An Inductive Study with Travellers About the Perceived Barriers and Drivers to Sustainable Tourism Development in a Nature-Based Destination

The growing popularity of nature-based tourism triggers concerns about its environmental and cultural impacts, thereby initiating discussions on diversifying and reinforcing economic strategies. This situation is particularly relevant in destinations like Phuket, which strives to position itself as a premier global tourist hotspot while relying significantly on international tourist receipts to sustain its island economy. The study identifies the perceived barriers and drivers that prevent and enable tourists from participating in practices that support sustainability in nature-based destinations such as Phuket, shedding light on fundamental factors influencing tourist behaviours. The empirical data was gathered through 38 semi-structured interviews with Generation Z travellers and analysed thematically. The results highlight key barriers—costs, cultural differences, and convenience over sustainability—and drivers—social responsibility, policy support, and heightened awareness—impacting sustainable tourism development in Phuket. The study advances the discussion about the complicated interplay between individual motivations, external factors, and environmental realities in shaping tourists’ sustainable behaviours. Theoretical implications for tourism researchers and practical implications for policymakers and businesses are discussed in the paper.