DETUROPE - The Central European Journal of Regional Development and Tourism 2026, 18(1):163-180 | DOI: 10.32725/det.2026.007

Sustainable Tourism Attitudes Among Rural Residents in Slovakia

Martina Hudecová^a, Peter Šedík^b, Jaroslava Gburová^a, Janka Beresecká^a

^a Institute of Management, University of SS. Cyril and Methodius in Trnava, Námestie J. Herdu 577/2, 917 01 Trnava, Slovakia

^b Institute of Marketing, Trade and Social Studies, Faculty of Economics and Management, Slovak University of Agriculture in Nitra, Trieda Andreja Hlinku 2, 949 01 Nitra, Slovakia

Nowadays, sustainable tourism continues to shape contemporary tourism strategies. The study investigates rural residents’ attitudes toward sustainable tourism in Slovakia, with a specific emphasis on the environmental dimension and the identification of principal motives and barriers underlying these attitudes. A quantitative research design was adopted, operationalised through a structured online questionnaire administered between February and May 2025. The sample comprised 355 respondents living in rural areas of Slovakia. Findings indicate that the principal drivers for choosing sustainable destinations are the pursuit of novel experiences, support for local communities, and a strong sense of personal responsibility toward the environment. Conversely, the study identifies low levels of awareness and the prevalence of mass tourism as the most significant barriers to sustainable tourism development. The study highlights the need for targeted marketing and communication strategies focused on sustainability education and the promotion of behavioural change among tourists and local stakeholders.

Keywords: consumer behaviour, rural consumers, rural tourism, sustainable tourism, Slovakia

Received: February 2, 2026; Revised: March 10, 2026; Accepted: May 12, 2026; Published: May 16, 2026  Show citation