Changing responsible behavior : implications for the development of sustainable tourism

Responsible tourism has become a widespread paradigm over the last decades. However, the tourism industry is still affected by over-tourism, and the current COVID-19 pandemic even further revealed the gap between theoretical sustainability and the practical implementation of sustainable tourism concepts. Sustainable concepts are on destination agendas, but the action often remains absent. Hence, sustainable rethinking, rebalancing of tourism behavior, and taking responsibility are required. Therefore, this thesis aims to determine how responsible tourism practices can be promoted and encouraged among stakeholders in a destination. Qualitative, semi-structured expert interviews were conducted with diverse supply-side stakeholders in one destination to answer the research question. By applying the theory of planned behavior, the interviews provided comprehensive insights into the understanding of responsible tourism, identified behavioral patterns, perceived responsibilities, challenges, and drivers for sustainable development. The results allowed the detection of motivators and strategies encouraging stakeholders to implement responsible tourism practices. Based on these drivers, propositions for further research are established, and managerial implications for destination management organizations and tourism enterprises are derived.
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Innsbruck, Univ., Masterarb., 2021