SUSTAINABILITY-ORIENTED PREFERENCES FOR ADRIATIC ISLAND DESTINATIONS: AN EXPLORATORY PCA APPROACH
Abstract: This study examines sustainability-oriented tourist preferences for Adriatic island destinations and explores the underlying dimensions that structure destination choice. Particular attention is given to natural and environmental values, tourism and development pressures, cultural authenticity, local identity, and the experiential qualities associated with island tourism. The empirical research was conducted between June and September 2025 on a stratified random sample of 529 tourists visiting selected Adriatic islands. Data were collected using a structured questionnaire covering socio-demographic characteristics, travel behaviour, destination values, and sustainability- related attitudes and perceptions. Descriptive and bivariate analyses examined individual preference patterns, while principal component analysis (PCA) was used as an exploratory technique to identify the underlying structure of sustainability-oriented destination preferences. The measurement instrument demonstrated high internal consistency, while the Kaiser–Meyer–Olkin measure and Bartlett’s test confirmed the suitability of the data for component analysis. The findings indicate that tourists attach particular importance to natural and environmental qualities, contact with nature, lower tourism intensity, and the preservation of cultural and local identity. The exploratory PCA revealed three distinct dimensions of sustainability-oriented island destination preferences: avoidance of mass tourism and development pressures, natural values and the psychological experience of vacation, and cultural authenticity and local identity. Together, these dimensions accounted for 67.80% of the total variance. The findings contribute to a more differentiated understanding of sustainability-oriented destination choice by demonstrating that tourists perceive island sustainability as a multidimensional combination of environmental, experiential, developmental, and cultural attributes. The study also provides practical implications for destination managers seeking to balance tourism development with environmental preservation, authentic visitor experiences, and the protection of local identity.
Keywords: Adriatic islands; island destinations; sustainability-oriented preferences; tourist preferences; sustainable tourism; principal component analysis