Abstract
Research on sustainability and sustainable tourism has thus far avoided evaluating how tourists actually understand these terms. Instead, scholars have focused on the supply side, presuming a common and precise understanding of sustainability and sustainable tourism among all tourists and stakeholders. This study shows that most consumers link sustainability only to environmental issues, and understand sustainability differently from sustainable tourism. It finds significant interpersonal and intercultural differences regarding consumers’ conceptualisations of sustainability. The results illustrate that empirical research methodology for conceptualising consumers’ sustainability understanding frequently is doubtful or weak. This research exposes tourists’ limited understanding of sustainability, and helps tackle widespread scepticism about the effectiveness of sustainable tourism, by creating better informed sustainable tourism marketing.