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Sustainable Tourism: The Elephant in the Room

Author

Listed:
  • Thomas Bausch

    (Competence Centre Tourism and Mobility, Free University of Bolzano-Bozen, 39031 Brunico, Italy)

  • Tilman Schröder

    (Department of Tourism, Munich University of Applied Sciences, 80539 Munich, Germany)

  • Verena Tauber

    (Competence Centre Tourism and Mobility, Free University of Bolzano-Bozen, 39031 Brunico, Italy)

  • Bernard Lane

    (EURAC Research, Centre for Advanced Studies, 39100 Bolzano, Italy)

Abstract

Research on sustainability and sustainable tourism has thus far avoided evaluating how tourists actually understand these terms. Instead, scholars have focused on the supply side, presuming a common and precise understanding of sustainability and sustainable tourism among all tourists and stakeholders. This study shows that most consumers link sustainability only to environmental issues, and understand sustainability differently from sustainable tourism. It finds significant interpersonal and intercultural differences regarding consumers’ conceptualisations of sustainability. The results illustrate that empirical research methodology for conceptualising consumers’ sustainability understanding frequently is doubtful or weak. This research exposes tourists’ limited understanding of sustainability, and helps tackle widespread scepticism about the effectiveness of sustainable tourism, by creating better informed sustainable tourism marketing.

Suggested Citation

  • Thomas Bausch & Tilman Schröder & Verena Tauber & Bernard Lane, 2021. "Sustainable Tourism: The Elephant in the Room," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8376-:d:602428
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    References listed on IDEAS

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    Cited by:

    1. Sofia Gomes & João M. Lopes, 2023. "Insights for Pro-Sustainable Tourist Behavior: The Role of Sustainable Destination Information and Pro-Sustainable Tourist Habits," Sustainability, MDPI, vol. 15(11), pages 1-17, May.
    2. Sofia Karampela & Alexis Andreopoulos & Alex Koutsouris, 2021. "“Agro”, “Agri”, or “Rural”: The Different Viewpoints of Tourism Research Combined with Sustainability and Sustainable Development," Sustainability, MDPI, vol. 13(17), pages 1-15, August.
    3. Diana Cunha & Elisabeth Kastenholz & Bernard Lane, 2021. "Challenges for Collecting Questionnaire-Based Onsite Survey Data in a Niche Tourism Market Context: The Case of Wine Tourism in Rural Areas," Sustainability, MDPI, vol. 13(21), pages 1-17, November.

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