Considering the tourists’ viewpoint when creating a sustainable destination is crucial since marketing may be the driving force behind many sustainability initiatives. However, most of the literature has followed a supply-based perspective, ignoring the way that tourists view sustainability attributes. Therefore, this research attempts to address this gap in the literature by analyzing tourists’ perceptions concerning sustainability attributes in tourist destinations. This research aims to determine which of these traits are seen as most important by the tourists and to ascertain their willingness to pay for these aspects. The study is quantitative, based on an online questionnaire administered to Turkish cultural tourists. Exploratory and confirmatory factor analyses are used to obtain insights into how tourists consider sustainability aspects in tourist destinations. Thus, this research concludes that tourists view sustainability from a more varied perspective than that embraced by the classic definition of the concept, which comprises economic, environmental and socio-cultural dimensions. The findings of the study also determine that tourists favor sustainability attributes that are instrumental in enhancing their own tourist experiences. This information may be useful for destinations, providing guidance about how to market sustainable tourist destinations and encourage responsible tourism choices.

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