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Individuals around the globe engage in sustainable consumption in their everyday life,\ude.g., when it comes to individual transportation. Although tourism behavior contributes to global\udcarbon emissions to a considerable extent, consumers' awareness of sustainability in the tourism\udindustry is still underresearched. Placing eco-labels next to tourist offers on websites might direct\udconsumer's perception towards more sustainable offers. By employing eye-tracking techniques and\udsurveys, this research aimed at linking information about sustainable tourist offers, perception of\udeco-labels and subsequent perception and preferences of tourism services. In Study 1, eight existing\udhotel offers with sustainability certification (four different labels) were selected and their websites\udpresented to 48 participants (four websites each), whose eye movements were tracked. After looking\udat each website, they rated the overall appearance of the website. Based on the results, in the second\udstudy, participants' (n = 642) awareness of labels, their values and attitudes regarding sustainable\udbehavior were found to influence their preference for certified tour operators. In addition, individuals'\udideas of their perfect holidays were captured to allow a better understanding of their motivation.\udThis research proposes implementing appropriate sustainable labeling in the tourism industry to\udincrease awareness about sustainability among travelers and subsequently increase sustainable \udtravel behavior

Fostering Sustainable Travel Behavior: Role of Sustainability Labels and Goal-Directed Behavior Regarding Touristic Services