The impact of sustainable organizational culture on consumer decision-making and destination choices in tourism enterprises

Abstract This study examines how elements of sustainable organizational culture in tourism enterprises influence consumers’ perceptions and destination-related decisions. Drawing on the Theory of Planned Behavior (TPB) and the Norm Activation Theory (NAT), the study explores the relationships between sustainability awareness, sustainability attitudes, the perceived importance of organizational culture, and the evaluation of tourism enterprises. The empirical analysis is based on a purposive samp