Sustainable tourism is critical to achieving, directly or indirectly, all of the Goals defined by the United Nations for sustainable development. It has been included as a specific target in Goals 8, 12, and 14 as a lever for pursuing inclusive and sustainable economic growth, sustainable consumption and production, and the sustainable use of oceans and marine resources, respectively (UNWTO, 2022). Business scholars can help managers and policy makers to understand how to adopt production practices that protect the environment and society, and enhance the consumers’ preferences for sustainable products and services. In particular, researchers should help understanding the gap between intentions and behaviour that exists in sustainable tourism. The positive attitude of tourists towards sustainable products or services does not emerge as a reliable predictor of making sustainable vacation choices (Juvan & Dolnicar, 2014). This inconsistency makes it difficult for tourism decision makers to design effective strategies that increase the sustainability of places around the world. We believe that it is possible to mitigate this issue by redefining what we observe and how we observe it.