Sustainable Tourism Development

Abstract
Tourism has experienced continued expansion and diversification over the past decades,
becoming one of the world's largest and fastest growing sectors, with significant effects on the
economy, society, and environment. However, tourism can lead to environmental degradation
and the loss of local identity. As a result, the necessity for long-term tourist development is
becoming increasingly apparent. Sustainable tourism is an economic sector that has little harmful
impact on the environment and local culture, while also contributing to revenue production,
employment, and the preservation of local ecosystems. This study employs the laddering
technique in in-depth interviews, which allows for a more gradual exploration of the problem's
depth, as well as conducting in-depth, unstructured interviews, employing the laddering
methodology, and using focus groups as a complementary method to help capture the
dimensionality of issues related to tourism development. It was concluded that tourism will
expand, sometimes fast, because only roughly one-tenth of the world's population now travels
worldwide. Then, the primary responsibility is to control expansion in a way that is suitable for
visitors, the destination environment, and the host people.
Keywords: Sustainable tourism, tourism development, social constructivism.
1. Introduction.
Tourism has witnessed considerable development and diversification over the last
decades (Jones et al., 2016), becoming one of the world's largest and fastest expanding
industries, with significant implications on the economy, society, and environment (Modica,
2020, Mihalic, 2016). Tourism, in addition to its monetary influence, might be a role in
environmental preservation, promotion, and cultural appreciation and understanding among
people if handled properly (UNWTO, 2016, Gopalakrishnan et al., 2012). Tourism, on the other
hand, has the potential to degrade the environment and erode local identity (Mihalic, 2016). As a
result, the necessity for long-term tourist development is becoming increasingly apparent.
Sustainable tourism is an economic sector that has no harmful impact on the environment and
local culture while also contributing to revenue production, employment, and the preservation of
local ecosystems (Cole and Browne, 2015).
The hotel business is perceived to be hesitant to adopt the sustainability concept (Trang et
al., 2019). However, given the effects that hotels have on the environment and local populations
(de Grosbois, 2012), sustainability has recently become an "important question" for hotels (Jones
et al., 2016, Deloitte, 2014). In fact, hotels' response to rising customer awareness of
sustainability (Font & McCabe, 2017; Han et al., 2018) is shown in it being the primary factor of
doing business in the hotel sector (Hossein et all, 2020, Han et al., 2018; Law et al., 2016).
Hotel industry, as a main contributor to tourism (Hossein et all, 2020, Mihalic, 2016;
Wanger and Gursoy, 2010), must maintain environmentally responsible standards to ensure that
hotels can reduce their negative impact on the environment, while still providing high-quality
service to hotel guests. The existing literature suggests that hotels are presenting the focal points
for sustainable tourism development (Modica, 2020, Trang et al., 2019, Mihalic, 2016, Eric et
all, 2014), as they have a great impact on the environment through their water consumption,
energy consumption, and waste generation (Hossein et all, 2020). Identification and
understanding of the hotels’ attitudes towards sustainable tourism and their motivation for
implementation of the sustainability practices is thus extremely important.
The majority of the literature on hotels' views and motivations toward sustainable tourism
has been based on the positivistic worldview and quantitative methodology, with only a few
studies adopting solely qualitative research approaches (Trang et al., 2019, Law et all, 2016, Eric
et al, 2014, Nunkoo & Ramkissoon, 2009, Gutman 1982). Relying on a quantitative approach,
literature seldom delves further into the motivations and justifications for the hotel business to
implement sustainable tourism policies.
Furthermore, no research looked at organisational values as a possible motivator for
hotels to embrace sustainable business practises. Organizational values are central to
organisational culture (Wadhwa, Parimoo, 2017, Bocken et al., 2014, Cooke et al., 1988), and
there is evidence that they are linked to organisational decision-making (Wadhwa, Parimoo,
2017; Bocken et al., 2014), which is one of the central problems in sustainable tourism adoption
and development (Boons and Lüdeke-Freund, 2013). Thus, knowing corporate values may aid in
recognising competing values or identifying possibilities to improve the social and
environmental effect of appropriate activities.
The absence of study on the alignment of organisational principles with sustainable
tourism practises in hotels corresponds to a lack of qualitative exploration of this subject field.
Existing qualitative research (Bocken et al., 2014; Sohrabi et al., 2012; Lepp, 2007) do not
investigate the relationships between underlying values, attitudes, and behaviours in the
deployment of sustainable tourism practises by hotels. Thus, the purpose of this study is to
investigate organisational values as motivators for implementing sustainable practises in the
hotel business.
This suggested study fills the aforementioned vacuum by employing a qualitative
approach known as Mean-end chain theory (MECT) and its accompanying laddering technique
to investigate and debate hotel attitudes toward sustainable tourism. Values are recommended as
antecedents of attitudes and views in certain methodologies. This allows for a distinct viewpoint
on attitudes and thoughts toward sustainable tourism in the hotel business. According to this
viewpoint, values underpin attitudes and behaviour, and the MECT approach may also be
applied to the context of behaviour and attitudes in sustainable tourism (Wadhwa, Parimoo,
2017, Eric et all, 2014, Bocken et all, 2014, Nunkoo & Ramkissoon, 2009). No prior research
into tourism decision-making has employed this technique.
2. Review of Literature.
Tourism has grown and diversified over the last few decades, becoming one of the
world's largest and fastest expanding industries, with significant implications on the economy,
society, and environment (Trang et al., 2019, Mihalic, 2016). Tourism, in addition to its
monetary influence, might be a role in environmental preservation, promotion, and cultural
appreciation and understanding among people if handled properly (UNWTO, 2016; Jones et al.,
2016). Tourism, on the other hand, has the potential to degrade the environment and erode local
identity (Modica, 2020, Font & McCabe, 2017, Mihalic, 2016). As a result, the necessity for
long-term tourist development is becoming increasingly apparent.
Sustainable tourism is an economic sector that has little harmful impact on the
environment and local culture, while also contributing to revenue production, employment, and
the preservation of local ecosystems (Streimikiene, 2021, Han et al., 2018, Cole and Browne,
2015). Sustainable tourism development entails the following sustainable tourism practises: I
optimal use of natural resources while preserving ecological processes, natural heritage, and
biodiversity; (ii) respect for the community's social and cultural values, preserving cultural
heritage and traditional values with intercultural understanding and tolerance; and (iii) long-term
planning for improving economic opportunities and alleviating poverty with a constant c
(Hossein et all, 2020, Eric et all, 2014, Stern, 2010).
According to the available literature, hotels are recognised as a focal point for sustainable
tourism development (Hossein et al., 2020; Han et al., Trang et al., 2019, Mihalic, 2016; Choi
and Sirakaya, 2005, Bianchi 2004), as they have a significant impact on the environment through
water consumption, energy consumption, and waste generation (Hossein et all, 2020; Jones et al.,
2016). As a major contributor to tourism, the hotel sector (Han et al., 2018, Font & McCabe,
2017; Wanger and Gursoy, 2010) must maintain ecologically responsible standards to guarantee
that hotels may decrease their negative environmental effect while still offering high-quality
service to hotel guests.
Nonetheless, doubts have been raised about the motivations motivating hotels' adoption
of sustainable measures (Font & McCabe, 2017; Wymer & Polonsky, 2015). Many sustainability
programmes are implemented primarily for the financial benefits connected with cost-cutting or
to improve business image (Khan et al., 2018) and establish community links and staff loyalty
through greenwashing initiatives (Jones et al., 2016, Font et al., 2012). A favourable association
between profitability and the implementation of sustainable practises has been discovered
(Hossein et al., 2020), which is thought to be the consequence of a beneficial effect on customer
perceptions, attitudes, and behaviours (Molina-Azorin et al., 2009). Given the growing customer
awareness of the importance of eco-friendly and responsible consumption (Cronin et al., 2011;
Sheth et al., 2011), an increasing number of hotels are implementing sustainability strategies
(Moise et al., 2018).
Many research has focused on the incentive for hotel engagement in sustainable practises
(Hossein et all, 2020, UNWTO, 2018, 2019, 2016; Eric et all, 2014, Kasim, 2009; Molona et al.,
2009). A large variety of publications investigate hotel managers' views, experiences, and
opinions of sustainable tourism practises in various nations (Hossein et all, 2020, UNWTO,
2018; Grey & Grorge, 2010). Some studies explore the perceived problems and constraints to
hotel management practise implementation (Modica, 2020, Han et al., 2018, Font & McCabe,
2017). However, no research has looked at organisational values as a viable motivator for hotels
to embrace sustainable business practises. Neither of them recognises competing values or
opportunities to improve the social and environmental effect of appropriate activities.
Organizational values study is needed since they serve as the foundation for business
practises (Bocken et al., 2014, Goodman 2010, Reid, C. and Fynes, B. 2001, Hawk, 1995,) and
have a substantial influence on a firm's long-term economic performance (Chen 2016, Wadhwa,
Parimoo, 2017, Schein, 1990). Most crucially, organisational values - a collection of norms,
beliefs, expectations, and understandings established by workers and the organisation (Wadhwa,
Parimoo, 2017) - are fundamental to organisational culture. There is also evidence that they are
connected to organisational decision-making (Wadhwa, Parimoo, 2017), which is one of the
major issues in the development and acceptance of sustainable tourism (Boons and Lüdeke-
Freund 2013).
 Given the shortcomings of previous studies and the limits of quantitative approaches in
collecting attitudes and actions, the author contends that qualitative methods are particularly
good for capturing hotel attitudes and associated subtleties.
Sustainable tourism planning is the most effective way to reduce or avoid irreversible
environmental damage while also minimising social, environmental, and economic costs that
affect tourist destinations and optimising the benefits of tourism development (Seraphin et al.,
2018, Macário de Oliveira & Pasa Gómez, 2015). This has progressed to the point that groups
like the World Tourism Organization (UNWTO) encourage nations to consider sustainability as
a global priority (Saarinen, 2018).
According to existing research, hotels are crucial locations for accomplishing sustainable
tourism goals (Higgins-Desbiolles, 2020, Hossein et al., 2020; Han et al., Trang et al., 2019,
Mihalic, 2016). The hotel sector has a significant environmental effect due to its high levels of
water and energy consumption, as well as garbage creation (Hossein et al, 2020; Jones et al.,
2016, Ceptureanu et al., 2018). As one of the major contributors to tourism, the hotel business
must be the first to maintain responsible standards in order to limit its environmental effect while
delivering great service to its visitors (Tegar & Gurning, 2018, Han et al., 2018, Font & McCabe,
2017).
Despite this, the motivations driving the hotel business to embrace sustainable practises
are debatable, as several studies have investigated (Mak & Chang, 2019, Font & McCabe, 2017;
Wymer & Polonsky, 2015; Hossein et al, 2020; UNWTO, 2018, 2019, 2016). Some research has
concentrated on hotel managers' experiences, perspectives, and attitudes toward sustainable
practises in their different nations (Ivanov, Seyitolu, & Markova, 2020; Hossein et al, 2020;
UNWTO, 2018; Saenyanupap, 2011). Other studies choose to emphasise the obstacles and
constraints that hostels face while implementing proper, long-term management (Modica, 2020,
Han et al., 2018, Font & McCabe, 2017).
However, there appears to be a paucity of quantitative and qualitative research that
identify the underlying reasons for, and address the organisational values that drive efforts to
enhance social and environmental impact in the hotel business. As a result, this is the gap in the
literature that will be filled following a comprehensive assessment of the concepts and theories.
2.1. Sustainable Tourism Development
Sustainability is defined as a "keeping the business running" tool, but it is also used to
describe "future-proofing" for enterprises, with the goal of establishing a successful present
without jeopardising the integrity of the future (Ivanov, Seyitolu, & Markova, 2020; Zarta, 2017;
Fredriksson, 2015). Furthermore, sustainability is described as the capacity to address future
generations' demands while successfully serving present consumers' expectations (Constitutive
Act of the Sustainability Committee, 2019). As a result, a sustainable company strategy must
focus on providing constant value while also taking into account long-term environmental,
financial, and social preservation (Saarinen, 2018).
Sustainable tourism is an economic sector with a low environmental and cultural effect
that promotes money generating, job creation, and ecosystem preservation (Hossein et al, 2020).
Sustainable tourism requires the optimal use of natural resources while preserving ecological
processes and cultural heritage. It is also necessary to respect the community's social and cultural
values, as well as to consider constant planning to improve local economic conditions and
contribute to the social progress of the area.
The evidence suggests that there is currently a greater need for organisations to
demonstrate "socially desirable behaviour," possibly due to a greater societal awareness of the
impact of organisations on the environment, so that these entities choose a business strategy to
achieve sustainable growth (Blaga, 2018). Many sustainability projects are implemented to
maximise financial benefit or to improve business image, community partnerships, or employee
loyalty (Bourne, Jenkins, & Parry, 2019, Khan et al., 2018; Jones et al., 2016).
A positive correlation has been discovered between sustainability practises and an
organization's profitability, leading to the conclusion that the adoption of these practises
influences consumer perceptions, attitudes, and behaviour, taking into account that the
population's increased environmental awareness has made responsible and environmentally
friendly consumption more important (Hossein et al., 2020; Molina-Azorin et al., 2019; Khalid,
et al., 2020). The global greenhouse effect, with the assumption that it will rise in the following
years. Furthermore, the carbon footprint caused by tourism is due to increased demand for
transportation, power, and resources, which leads to a decline in the quality of natural and
cultural assets. At the same time, the advantages generated by increased visitor influx result in
long-term environmental drawbacks, such as reduced air quality and a scarcity of lodging.
In the face of these challenges, the United Nations World Tourism Organization (2020)
continues to maintain a set of standards for the sustainable growth of tourism. Similarly, optimal
use of environmental resources that aid in biodiversity conservation is encouraged, while
preserving the socio-cultural legacy of the region and contributing to economic viability via
innovation and the pursuit of benefits for all stakeholders (UNWTO, 2020). Similarly, in order to
achieve the goal of sustainable tourism, tourism activities must be planned while taking into
account natural resource management and their capacity for renewal, in order to evaluate policy
proposals and tools that allow decision-making and achieve more sustainable destinations
(Santos & Gesinaldo, 2018).
Several impediments lie in the way of effective and high-quality participation by all
stakeholders. These constraints include the difficulty of encouraging more people to participate
and offer high-quality ideas, a lack of public knowledge and awareness of the benefits of
participation, and a lack of communication initiatives by authorities (Pan, et al., 2018). Changes
to the participation process are required to increase participation, remove barriers, and assist the
public in gaining confidence and abilities, with an emphasis on increasing the people's ability to
engage through education and other methods.
2.2. Why is sustainable tourism crucial?
The future of tourism depends on sustainability (Lane, 2018). As a result, assessing the
environmental repercussions of industry has become a worldwide problem (Bai and Bai, 2014).
The tourist business has not been an exception; in fact, it is a critical aspect since tourism relies
on natural resources for its survival, conservation of the environment, and continued expansion
of the activity (SolimarInt, 2018). Today's new tourist trends are concerned with nature and its
preservation; in the tourism industry, they are referred to by many terms such as ecotourism,
sustainable tourism, agrotourism, rural tourism, and nature tourism, among others (Nordic
Council of Ministers, 2018).
 Today, the tourism industry is one of the world's greatest economic sectors, accounting
for 10.4% of global GDP and 334 million jobs, or 9.9% of overall employment in 2019. A
statistic that was severely reduced the following year due to the COVID -19 epidemic, with 62
million jobs lost and just 5.5% of global GDP in 2020. (WTTC, 2021).
Nonetheless, tourist activity fosters a stable economy by permitting foreign currency
revenue, job creation, and the expansion of company prospects, all of which contribute to the
population's economic progress. Although there are several advantages to the tourist industry,
there are also negative elements that have an influence on the social, environmental, and cultural
realms, which are generated by the modification of spaces and localities as a result of tourism
development (Garca and Martinez, 2017).
Today, the majority of tourism began in endangered ecosystems. As a result, many
habitats, such as tiny islands, rural regions, and coastal areas, are deemed susceptible to
excessive human activity. Without a doubt, tourism has a negative and diversified influence on
natural regions (Agüera, 2014). Despite the fact that visitors engage in low-impact activities in
small groups, they have negative consequences known as "diffuse impacts" (Zimmermann,
2018). They are less severe than the preceding ones, but they can reach a greater region,
changing the environmental conditions in places that are not only dedicated to tourism services.
Finally, it assigns those caused by the number of tourists that visit a location at the same time;
that is, the more people who visit a certain region, the greater the effect on the natural
environment (SolimarInt, 2018).
The tourist industry understands the importance of controlling load capacity in each
location to minimise environmental, economic, and social damage globally (Veiga, et al., 2018,
WTO, 2017). That is why attention should be paid to the load capacity as the maximum number
of people they can visit simultaneously without harming the physical, economic, and socio-
cultural environment and an unacceptable drop in quality of visitor pleasure (WTO, 2017).
On the other side, the greatest visible impact of tourism is pollution in all its
manifestations (Zeng, Bi, & Feiock, 2021). At the same time, overcrowding, traffic congestion,
environmental degradation, and inadequate waste management are all manifestations of this
sector's negative influence on the environment (Lenzen, 2018). Tourist activities rely on the
environment to deliver their services, which is why this business, particularly the hotel industry,
must adhere to environmental policy instruments that attempt to control and decrease their
environmental effect (Marins et al, 2015).
2.3. Challenges and opportunities of sustainable tourism
While the notion of sustainable tourism is spreading over the world, its practical
application continues to face problems (Day, 2018). The first problem that these methods face is
that tourism is a complex adaptive system with many diverse players, which necessitates
collaboration among numerous enterprises to supply specialised products and services to
passengers (Lu and Nepal, 2019, SolimarInt, 2018). Furthermore, because tourism lacks a "top-
down" structure, National Tourist Authorities (NTA) have attempted to transfer the duty of
centralising travel and tourism concerns to governments through regulatory roles and regulations.
2.3.1. Tourism and COVID-19
The COVID-19 crisis has created uncertainty throughout the world and in many areas of
the economy, since they are now unable to forecast the future. Tourism is one of the industries
most touched by this fact, and it will be one of the most affected in 2020 (Higgins, 2020, WTTC,
2021; UNWTO, 2020). This is because tourism promotes socioeconomic development by
creating jobs (among other things), reducing poverty, and increasing affluence by giving unique
possibilities for women, minorities, and youth (WTTC, 2021).
The epidemic also posed a challenge to sustainability and tourism. This sector has
experienced several obstacles, including communication, security, marketing, and digitalization (
WTTC, 2021). Nonetheless, its ability as a job creator is outstanding, with the majority of work
performed by micro, small, and medium-sized businesses (Goh, 2021). The COVID-19
epidemic, on the other hand, has left its impact on worldwide tourism, particularly the hotel
subsector and its full value chain (Duro et al, 2021).
Because to the start of population segregation and border closures in early March 2020,
hotel demand was near to nil only one month after the pandemic was announced, kicking off a
process of delocalization (Wickowski, 2021). It was at least a record dip, greater than the 2018
financial crisis, which predicted a 58% to 78% loss in international visitors (UNWTO, 2020).
Travel and tourism are among the most affected industries as the world cope with an
unprecedented global health, social, and financial calamity as a result of the COVID-19
outbreak, with aircraft grounded, hotels closed, and travel restrictions imposed in practically
every country.
2.3.2. Greenwashing
Society is paying greater attention to its influence on the earth and has begun to be
interested in methods to implement sustainable practises (Antari, N, & Connell, 2021).
Customers, however, fall for an ecologically responsible public image that firms wish to offer
owing to ignorance and a false feeling of duty (Peiris and Nishadi, 2019). Still, it is an erroneous
or purposely false image, and tourist firms and institutions are not immune from engaging in
some actions in order to look environmentally friendly to the public (Goverder & Govender,
2016).
The emergence of greenwashing has met the recent desire for sustainable tourism (Kaur
and Singh, 2019). Companies make inaccurate or overstated promises about sustainability in
order to obtain market share. Greenwashing has been present since the late 1980s, but it has
lately become more prevalent due to increased demand for sustainable alternatives. More than
90% of sustainability promises in commercial ads have been proven to be bogus since 2009.
Misleading advertising also affects the tourist sector (Yang, et al., 2020). For example, at least
half of all UK lodging providers have engaged in greenwashing (Pile, 2017).
There is evidence of greenwashing in the hotel sector, which can show in a variety of
ways. A frequent strategy is to use tactics that distinguish a product as green without describing
the critical features of the environment. For example, it is usual for hotels to promote the use of
recycled stationery, but often fail to examine the industrial aspects of the recycling, which might
create more environmental damage than standard stationery (Batista, & Lima, 2020, Kaur and
Singh, 2019, Goverder & Govender, 2016).
A variation on this tactic is simply not providing proof while selling the "green" goods,
such as an agency advertising an "eco-tour" without producing environmental claims or
credentials to back it up. Making ambiguous sustainability promises that the buyer will not
question is another prevalent type of these activities (Kaur and Singh, 2019).
3. Sustainable Tourism: Case studies
An interesting example of sustainable tourism is the efforts undertaken in Indonesia to
promote cultural events (Astawa et al 2018). The notion of a tourism village in Indonesia is
comparable to earlier research findings that balance the economics, socio-cultural, and
environment, with a greater emphasis on culture. The three components coexist in the tourism
village, resulting in a sustainable tourism village.
The Indonesian government promotes tourism villages in order to progress villages and
revenue sharing. The programme has been running since 2013 and is based on the number of
international visitors that visit Indonesia, with 38.45% of them visiting Bali (Dinas, 2016a). The
number of international visitors visiting Bali in 2015 was 4.001.835, while the number of
domestic tourists was 7.147.100. (Dinas, 2016b).
The tourism development plan, based on the concept of numerous tourism villages, will
have an impact on the development of new infrastructure, the increase in waste production, the
alteration of ecosystems, the introduction of exotic species of animals and plants, the loss of
traditional habits, and the increase in the prices of goods and services (Belsoy, Korir and Yego,
2012).
Other consequences included an increase in crime and drug usage as a result of a lack of
social interaction with the locals. Bali, a small island, will undoubtedly face worrisome
challenges as a result of these repercussions. Sustainable tourism is a constructive strategy aimed
at reducing the tensions and friction caused by the complex relationships between the tourist
sector, visitors, the environment, and the communities that host vacationers (Astawa et al 2018).
Previous research has shown that sustainable tourism is becoming increasingly crucial in
preserving the natural balance in a tourism town. Sustainable tourism development is concerned
not only with the environment, but also with the past and future well-being of the community
(Belsoy, Korir and Yego, 2012).
Furthermore, culture is a source with the ability to grow tourism, such as the peaceful
culture applied in Bali, which has allowed Ubud Village to remain one of the top international
destinations to present (Astawa et al 2018). The harmonic culture, known as tri hita karana (the
three reasons of happiness), is a sustainable idea that the World Trade Organization has approved
for use in the tourist business. The primary cultural principle is to preserve harmony with the
creator of nature and its content through religious rituals such as worship rites. The actions have
turned into a tourist attraction (Astawa et al 2018).
The second principle is to preserve natural harmony with other humans without
differentiating one another. The principle is put into action by the incorporation of culture and
religion that respects humans from birth through death, such as the ngaben ritual at funerals. The
third notion is preserving harmony with nature, in which society maintains the environment well
because they feel that doing so is a kind of devotion to God; hence, the process of environmental
conservation is structured in custom and religious norms (Astawa et al 2018). Harmonious
culture is crucial in developing human personalities, generating sustainable tourism, and
improving a company's performance.
Cultic event activities linked to tri hita karana culture, which promoted harmony with
God, human beings, and nature, provided significant legitimacy for the execution of the green
event idea; hence, the model test received strong community support. It was demonstrated
through a study of cultural activities that prioritised respect for environment, followed by
activities between people and God. In practise, however, all aspects should be present in various
cultural events, with just the percentage varying (Astawa et al 2018).
Despite their youth, the Cultic event participants exhibited a high level of environmental
awareness. It was a favourable environment for the growth and maintenance of nature via
enjoyable leisure, ensuring that the harmonious notion of national culture is maintained
throughout the ages. The community was quite concerned about the long-term viability of
tourism (Astawa et al 2018). It is seen through their active participation in the event, as well as
their devotion to cultural and ecological conservation.
On the contrary, the instances of Thailand and Malaysia call into question whether tourist
operations can ever genuinely be entirely sustainable. Thailand and Malaysia have the most
difficult situations, the former on the human side and the later on the environmental side.
Indonesia's high score in the sustainability category shows that an increase in visitor numbers
would not be detrimental to tourism sustainability (Cernat and Gourdon, 2007). A variety of
particular steps may be taken to improve tourist sustainability.
There are four types of environmental activities now in place: institutional capacity
building, the formation of protected areas, investment in environmental projects (sanitation,
water, and waste management), and private action control. The WTO also discusses in depth
strategies for mitigating these effects. At the policy level, development plans that incorporate
tourism and define tourist zones should identify rights of access to regions and examine what
kind of activities are appropriate for the area.
Subsidies, for example, might be used to encourage more sustainable practises and give
cash to support environmental protection. Infrastructure development projects should employ
low-impact building techniques, natural species for landscaping, and acceptable architectural
styles. Recycling, trash minimization, and energy efficiency programmes should all be
considered in infrastructure building (Cernat and Gourdon, 2007).
When it comes to infrastructure, Indonesia appears to be trailing behind in terms of
potential. In terms of hotel rooms, for example, the Sustainable Tourism Benchmarking Tool
framework indicates a significant discrepancy between tourism activities and tourist numbers.
Thailand must also increase its tourist service supply capabilities, particularly in terms of tourism
infrastructure (Cernat and Gourdon, 2007). According to the metrics of the Sustainable Tourist
Benchmarking Tool, Indonesia appears to have more suitable infrastructure to support tourism
growth than Malasia and Thailand.
4. Discussion.
First and foremost, there should be a balanced perspective on the notion of sustainability.
Because sustainability arose from environmentalism, many scholars exhibit a form of 'nature
worship' and are rather anti-change. However, rather than just recognising human beings and
industries as part of nature, it should be remembered the role of people in mastering, harnessing,
and utilising nature.
Tourism will expand, sometimes fast, because only roughly one-tenth of the world's
population now travels worldwide. Then, the primary responsibility is to control expansion in a
way that is suitable for visitors, the destination environment, and the host people. Second, there
is a pressing need to design policies and practises that are both theoretically sound and
practically viable. Without effective ways of converting aspirations into reality, sustainable
tourism risks becoming outdated and ineffective as a viable policy alternative for real-world
tourist growth. Rather than focusing on developing or relabelling the different offshoots of mass
tourism, we should investigate methods to apply the ideas of sustainable development to
mainstream, traditional mass tourism. Greater efforts should also be made to promote sustainable
tourism norms, standards, and best practises throughout the world through accreditation agencies
such as the World Tourism Organization and the Sustainable Tourism Stewardship Council (Font
& Sallows, 2002).
Third, in order to increase our knowledge of the features and changing patterns of
tourism, as well as its dynamic interaction with the environmental, technical, social, and
economic surroundings, a systems view is required (Liu, 1994). The systems approach is not
only a way of looking at our environment and a framework for cognition, but it is also
unmistakably a mental attitude or a philosophy (White et al., 1984). It allows for the analysis,
description, and synthesis of various points of view from a broad perspective (Kaspar, 1989).
Finally, in order for researchers with diverse educational and intellectual backgrounds to
collaborate in a more harmonious and effective manner, an interdisciplinary approach to
researching sustainable tourism should be taken. It is advised that researchers studying locals'
attitudes toward tourism employ the laddering approach to determine the means-end chain
connected with such opinions.
5. Conclusions
The use of sustainability principles is the greatest strategy to protect tourism sites from
social, cultural, and environmental damage. Tourism, when organised properly, may also
enhance revenue and be a source of prosperity for the local community. Because tour operators
may draw financing from banks and investors, tourism may be viewed as an easy method to get
finance. Sustainable activities can assist minimise operational expenses by lowering waste
creation and water and energy use. However, more competent personnel are required, thus
human capital will expand as well. A durable reputation adds value to the brands of tourism
businesses and enhances their market position, making them less subject to short-term market
and economic shocks. Although adopting concepts of sustainable development in this manner is
an expensive process, it can be advantageous in the long run.
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