Application of the Affinities Theory to the environmental sustainability of tourist destinations: The case of Ljubljana

Sustainability has become a critical concern for many destinations seeking to revitalize their tourism industry while also dealing with issues stemming from climate change. To address these challenges, practical strategies to manage the harmful effects of the environmental crisis are necessary. Despite the critical role of sustainability, there still needs to be more practical solutions for implementing it in practice. The article aims to (i) broaden the discussion on sustainable tourism and solutions to reduce the impacts of climate change, and (ii) to understand the relationships of affinities between pro-environmental initiatives and the characteristics of the destination based on the perceptions of tourists who visit the city of Ljubljana. This study analyses tourist perception in an urban destination focusing on reducing carbon footprint and promoting sustainable development. Through a case study and the application of Affinities Theory, a specific algorithm to recognise affinity connections, a database with 372 international tourists who visited Ljubljana is utilised. This study has an explanatory goal and uses a comprehensive method (quantitative-qualitative). The findings confirmed that the characteristics of the destination most relevant to the tourist are Sustainable, Environmentally Friendly, and Safe. The research acknowledged practical approaches to improve the competitiveness and sustainability of tourism. The results could assist managers and policymakers in formulating sustainability-based strategies and reducing decision-making uncertainty. Also, it deepens the theoretical understanding of sustainable tourism and climate change mitigation strategies using a modelling and simulation method that other researchers can replicate in different contexts. This innovative research employs the Affinities Theory to assess Ljubljana's urban sustainability, examining how environmental practices can help reduce climate change's impact and how tourists perceive these practices.