Capturing the role of environmental triggers in destination evangelism: tourists’ perspectives from Oman

Drawing on the social cognitive theory and place attachment theory, this research aims to investigate how environmental sustainability awareness influences environmental attitude and destination satisfaction, and how these factors impact destination evangelism. It also examines the moderating role of sustainable intelligence between destination satisfaction and evangelism.

A quantitative approach was applied using PLS-SEM to analyse data gathered, through a self-administered survey, from tourists visiting tourist destinations in Oman.

The findings indicated that environmental sustainability awareness significantly impacted environmental attitude and destination satisfaction; however, it did not affect evangelism. Apart from the reality of limits to growth, the remaining dimensions of attitude have no impact on destination evangelism. Additionally, the link between destination satisfaction and destination evangelism is significant; however, sustainable intelligence has no interaction impact on this link.

From a practical perspective, this study offers guidance for relevant stakeholders, suggesting that improvements to environmental awareness, quality and increased sustainability could increase destination satisfaction and visitor evangelism. In addition, the research outcomes help shape decision-makers’ practices to sustain the positive progress of the tourism industry, with specific reference to Oman.

This work offers a novel contribution to tourism and destination marketing literature by uniquely examining how environmental triggers influence destination evangelism in Oman, with a focus on sustainable intelligence, offering valuable theoretical insights and practical implications for marketers and policymakers aiming to leverage sustainability in tourism destinations.