Beyond SDGs: Why Sustainable Tourism Is About Values, Not Just the Environment
A study by LAU researcher Dr. Guy Assaker reveals that travelers’ sense of responsibility is shaped by social and ethical concerns as much as environmental awareness.
In a world where sustainable tourism is often reduced to recycling bins and energy-efficient lighting, a study by Dr. Guy Assaker, professor at LAU’s Adnan Kassar School of Business (AKSOB), reframes the conversation by placing people, values and moral responsibility at its center.
The study demonstrates that how people travel is shaped by their awareness of broader social and economic challenges, as well as the values they bring with them across borders.
“There has been growing global awareness of the Sustainable Development Goals (SDGs), but tourism research has rarely examined how each of these goals actually influences travelers’ decisions,” said Dr. Assaker. “I wanted to understand sustainability in a comprehensive and realistic way, not just through an environmental lens.”
Published in the Journal of Hospitality and Tourism Insights, the study titled “Sustainability concerns on pro-sustainable travel behavior: combining the United Nations SDGs, norm activation model and value theory” breaks new ground by examining all 17 SDGs together in a tourism context.
Doing so entailed overcoming a major methodological challenge as no previous studies on tourism had examined all 17 SDGs together, explained Dr. Assaker. “That meant developing a new measurement scale from the ground up and making sure it accurately captured how travelers think about sustainability,” he said.
Based on data from 200 US respondents to the study who had traveled internationally within the previous year, the findings challenge long-standing assumptions in the field. “What the findings clearly show is that travelers are more likely to behave responsibly when they are aware of social and economic issues such as poverty, wellbeing, education, clean energy and climate action,” Dr. Assaker said.
Crucially, these concerns strengthen a traveler’s sense of responsibility and moral obligation, but awareness alone is not enough—values matter, particularly altruism. Those with higher levels of altruism are more receptive to SDG-related concerns, making them more likely to act responsibly while traveling.
“When people feel a sense of moral obligation, especially if they are more altruistic, sustainability concerns are far more likely to translate into real behavioral change,” Dr. Assaker noted.
The implications of these findings are especially relevant for Lebanon. “In a collectivist society like Lebanon, where social bonds and concern for others are deeply rooted, these effects may be even stronger,” Dr. Assaker said. “Visitors who connect with local communities are more likely to feel sensible about how their actions affect people and places.”
For Lebanese tourism businesses, including hotels, tour operators and municipalities, the study offers clear and practical guidance. “Sustainability efforts are most effective when they align with a broad range of SDGs and are made visible to travelers,” said Dr. Assaker. “Actions such as reducing waste, adopting renewable energy, supporting local communities and promoting fair labor practices can activate travelers’ sense of responsibility and encourage more sustainable behavior.”
By openly addressing issues such as waste mismanagement, coastal pollution and ecosystem degradation, tourism authorities and businesses can inspire visitors to act more responsibly, from reducing personal waste to supporting eco-conscious providers and respecting natural and cultural sites.
At a broader level, the study opens new opportunities for collaboration between AKSOB and key stakeholders in Lebanon’s tourism ecosystem, including ministries, municipalities and the private sector. Integrating SDG themes into destination planning, marketing strategies and visitor education can strengthen Lebanon’s approach to eco-tourism and cultural tourism while aligning national strategies with global sustainability goals.
“This model offers an opportunity for business schools and tourism programs to rethink how sustainability is taught,” Dr. Assaker said, “by linking global challenges, personal values and real-world decision-making.”
As Lebanon continues to navigate environmental, economic and social pressures, research such as this reinforces LAU’s commitment to producing knowledge that matters. The study offers a more realistic and ethical path forward, one that recognizes that how people travel is inseparable from what they care about and who they feel responsible for along the way.