Tourism planning as a social practice in times of change and uncertainty: views from a troubled Latin American country

Tourism planning is seen as a ‘steering wheel’ to leverage growth, development or economic transitions during times of adversity and rapid change. Given the limited capacities within the public sector, consultants play a crucial role in tourism planning efforts in Ecuador. Drawing from practice theory and tourism planning research, we examined tourism planning practices among 46 consultants contracted by public institutions between 2017 and 2021. A multiple correspondence analysis identified associations within four analytical categories of practice: general understandings, practical understandings, rules and teleoaffective structures. The findings reveal bundles of tourism planning practice at the intersection between traditional approaches centred on spatial and strategic planning, and emergent approaches that prioritize innovation, action towards social change, sustainability and flexibility. By applying a social practice theory approach, we provide a fresh lens to understand tourism planning as an ongoing process shaped by practitioners’ knowledge, know-how, beliefs and context in a developing country.