Influence of tour operator’s sustainability practices on tourists’ spending and trip duration

https://doi.org/10.35912/joste.v6i2.2427
Published: Jan 7, 2025

Abstract:

Purpose: This study examines how sustainability practices influence tourists' propensity to spend more time and extend their stay.

Research Methodology: The study involved 114 tour firms and 342 tourists in Nairobi City County, Kenya. Tour operators' sustainability adoption levels were categorized using Z-scores from a compliance checklist, while tourist behavior was assessed through questionnaires. General Linear Models (GLM) were used to analyze the relationship between adoption levels and tourist behavior.

Results: The findings of the study reveal that higher levels of sustainability - specifically Very High (VH), high (H), and moderate (M)–are positively associated with increased spending and longer stays. In contrast, low (L) and Very Low (VL) sustainability levels did not significantly affect these behaviors.

Limitations: The use of Z-scores for categorization reduces complex data to a single dimension, which may oversimplify subtle differences in the adoption of sustainability practices among tour operators.

Contribution: These results offer valuable insights for tour operators and stakeholders, demonstrating that integrating sustainability into business operations not only benefits the environment and local cultures, but also enhances economic outcomes for businesses and destinations.

Keywords:
1. Sustainable Tourism
2. Tourist Spending
3. Average Length of Stay (ALoS)
Authors:
1 . Kipchirchir Samuel Ronoh
Tharaka University, Kenya
2 . Bitok Kipkosgei
Kenyatta University, Kenya
https://orcid.org/0000-0003-4017-354X
3 . Urbanus Mwinzi Ndolo
Tharaka University, Kenya
4 . Marciano Mutiga
Tharaka University, Kenya
5 . Nancy Chemutai
Kenyatta University, Kenya
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How to Cite
Ronoh, K. S., Kipkosgei, B., Ndolo, U. M., Mutiga, M. ., & Chemutai, N. (2025). Influence of tour operator’s sustainability practices on tourists’ spending and trip duration. Journal of Sustainable Tourism and Entrepreneurship, 6(2), 113–124. https://doi.org/10.35912/joste.v6i2.2427
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Issue & Section
Vol. 6 No. 2 (2025): January
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author Biography

Bitok Kipkosgei, Kenyatta University, Kenya

 

 

References

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    Akhi, M. T. J., Sarker, M. A. H., & Fakir, M. K. J. (2023). Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 223-239.

    Ats?z, O., Leoni, V., & Akova, O. (2022). Determinants of tourists' length of stay in cultural destination: one-night vs longer stays. Journal of Hospitality and Tourism Insights, 5(1), 62-78.

    Balasubramanian, S., Shukla, V., Mangla, S., & Chanchaichujit, J. (2021). Do firm characteristics affect environmental sustainability? A literature review?based assessment. Business Strategy and the Environment, 30(2), 1389-1416.

    Barnes, S. J. (2022). Heritage protection and tourism income: The tourism heritage Kuznets curve. Tourism Review, 77(6), 1455-1471.

    Boronat-Navarro, M., & Pérez-Aranda, J. A. (2020). Analyzing willingness to pay more to stay in a sustainable hotel. Sustainability, 12(9), 3730.

    Boto-García, D., Baños-Pino, J. F., & Álvarez, A. (2019). Determinants of tourists’ length of stay: A hurdle count data approach. Journal of Travel Research, 58(6), 977-994.

    Cantele, S., & Zardini, A. (2020). What drives small and medium enterprises towards sustainability? Role of interactions between pressures, barriers, and benefits. Corporate social responsibility and environmental management, 27(1), 126-136.

    Chi, J. (2021). Revisiting the tourism-inequality nexus: evidence from a panel of developed and developing economies. Current Issues in Tourism, 24(6), 755-767.

    Dauti, M. B., Dauti, R., Krasniqi, M., & Nishiqi, D. (2021). The Perceptions of Residents and Businesses towards the Sustainable Development of Tourism. Journal of Environmental Management and Tourism, 12(1), 121-133.

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    Elkington, J. (1998). Partnerships from cannibals with forks: The triple bottom line of 21st?century business. Environmental quality management, 8(1), 37-51.

    Elshaer, I. A., Azazz, A. M., & Fayyad, S. (2024). Residents’ Environmentally Responsible Behavior and Tourists’ Sustainable Use of Cultural Heritage: Mediation of Destination Identification and Self-Congruity as a Moderator. Heritage, 7(3), 1174-1187.

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    Gupta, V., Sharma, S., & Sinha, S. K. (2023). How sustainable practices influence guests' willingness to pay a price premium in Fiji. Worldwide Hospitality and Tourism Themes, 15(3), 269-278.

    Han, H., Chen, C., Lho, L. H., Kim, H., & Yu, J. (2020). Green hotels: exploring the drivers of customer approach behaviors for green consumption. Sustainability, 12(21), 9144.

    Hanna, P., Wijesinghe, S., Paliatsos, I., Walker, C., Adams, M., & Kimbu, A. (2019). Active engagement with nature: outdoor adventure tourism, sustainability and wellbeing. Journal of Sustainable Tourism.

    Kang, K. H., Stein, L., Heo, C. Y., & Lee, S. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), 564-572.

    MacInnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of marketing, 53(4), 1-23.

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    Mathew, P. V., Cabral, C., & Mohandas, N. P. (2024). Influence of responsible tourism practices on the destination perceptions of tourists. International Journal of Tourism Research, 26(4), e2692.

    Mihai, V. C., Dumitras, D. E., Oroian, C., Chiciudean, G. O., Arion, F. H., & Mure?an, I. C. (2023). Exploring the factors involved in tourists’ decision-making and determinants of length of stay. Administrative Sciences, 13(10), 215.

    Modica, P. D., Altinay, L., Farmaki, A., Gursoy, D., & Zenga, M. (2020). Consumer perceptions towards sustainable supply chain practices in the hospitality industry. Current Issues in Tourism, 23(3), 358-375.

    Moise, M.-S., Gil-Saura, I., & Ruiz-Molina, M.-E. (2018). Effects of green practices on guest satisfaction and loyalty. European Journal of Tourism Research, 20(20), 92-104.

    Muja?evi?, E. (2024). An Overview of Foreign Direct Investments in Tourism and Hospitality Industry. Paper presented at the International Scientific Conference ERAZ.

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    Pasape, L. (2022). A review of the role of tour operators towards sustaining ecotourism in Tanzania.

    Pereira, E. M., Mykletun, R. J., & Hippolyte, C. (2012). Sustainability, daily practices and vacation purchasing: are they related? Tourism Review, 67(4), 40-54.

    Poort, M. E., Persson-Fischier, U., Martinsson-Wallin, H., Elf Donaldson, E., & Schaub, M. (2021). “Authenticity” as a Pathway to Sustainable Cultural Tourism? The Cases of Gotland and Rapa Nui. Sustainability, 13(11), 6302.

    Pulido-Fernández, J. I., & López-Sánchez, Y. (2016). Are tourists really willing to pay more for sustainable destinations? Sustainability, 8(12), 1240.

    Sidali, K. L., Huber, D., & Schamel, G. (2017). Long-term sustainable development of tourism in South Tyrol: An analysis of tourists’ perception. Sustainability, 9(10), 1791.

    Singla, A. (2024). Sustainable Commerce: Exploring the Role of Corporate Social Responsibility in Consumer Decision Making. Journal of Sustainable Solutions, 1(1), 21-24.

    Sulaiman, E., Fitralisma, G., Fata, M. A., & Nawawi, R. (2023). Empowering local communities engagement: Rural tourism and business innovation for SDGs desa. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 331-344.

    Tola, A., Minga, A., & Muca, E. (2024). Rural tourism: Nurturing prosperity and community resilience. Edelweiss Applied Science and Technology, 8(3), 279-289.

    Torres-Moraga, E., Rodriguez-Sanchez, C., & Sancho-Esper, F. (2021). Understanding tourist citizenship behavior at the destination level. Journal of Hospitality and Tourism Management, 49, 592-600.

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    Xing, W. (2024). Sustainable tourism: Pathways to environmental preservation, economic growth, and social equity. Applied and Computational Engineering, 66, 166-171. doi:10.54254/2755-2721/66/20240943

  1. Aguilera, R. V., Aragón-Correa, J. A., Marano, V., & Tashman, P. A. (2021). The corporate governance of environmental sustainability: A review and proposal for more integrated research. Journal of Management, 47(6), 1468-1497.
  2. Akhi, M. T. J., Sarker, M. A. H., & Fakir, M. K. J. (2023). Factors’ influence of E-WOM on travel intentions of tourists: A study on tourist places located in Bangladesh. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 223-239.
  3. Ats?z, O., Leoni, V., & Akova, O. (2022). Determinants of tourists' length of stay in cultural destination: one-night vs longer stays. Journal of Hospitality and Tourism Insights, 5(1), 62-78.
  4. Balasubramanian, S., Shukla, V., Mangla, S., & Chanchaichujit, J. (2021). Do firm characteristics affect environmental sustainability? A literature review?based assessment. Business Strategy and the Environment, 30(2), 1389-1416.
  5. Barnes, S. J. (2022). Heritage protection and tourism income: The tourism heritage Kuznets curve. Tourism Review, 77(6), 1455-1471.
  6. Boronat-Navarro, M., & Pérez-Aranda, J. A. (2020). Analyzing willingness to pay more to stay in a sustainable hotel. Sustainability, 12(9), 3730.
  7. Boto-García, D., Baños-Pino, J. F., & Álvarez, A. (2019). Determinants of tourists’ length of stay: A hurdle count data approach. Journal of Travel Research, 58(6), 977-994.
  8. Cantele, S., & Zardini, A. (2020). What drives small and medium enterprises towards sustainability? Role of interactions between pressures, barriers, and benefits. Corporate social responsibility and environmental management, 27(1), 126-136.
  9. Chi, J. (2021). Revisiting the tourism-inequality nexus: evidence from a panel of developed and developing economies. Current Issues in Tourism, 24(6), 755-767.
  10. Dauti, M. B., Dauti, R., Krasniqi, M., & Nishiqi, D. (2021). The Perceptions of Residents and Businesses towards the Sustainable Development of Tourism. Journal of Environmental Management and Tourism, 12(1), 121-133.
  11. de Araújo, A. F., Andrés Marques, M. I., Candeias, M. T. R., & Vieira, A. L. (2022). Willingness to pay for sustainable destinations: a structural approach. Sustainability, 14(5), 2548.
  12. Dodds, R., Graci, S. R., & Holmes, M. (2010). Does the tourist care? A comparison of tourists in Koh Phi Phi, Thailand and Gili Trawangan, Indonesia. Journal of Sustainable Tourism, 18(2), 207-222.
  13. Elkington, J. (1998). Partnerships from cannibals with forks: The triple bottom line of 21st?century business. Environmental quality management, 8(1), 37-51.
  14. Elshaer, I. A., Azazz, A. M., & Fayyad, S. (2024). Residents’ Environmentally Responsible Behavior and Tourists’ Sustainable Use of Cultural Heritage: Mediation of Destination Identification and Self-Congruity as a Moderator. Heritage, 7(3), 1174-1187.
  15. Gofurova, V. (2023). Tourism Impacts GDP Growth (and Decline). YASHIL IQTISODIYOT VA TARAQQIYOT.
  16. Gupta, V., & Chomplay, P. (2021). Local residents’ perceptions regarding the negative impacts of overtourism: A case of Shimla Overtourism as destination risk (pp. 69-80): Emerald Publishing Limited.
  17. Gupta, V., Sharma, S., & Sinha, S. K. (2023). How sustainable practices influence guests' willingness to pay a price premium in Fiji. Worldwide Hospitality and Tourism Themes, 15(3), 269-278.
  18. Han, H., Chen, C., Lho, L. H., Kim, H., & Yu, J. (2020). Green hotels: exploring the drivers of customer approach behaviors for green consumption. Sustainability, 12(21), 9144.
  19. Hanna, P., Wijesinghe, S., Paliatsos, I., Walker, C., Adams, M., & Kimbu, A. (2019). Active engagement with nature: outdoor adventure tourism, sustainability and wellbeing. Journal of Sustainable Tourism.
  20. Kang, K. H., Stein, L., Heo, C. Y., & Lee, S. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), 564-572.
  21. MacInnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of marketing, 53(4), 1-23.
  22. Martinez-Roget, F., Moutela, J. A., & Rodriguez, X. A. (2020). Length of stay and sustainability: Evidence from the Schist Villages Network (SVN) in Portugal. Sustainability, 12(10), 4025.
  23. Mathew, P. V., Cabral, C., & Mohandas, N. P. (2024). Influence of responsible tourism practices on the destination perceptions of tourists. International Journal of Tourism Research, 26(4), e2692.
  24. Mihai, V. C., Dumitras, D. E., Oroian, C., Chiciudean, G. O., Arion, F. H., & Mure?an, I. C. (2023). Exploring the factors involved in tourists’ decision-making and determinants of length of stay. Administrative Sciences, 13(10), 215.
  25. Modica, P. D., Altinay, L., Farmaki, A., Gursoy, D., & Zenga, M. (2020). Consumer perceptions towards sustainable supply chain practices in the hospitality industry. Current Issues in Tourism, 23(3), 358-375.
  26. Moise, M.-S., Gil-Saura, I., & Ruiz-Molina, M.-E. (2018). Effects of green practices on guest satisfaction and loyalty. European Journal of Tourism Research, 20(20), 92-104.
  27. Muja?evi?, E. (2024). An Overview of Foreign Direct Investments in Tourism and Hospitality Industry. Paper presented at the International Scientific Conference ERAZ.
  28. Nelson, K. M., Partelow, S., Stäbler, M., Graci, S., & Fujitani, M. (2021). Tourist willingness to pay for local green hotel certification. PloS one, 16(2), e0245953.
  29. Pasape, L. (2022). A review of the role of tour operators towards sustaining ecotourism in Tanzania.
  30. Pereira, E. M., Mykletun, R. J., & Hippolyte, C. (2012). Sustainability, daily practices and vacation purchasing: are they related? Tourism Review, 67(4), 40-54.
  31. Poort, M. E., Persson-Fischier, U., Martinsson-Wallin, H., Elf Donaldson, E., & Schaub, M. (2021). “Authenticity” as a Pathway to Sustainable Cultural Tourism? The Cases of Gotland and Rapa Nui. Sustainability, 13(11), 6302.
  32. Pulido-Fernández, J. I., & López-Sánchez, Y. (2016). Are tourists really willing to pay more for sustainable destinations? Sustainability, 8(12), 1240.
  33. Sidali, K. L., Huber, D., & Schamel, G. (2017). Long-term sustainable development of tourism in South Tyrol: An analysis of tourists’ perception. Sustainability, 9(10), 1791.
  34. Singla, A. (2024). Sustainable Commerce: Exploring the Role of Corporate Social Responsibility in Consumer Decision Making. Journal of Sustainable Solutions, 1(1), 21-24.
  35. Sulaiman, E., Fitralisma, G., Fata, M. A., & Nawawi, R. (2023). Empowering local communities engagement: Rural tourism and business innovation for SDGs desa. Journal of Sustainable Tourism and Entrepreneurship, 4(3), 331-344.
  36. Tola, A., Minga, A., & Muca, E. (2024). Rural tourism: Nurturing prosperity and community resilience. Edelweiss Applied Science and Technology, 8(3), 279-289.
  37. Torres-Moraga, E., Rodriguez-Sanchez, C., & Sancho-Esper, F. (2021). Understanding tourist citizenship behavior at the destination level. Journal of Hospitality and Tourism Management, 49, 592-600.
  38. Weber, F. (2019). Demand for sustainable tourism. Corporate sustainability and responsibility in tourism: A transformative concept, 265-281.
  39. Wu, D., Li, H., & Wang, Y. (2023). Measuring sustainability and competitiveness of tourism destinations with data envelopment analysis. Journal of Sustainable Tourism, 31(6), 1315-1335.
  40. Xing, W. (2024). Sustainable tourism: Pathways to environmental preservation, economic growth, and social equity. Applied and Computational Engineering, 66, 166-171. doi:10.54254/2755-2721/66/20240943