The Relationship Between Tourism Stakeholder Awareness and Adoption of Sustainable Destination Management Practices

Abstract

This study examines the relationship between tourism stakeholder awareness and the adoption of sustainable destination management practices in The Gambia. Guided by the Theory of Planned Behavior, the study investigates how stakeholders’ awareness influences their participation in sustainable tourism policy development and their intention to adopt sustainable practices. A quantitative case study design was employed, and data were collected from key tourism stakeholders, including government officials, tourism businesses, local communities, NGOs, and tourists. The data were coded in Microsoft Excel and analysed using SPSS. Descriptive statistics were used to summarise respondents’ characteristics and key variables, while Pearson correlation and simple linear regression were applied to examine relationships among stakeholder awareness, policy development, and adoption of sustainable destination management practices. The findings show a moderate to high level of stakeholder awareness, particularly regarding the economic benefits of sustainable tourism, cultural preservation, environmental responsibility, and innovation for destination competitiveness. Stakeholders also demonstrated strong intentions to adopt, implement, and promote sustainable tourism practices. However, limited training, inadequate community awareness campaigns, insufficient participation in policy formulation, and financial constraints remain key barriers to implementation. The study concludes that stakeholder awareness supports positive attitudes and adoption intentions, but long-term implementation requires inclusive policy development, regular capacity building, stronger institutional coordination, and financial support. The study contributes empirical evidence from a developing country context and offers practical insights for strengthening sustainable tourism governance in The Gambia.