DETUROPE | 2026
Authors: Hudecová M.; Šedík P.; Gburová J.; Beresecká J.
DOI: 10.32725/det.2026.007
Journal: DETUROPE
Year: 2026
Publisher: Regional Science Association of Subotica (Drustvo za Regionalne Nauke)
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
Nowadays, sustainable tourism continues to shape contemporary tourism strategies. The study investigates rural residents’ attitudes toward sustainable tourism in Slovakia, with a specific emphasis on the environmental dimension and the identification of principal motives and barriers underlying these attitudes. A quantitative research design was adopted, operationalised through a structured online questionnaire administered between February and May 2025. The sample comprised 355 respondents living in rural areas of Slovakia. Findings indicate that the principal drivers for choosing sustainable destinations are the pursuit of novel experiences, support for local communities, and a strong sense of personal responsibility toward the environment. Conversely, the study identifies low levels of awareness and the prevalence of mass tourism as the most significant barriers to sustainable tourism development. The study highlights the need for targeted marketing and communication strategies focused on sustainability education and the promotion of behavioural change among tourists and local stakeholders. © 2026 Regional Science Association of Subotica (Drustvo za Regionalne Nauke). All rights reserved.
consumer behaviour; rural consumers; Slovakia; sustainable tourism; tourism