Even though the World Tourism Organization described Sustainable Tourism as a tourism form that could contribute to the future survival of the industry, the current reality is quite different, since it has not been firmly established in society at expected levels. The present study analyzes which variables drive the consumption of this tourism type, taking tourist awareness as the key element. To this awareness, we must add the current crisis experienced by the tourism industry caused by COVID-19, since it can benefit Sustainable Tourism development, promoting less crowded destinations that favor social distancing. For this, the existing literature on Sustainable Tourism has been examined in order to create a model that highlights the relations among these variables. To determine the meaning of these relations, a sample of 308 tourists was analyzed through structural equation models using Partial Least Squares. The results show that there is a clear attitude on the part of the tourist to develop Sustainable Tourism, driven by the positive effects and motivation it entails, as well as the satisfaction the tourist perceives when consuming a responsible tourism type.
Keywords: attitude; motivation; positive effects; satisfaction; sustainable tourism.