**4. Results**

Below, in order to fulfil the aim of this study, a binomial logit model has been estimated with the perception of a sustainable destination image (SDI) as dependent variable. The model explored the existence of a relationship between SDI and sociodemographic, cultural, and behavioral characteristics of tourists.

A factor analysis was undertaken prior to estimating the model so as to examine the motivations' dimensions. The aim for this was to affect a reduction in their dimensions and an appropriate identification of the determining factors. With due regard to the criteria addressed in the literature,

each item has been classified in respect to the higher loading. With the majority of the factor loadings being greater than 0.40, this is an indication of a good correlation between the items as well as the factor grouping to which they belong [75,76]. The validity of these analyses was further supported by the outcome of Pearson correlation coefficient calculations for each of the variables and factors.

Completion of the factor analysis on the motivations revealed four dimensions that explain 55.93% of the variance. As portrayed in Table 2, the first factor incorporates 3 items which we have labelled as "Fashion, Fun, and Friends". Four items are collected together for the second factor, namely "Sun, Beach, Relax, and Family". The third factor also holds 4 items, in this instance, related to "Sports and Nature". Lastly, 2 items comprise the fourth factor named "Knowledge". Regarding the findings of the Cronbach's alpha calculations, it is necessary to consider that MOT4's low value could feasibly be consequential to this factor only consisting of 2 items, given that Cronbach's alpha is known to be sensitive to the number of items in a scale [68]. It can be said that these findings are largely in accordance with the literature [18,55,77,78].

Table 3 summarizes the results of the estimation for the proposed model. Regarding the consumer's previous experience as a tourist in a specific destination, it was unsurprisingly found that the greater the number of times a destination is visited, the greater is the likelihood of SDI being evident (β = 0.004; *p* < 0.01). Furthermore, it is also not surprising that a tourist having had a recent travel to the Canary Islands increases the probability of perception of SDI (β = 0.200; *p* < 0.01). These findings align with the argumen<sup>t</sup> that primary sources of information influence the perceived destination image, as suggested by Beerli and Martín (2004) [20].

As for advertising, tourists having seen advertisements about the destination have a positive influence on SDI (β = 0.187; *p* < 0.05), and thus, this portrays the importance of this tool being utilized by destinations (as secondary sources of information) for enhancing the image of sustainable destination.

Furthermore, the motivations related to going to places that are fashionable, to looking for entertainment and fun, and to enjoying and spending time with friends have positive effects on SDI (β = 0.365; *p* < 0.01). In the light of the results of our study, those tourists are 40% more likely to perceive the destination as sustainable. The motivations of rest and relaxation, of spending time in a destination with good beaches and pleasant climate, of enjoying and spending time with family, and going to comfortable places all positively influence SDI (β = 0.244; *p* < 0.01). They are 27.7% more likely to perceive SDI. The motivations of doing sports and being in contact with nature (β = 0.205; *p* < 0.01) also has a positive effect on the tourist perceiving SDI. These are the tourists with the minor probability to perceive SDI. However, the motivations to know new and different places and to escape from the daily routine do not have an influence on SDI.

Furthermore, the relationship between the nationality of the tourists and their perception of SDI was analyzed. Here, positive relations were revealed with the majority of the markets: Germany, Austria, Belgium, Spain, Russia, France, Netherlands, Ireland, Italy, Luxembourg, Norway, Poland, Portugal, United Kingdom, and Czech Republic. Therefore, the Canary Islands are more likely to be perceived as an SDI by tourists from these countries, whereas the nationalities of Denmark, Finland and Sweden were found to be nonsignificant. Attending to the differences between countries, it could be confirmed that the nationalities with a minor perception of sustainability are the Austrians, the Dutch, and those from Luxembourg. However, the Russians are those who, only because they are of this nationality, are more likely to perceive the destination as sustainable. The greatest value in the case of Russians can be explained by the fact that Russia could be considered as not being a typical European country and, further, that the preferences and experience of Russian tourists differ strikingly from those of tourists of the other European countries [79]. Those results give weight to the concept that national culture influences the way tourists from different countries interpret the sustainability and its fundamental role in the formation of sustainability image of tourism destinations [30].

The results found that age and level of studies determine SDI. The results show, in line with Baloglu and McCleary (1999) [31] and Calantone et al. (1989) [65], that the older a person is, the greater is the likelihood that the individual will perceive SDI (β = 0.163; *p* < 0.01). On the other hand, the relationship between the mean studies level of a tourist and SDI is negative (β = 0.140; *p* < 0.01).



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