Implicit and Explicit Attitudes Toward Sustainable and Non-Sustainable Tourism Destination Images

To explore and analyze explicit and implicit tourist attitudes towards destinations that are trying to project a sustainable image and the ones that are not doing so, a research was performed using a questionnaire as a method of direct evaluation and an Implicit Association Test as a method of indirect evaluation to 123 tourists from 20 different nationalities. Results show significant differences between both methods which seem to undercover that in the same way that several organizations have a rhetorical (and even cynical) discourse about sustainable development, consumers may have their own too.