From Vision to Metrics: Validating the Building Blocks of Sustainable Tourism in Firms

Abstract

This study is grounded in a novel approach of sustainable tourism through the concept of the Tourism Cooperative (TC). Its theoretical foundation lies in the broad understanding of the natural world and environment as well as their interconnectedness with human factors. In order to establish a balance between tourism sustainability and human actions, four constructs were examined: market orientation, circular economy, innovation, and Sustainable Development Goals (SDGs). A sample of 108 tourism firms in Tenerife was used to explore the theoretical and practical relevance of the four constructs and their role in shaping sustainable tourism practices. The reliability analysis confirmed the constructs’ formulation. The TC model views sustainability as an ongoing and adaptive process that emphasizes knowledge sharing and power dynamics. Therefore, this research demonstrated that mutual cooperation among all tourism stakeholders is fundamental for tourism companies to adopt sustainable business models and thus contribute to tourist destinations being directed towards sustainable development. Limitations and future research directions concern mainly construct interrelations and the application of the study in different contexts.