**1. Introduction**

A concern of academics over the last couple of decades has been that of destination image [1], with it becoming one of the key topics among researchers. Although there have been many attempts to understand the concept of the image of a destination [1–3], it can be thought of as the accumulated perception of both cognitive and affective evaluations [4–6]. Almeida-Santana and Moreno-Gil (2018) [7] pointed out that the image's cognitive component concerns the beliefs and information in respect to a destination's attributes which are retained by tourists, whereas emotional feelings or responses to the characteristics of a place represent the affective component. Destination image has been defined by Bigne, Sanchez, and Sanchez (2001) [8] as the subjective interpretation of reality within the tourist's mind.

There is no doubt that tourists' profiles have undergone a significant change in recent years. Previous studies indicate a greater awareness of tourists on how their activity can impact on the destination's environment, society, and culture [9]. Thus, it can be said that sustainable tourist behavior is an extant and thriving field of study [9,10]. Some authors [11–13] dare to indicate that more and more tourists make purchases with an eye to the environmental, social, and economic quality of products. There is a growing trend towards the consumption of sustainable brands that influences the destination choice [14–17]. Therefore, currently, destinations are more concerned with sustainability in their response to adapt to the new demands of tourists [18]. Destination marketing organizations (DMOs) must be able to convey a sustainable destination image if they want to improve their levels of competitiveness.

Notable e fforts have been made within the literature to investigate factors which have an influence on image [18,19]; however, no research has undertaken analyses on the factors which determine a tourist's perception of an image of sustainable destination (SDI). Thus, the aim of this study is to understand whether tourists' sociodemographic, cultural, and behavioral characteristics influence their perception of a destination as being sustainable.

#### **2. Literature Review**

#### *2.1. Sustainable Destination Image*

A greatly explored construct within tourism literature is that of destination image [1,20,21]. Since its inception into the academic studies in the early 70s, scholars have sought to clearly define this concept. Fakeye and Crompton (1991) [10] defined destination image as the mental representation based on a group of images chosen by the tourist from the large amount of images available through di fferent information sources. The concept of a subjective, personal perception of the tourists was added latter by other researchers [8,22].

Sustainable destination has been defined by past studies as a destination which provides economic development, a higher level of standard of living, ecological preservation, and social and cultural heritage preservation [23,24]. However, SDI may be di fferently perceived by visitors.

Destination image research attempts to conceptualize the concept of destination image and to identify its dimensions [25–27]. These destination image researchers endeavor to unravel the components of this concept in order to facilitate DMOs in shaping strategies regarding customer segments. Thus, Echtner and Ritchie (1991) [19] claim a need for more research that will aim to provide an improved understanding of the destination image, further conceptualizing it in terms of an accumulation of attributes. Besides the more holistic impressions, it would also be important to measure the cognitive and a ffective images with the consideration immersed within the characteristics of the destination and the personal perception of the tourists [20,28]. Thus, the primary image is formed via acquisition of information through visitation of the destination [20], while information sources that are organic, induced, and autonomous form the secondary image [29].

Past research assumes that environmental and socioeconomic aspects of a location exhibit a direct linkage to the image of the destination [30], highlighting the importance of sustainability as a destination's positioning strategy. Consequently, Souza et al. (2014) [30] have claimed that the concepts of sustainability and image have a grounding in common basic aspects. However, past studies include sustainability as a component of cognitive image [27,31,32]. Given this prominence that sustainability is taking today, its association with the a ffective and general image of the destination is crucial.
