates how residents of Sarapiquí, an emerging tourism destination, perceive sustainability and tourism, and what influences their willingness to engage in sustainable tourism development initiatives. Guided by the Norm Activation Model (NAM), the study employs a mixed-methods approach and draws perspectives from both sustainability and community-based tourism. Focus group findings reveal a strong understanding of sustainability and a generally positive sentiment toward tourism across various stakeholder groups. However, survey results highlight a gap between residents’ support for sustainable tourism and their actual intention to participate in related initiatives. The quantitative analysis also emphasizes the critical role of knowledge in shaping these intentions. Collectively, the findings question the applicability of NAM in this context, suggesting that resident sentiment is more closely tied to social norms in non-western settings. The study underscores the need for a more comprehensive, cross-cultural framework to better understand resident attitudes in developing and emerging destinations.