Exploring the sustainable tourism practices among tour operators in Malaysia
2020
Maisarah Abd Hamid | Salmi Mohd Isa
Sustainable tourism is important issue in tourism industry, being one of the recent practices employed in hospitality industry. Tour operators are the stakeholders in tourism industry that have obligations towards sustainable tourism due to their roles towards destination and business sustainability. However, studies related to involvement of tour operators in sustainable tourism practices are still limited, especially from Malaysian perspective. Therefore, this study intends to explore the sustainable tourism practices adopted by tour operators in Malaysia. A preliminary study of qualitative approach was undertaken to identify sustainable tourism practices adopted by tour operators in Malaysia, focusing on sustainable business management and sustainable destination management. Ten semi-structured interviews were used in this study, focusing on tour managers and tour business owners who are directly involved in tour operators’ operations. A content analysis was used in data analysis to identify sustainable tourism practices adopted by tour operators in Malaysia. 31 sustainable tourism practices were identified under the sustainable business management and sustainable destination management. In conclusion, the results of this study have the potential to contribute towards the knowledge on sustainable tourism practices for tour operators in Malaysia as well as practically helping tour operators to adopt sustainable tourism practices in their daily operations.
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