The Role of Digital Technology and Sustainable Practices in Tourists' Decision Making

Introduction

Choosing a tourist destination is a complex process that involves the evaluation of various options and factors. Tourists consider a variety of elements before deciding where to travel. Within the literature review of this field, there are several most prominent models and theories. For example, the destination choice set model, formulated by Van et al. (2003), addresses the choices of domestic travel or travel to foreign countries. The Conceptual model of Desiring at a Distance is based on Bullough's theory of psychological distance which suggests that the separation between subject and object is an important way to achieve an aesthetic experience. Oppermann's theory in the cultural context states that distance is an important factor in the decision-making process since geographical proximity reduces travel costs and effort and cultural proximity also reduces the risk of unpleasant experiences (language, food, social manners, etc.) (Van et al., 2003).

Facilitators refer to the destination attributes that help satisfy a tourist's motivations, while those attributes that are not congruent with their motivations are called inhibitors (examples of facilitators include travel motivation factors such as novelty, relaxation and learning). Cultural distance can be a facilitator if some attribute of the destination satisfies the needs of the tourist, e.g., the search for novelty. Cultural distance can also potentially play the role of an inhibitor, as this construct can be correlated with travelers' risk perception, which is one of the main factors when it comes to selecting an international travel destination. But beyond destination choice theories, there are other factors that drive tourists to make one decision or another. Among them the perception, motivation and behavior of the tourist. Tourist perception refers to how visitors experience and understand a tourist destination based on their senses, emotions, beliefs, expectations, and previous experiences. Perception can vary widely from one tourist to another, as it is influenced by individual and contextual factors. For example, for a tourist looking for nature, flora and fauna, uniqueness, nature/remoteness, activities and entertainment, quality of the landscape, orientation and information, pleasant climate, accessibility, security, price, friendly attitudes of residents become key factors locals and tourism services and infrastructure (Suresh et al., 2022).

Tourism motivation refers to the factors and desires that drive people to travel and explore tourist destinations. Understanding tourists' motivations is essential for the tourism industry, as it helps businesses and destinations adapt their offerings to meet travelers' needs and expectations. Authors such as Mansfield (1992) or Jin et al. (2012) mention motivational models based on push and pull factors, or variables such as climate, quality of accommodation and the attitude of the hosts as motivators of the choice. Tourist behavior refers to the study of how individuals and groups make decisions related to travel and tourism. Understanding tourist behavior is essential for the tourism industry and for marketing and hospitality professionals, as it allows them to adapt their offers and services to meet the needs and expectations of travelers. In the Consumer Choice model, tourism demand is influenced by a series of economic, social, political, psychological and technological factors.