Perceived sustainability and its effects on trust and WOM intention: A study in nature and cultural tourism

This research aims to investigate the effects of perceived sustainability on tourist trust and word-of-mouth (WoM) intention. A survey was carried out on 450 international tourists visiting Bali during the May-August 2018 period. The measuring scale used was the Likert's scale, and the analysis instrument used was WarpPLS. The research results indicate that perceived sustainability had a significant effect on tourist trust, that perceived sustainability had a significant effect on WoM intention, and that tourist trust had a significant effect on WoM intention. The results contribute to the closing of the gaps in previous research studies, especially those on the effects of perceived sustainability on tourist trust and WoM intention at culture and nature-based destinations. Based on the results, it is recommended that tourist destination management maintain sustainability by conserving nature, preserving local cultures, and appreciating tourists' value of money so that the tourists have a trust in the tourist destinations' future and have a strong intention to recommend to others.