Institutional theory - Assessing longitudinal change towards sustainability in Tofino, Canada

Sustainability efforts are often examined at a firm or organizational level, however, examining multiple organizations under a broader destination level provides insight into how organizations interact within an institutional field. Undertaking a qualitative approach of multi-stakeholder interviews and content analysis, this study used institutional theory to determine which pressures have affected the move toward sustainability in Tofino, Canada. Findings show that coercive pressures have mainly forwarded movements toward sustainability. Mimetic and normative behaviours also affect change, and often, one isomorphic pressure affects another. Although there are still issues in the destination, the findings from this research provide many practical examples for other destinations to duplicate to achieve more sustainable development, which benefits all stakeholders and addresses the broader issue of equity, inclusion, conservation and planning. • Mimetic, coercive and normative pressures that affect a destination are often interrelated and intertwined. • Institutional Theory is a useful framework to understanding isomorphic pressures for sustainable development at a destination level. • The understanding of what sustainability means has broadened to include environmental, social, equity, justice and economic issues. • The inclusion of indigenous and nonprofit sectors are imperative for tourism destination management. • Longitudinal exploration is beneficial in understanding how stakeholders interact and how pressures shift.