*2.2. Motivations*

Motivations, as one of the key influences that guides the development of a destination image, are included in the models of destination choice and image formation [33]. These motivations can be grouped with respect to push and pull factors [34]. For Dann (1977) [35], what can be termed as internal (push) motives are linked to tourists' wishes and include such aspects as desires to escape or rest and to acquire prestige, adventure, and social interaction. Pull factors, on the other hand, are connected with a destination's attractiveness and resources. Previous research has shown that an individual's internal motivations significantly a ffects the formation of destination image [20,25]. For instance, Baloglu (2000) [36] found the relationship between motivations to relax, escape, and gain knowledge to be statistically significant.

In current tourism literature, motivation has often been used as a criterion of segmentation [37–39] with this method being suggested as one of the most e ffective [34,40]. Easy categorization of heterogeneous groups of tourists via these motivational factors has been shown to be possible by numerous empirical studies [41–43]. Thus, an expansion of knowledge on the various motivations of tourists is important for the positioning of brands in di ffering markets [44,45]; however, previous

literature has not paid special attention to the relationship between motivations to travel and SDI. Thus, the contribution of this study resides in a better understanding of this relationship. This can help DMOs in their choice of content to be communicated according to the motivations of tourists.

## *2.3. Cultural Background*

A considerable volume of research has utilized national culture as a rationale for market segmentation [45–47], and thus, it is felt to be an appropriate basis for segmentation. Nationality has received growing attention in research studies since Hofstede (1980) [48], as it has been argued to be one of the most influential aspects that a ffects tourism behavior [49–52] and influences destination image [53–57]. Furthermore, national culture plays a key role in the way tourists from di fferent countries interpret the sustainability and, in consequence, as a fundamental element on the sustainability image of tourism destinations [30].

Nevertheless, extant research on the manner in which national culture a ffects consumer behavior [58] and specially perceived destination image [59] is still not su fficiently conclusive. Researchers are seeking further studies on segmentation which utilize geographical criteria [60,61] that better guide the development of more improved, e fficient marketing strategies [45,62].

Considering that which has been mentioned so far, the purpose of this paper is to initiate debate on the relationship between the image of tourism destination sustainability and the tourists' countries of origin. There is importance, both with respect to the academic realm and for practitioners, to have clarity in understanding how the national culture of tourists might cause SDI to di ffer. Through this, the design of better marketing strategies will be possible, which will lead to a more appropriate positioning of sustainable tourism destinations within di fferent cultures.

## *2.4. Sociodemographic Characteristics*

Consumer behavior research has traditionally been linked to sociodemographic characteristics, and these have been frequently used as segmentation criteria [63]. The incorporation of sociodemographic variables as factors influencing the perception of a destination's image has occurred in most image formation models [31,64]. Studies have identified that there are di fferences in image perceptions by gender, age, and level of education [31,65].

Given the changes in consumer behavior in relationship with sustainability, there is a need for the development of further research on SDI from the perspective of market segmentation. It is feasible that segmentation criteria that has a basis in sociodemographic characteristics may not be fully aligned with the profile of sustainable tourists.
