How regional-specific factors impact on the decision to engage in sustainable tourism activities

There has been a surge in interest in sustainable tourism activities in recent years; see for example: Bassi and Martin, 2024; Secondi et al., 2024; del Mar Alonso-Almeida, 2024. While the individual level determinants which impact on the decision to engage in sustainable tourism activities, such as age, employment and family status have been considered in the literature, it is likely that individuals' activities are shaped by their own experiences and attitudes
towards tourism in their home region. Overtourism is one such experience that may shape individual activities. Interest in overtourism has increased since the Covid-19 pandemic (Santos-Rojo et al., 2023) and this paper contributes to the literature by examining how the intensity of tourism activity in the individuals home region, impacts upon their decision to engage in sustainable tourism activities when they travel. Data from the Flash Eurobarometer
on attitudes of Europeans towards tourism in 2021 is supplemented by data on European NUTS regions to conduct regression analyses. The results will be of interest policymakers and stakeholders in the European tourism industry.