In search of the pro-sustainable tourist: A segmentation based on the tourist “sustainable intelligence”

• Incorporating the demand perspective for the sustainable management of destinations is a key factor.
• “Sustainable intelligence” conditions the motivations, expectations and behaviours of tourists.
• “Sustainable intelligence” is a key concept for policymakers and destinations managers.
• It is possible to identify segments of demand with a trend towards sustainable behaviour.
• It is possible to generate and manage “sustainable intelligence” of tourists in a tourism destination.

It is suggested in this paper that in any debate about sustainable tourism, it is essential to focus on the visitor. The paper reports findings derived from a latent class analysis premised on the concept of “sustainable intelligence” on the part of the tourist. Using this method, three segments were found to display differing levels of commitment, attitude, knowledge and/or behaviour with regard to sustainability; these parameters being measures of “sustainable intelligence”. Data were derived from 1188 respondents who had stayed at least one night in Western Costa del Sol (Spain), a mature sun and sand tourism destination currently undergoing rejuvenation. Three tourist segments were identified — the reflective, unconcerned and prosustainable tourist; thereby not only identifying implications for destination management and a discussion of how sustainability may be purchased, but also contributing to the literature by demonstrating the viability of the concept of “sustainable intelligence”.