The Case of the Maldives: Has the COVID-19 Pandemic Changed Luxury Consumers' Behavior Toward Sustainability?

This study examines luxury tourists' behavior toward sustainability in the aftermath of the pandemic, with a particular focus on the Maldives, a destination renowned for both its luxury offerings and commitment to sustainable practices. A qualitative approach was employed, featuring structured interviews with one hundred European tourists who had visited the Maldives and stayed at luxury resorts, alongside semi-structured interviews with three tour operator managers who sell the destination. In addition, secondary data provided by the tour operator were used to support the analysis and triangulate the data for more robust findings. The results show a significant shift in consumer attitudes: luxury travelers have become increasingly sensitive to sustainability and the protection of the environment since the pandemic. The tourists in the sample reported heightened awareness of their personal environmental impact and a greater desire to mitigate it. Furthermore, participants expressed a willingness to pay a premium for environmentally sustainable services and products, demonstrating a clear preference for businesses that can substantiate their eco-friendly practices through credible certifications and accreditations. These findings highlight the growing importance of sustainability in shaping luxury consumer behavior in the post-pandemic era.