Problem statement
The tourism enterprise performs an important function inside the international economic system, however, it's also a good-sized contributor to environmental degradation and social inequities. As worries about sustainability and responsible travel continue to grow, there may be a pressing want to understand the quantity of customer consciousness of sustainable improvement standards within the tourism industry. Notwithstanding several efforts via various stakeholders to sell sustainable practices, a crucial difficulty remains: to what volume are customers informed and aware of those principles, and the way does their cognizance have an impact on their alternatives and behaviours inside the tourism zone?
This hassle is compounded by the reality that the achievement of sustainable tourism practices in large part relies upon customers' willingness to adopt environmentally pleasant and socially responsible behaviours for the duration of their journeys. Without adequate purchaser recognition and engagement, the capacity nice influences of sustainable tourism initiatives are notably hindered. Consequently, it is critical to investigate and recognize the contemporary state of consumer focus inside the context of the tourism enterprise and explore the underlying factors, demanding situations, and possibilities that shape this attention.
In mild of these concerns, this literature overview targets to deal with the gap in understanding using comparing the present literature on the notice of sustainable development among consumers inside the tourism industry. The review will look at the elements influencing consumer awareness, the effectiveness of advertising and marketing and verbal exchange strategies, the effect of attention on selection-making, and the limitations to growing recognition. Through doing so, this study seeks to provide precious insights into the critical nexus between client cognizance and sustainable improvement inside the tourism quarter, in the long run contributing to the continued efforts to make tourism more sustainable and accountable.
Review of customers have a significant impact on the implementation of sustainable practices in the travel and hospitality sector. Research highlights the significance of raising consumer awareness of sustainability issues and encouraging travellers to engage in sustainable travel behaviours^[1] Using eco-friendly marketing techniques, like as short films, can raise consumer knowledge of their environmental responsibilities and support the long-term growth of tourism destinations^[2]. In order to practice responsible tourism, traveller’s must be aware of their effects on the environment and society and work to reduce their negative effects while increasing their good ones^[3]. The World Tourism Organization (WTO, 2022)^[22] Sustainable tourism principles emphasize the need for a balanced approach to tourism development by encompassing environmental preservation, social responsibility, and economic health^[4]. Achieving sustainable development objectives in the field of sustainable tourism requires efforts to close the intention-behaviour gap^[5]. Environmental stress can be greatly decreased by promoting environmentally friendly behaviour among guests in the hospitality and tourism industries^[23].Environmental stress can be greatly decreased by promoting environmentally friendly behaviour among guests in the hospitality and tourism industries .stated that sustainable tourism development manages all the current and future economic, social, and environmental effects, and also labels the needs of visitors, the industry, the environment, and host communities. Consumer knowledge of sustainable development in the travel and tourism sector is essential for encouraging eco-friendly behaviour and guaranteeing the long-term sustainability of travel destinations. The importance of customer behaviour in promoting sustainable tourism practices has been highlighted in recent research^[6][24]. Literature analysed theories of development and sustainability, pointing out distinctions between conceptions of sustainable development and sustainable tourism, assuming that the goals and tenets of sustainable development cannot be applied to the travel and tourism sector. Subsequently, According to, It is vital to comprehend the attributes of consumers who engage in sustainable tourism in order to establish sustainable practices throughout^[7] Studies show that eco-friendly travellers who practice sustainable tourism are in high demand since they have less of an impact on the environment and have more purchasing power^[8]. According to there exists a strong correlation between the sustainable development of tourism and economic growth, which in turn positions the sector as a major catalyst for sustainable socioeconomic development on a worldwide scale^[9]. Over time, sustainable tourism policies have garnered attention, demonstrating the sector's dedication to environmentally friendly practices^[10]. This review paper come-up with recommendation in the field of sustainable tourism by structured review of literature available. Despite multiple studies in the area of sustainable tourism, it is constantly experiences changes with new demanding situations while changing the technology and elements adopted by tourism. Tourism has a huge financial, environmental and social impact on the world today, so improving tourism industry will be impacted by above mentioned dimensions. The expansion of the global economy, social and technological development in a continuous process, the analysis of the new and special features of the tourist companies present in tourism industry is necessary to achieve the sustainable development of industry. One of the features is about the geographical location of the company. The companies in same geographical location should work closely and by complimenting or collaborating to attain the sustainable development and achieve collective success of business. Innovations will lead to new processes and contribute to successes worldwide and can define groups and; operating under a new effective organizational processes that generalizes ideas, offering some aggressive advantages and nicely opens up new opportunities in tourism^[25].
Thus, the sustainable tourism industry can be achieved by innovating new processes and procedures in the day to day operation of business both at geographical and international level. In addition, tourism is defined as a business that stands out for its remarkable diversity, integrity and various plans. It is the wonderful union of the structural additions that form a tourism enterprise that provides the prerequisites for tourism service companies to collaborate in implementing improvements^[15].
Tourism sector of some of the countries has been identified as a major contributor to their economy.
According to the World Travel and Tourism Council (2020) article^[21], there was a growth of 3.9% in the travel and tourism industry which is more than the growth in global economy which grew by only 3.2% for the eighth consecutive 12 months. In the last 5 years out of 5 jobs created 1 job was created by travel and tourism industry. making tourism and tourism an excellent partner for governments in job creation. This industry has been supporting 10% of all jobs and 10.3% of global GDP. Travel industry depend on multiple factors like nature, health etc., they may get affected negatively by respected over use. Therefore, to prevent environmental degradation in tourism development special focus is required and multiple studies and research has been done to prevent environmental issues^[19][16][14]. The term green tourism refers mainly to tourism that deals with the environmental problems of tourism^[16]. Tourism industry affects the carbon dioxide by 8% globally^[26]. These figures increased the importance of development of sustainable tourism. Several studies have been conducted providing indicators for development of sustainable tourism. the indicators are in the areas of environment impact mitigation, reduction of carbon dioxide, increase on dependence of renewable energy sources, waste management and more^[22].. use of latest technological advancements and new approaches using research and development will help in solving the impact of high demanding nature of tourism development on ecology. After the economic crisis and pandemic, there has been impact on tourism and the speed of technological development. The reduction in tourism has an impact on the economy of countries where the tourism is a major contributor the economy. It has also impacted the investment in technological development which lead to impact on the climate change.  However, the consequences of the previous financial disaster can be seen throughout the sector and in various countries the economy has slowed down; the economic system simply has little chance of becoming a powerful money force. Funding was found for the development of technology and the identification of social problems of sustainable development. It is also worth noting that comfort-enhancing entertainment - tourism plays an important role. The lifestyle of the resident of the host country also plays a vital role in the development of sustainable development for the tourist. If the resident lifestyle has incorporated renewable energy in their lifestyle they are going to use the same elements to provide the services to the tourist. This is going to create more sustainable tourist industry in the host country^[18][17][12]. Generalizing the claims presented, assumptions can be made to find approaches to maximize extraordinary lifestyles and consequently avoid another financial crisis worldwide^[11][13]. It provides development prospects for sustainable tourism by strengthening the competitiveness of tourism companies and improving tourist destinations in a sustainable way. The development of global sustainable tourism has increasingly become a key strategic objective for the world's great destinations. Priority sites seek protection for future generations and explore sustainable remediation strategies and techniques. Global tourism leaders understand that sustainable tourism development is critical to the preservation and renewal of indigenous subcultures. Tourist spots often rely on medicinal herbs and growth.