PERCEPTION OF KEY STAKEHOLDERS ON SUSTAINABLE TOURISM PRACTICES: THE CASE OF VILLA DE LEYVA, COLOMBIA

Sustainable tourism promotes initiatives that enhance natural and cultural assets while addressing social, environmental, and economic impacts. This study aims to assess the perceptions of residents, public officials, and tourism managers in Villa de Leyva regarding sustainable tourism and their contributions to its development. The town is a recognized colonial heritage site and a certified sustainable tourism destination. However, it faces challenges in balancing tourism growth with sustainable development. The methodology employed a qualitative approach, utilizing a case study design. Hence, data were collected through semi-structured interviews with twelve participants representing four stakeholder groups: farmers, hotel managers, tourism entity leaders, and public sector officials. The results reveal that although Villa de Leyva is certified as a Sustainable Tourism Destination, it lacks an adequate legal framework, which led to the creation of a Public Tourism Policy in the municipality. The study revealed positive aspects include job creation, opportunities for the community, and training tourism programs for businesses and residents. On the other hand, negative aspects include poor waste management, depletion of natural resources, increased insecurity, rising costs, and the displacement of residents. The study emphasizes the importance of inclusive governance models that promote collaboration between the public and private sectors, as well as community participation in planning and implementation processes. Despite Villa de Leyva's certification there is a significant gap that persists between policy formulation and practical application. This research provides valuable insights into how stakeholder perceptions influence sustainable development at the local level. It contributes to the refinement of public policies and informs future studies in heritage tourism and stakeholder engagement.