Responsible Tourism Practices Among Tourism Enterprises in a Developing Destination

Responsible tourism practices are essential for sustainable tourism development, yet evidence on their implementation across different types of tourism enterprises remains limited. This study examines reported responsible tourism practices, together with the motivations and barriers influencing their implementation among tourism enterprises in Kien Giang province, Vietnam. A mixed-methods approach was employed, involving focus group discussions with 24 participants to develop the measurement indicators and a questionnaire survey of 125 tourism business representatives and 70 employees. Descriptive analysis revealed that only a few responsible tourism practices were reported at very high levels, including employee welfare, customer protection, fair recruitment, price transparency, avoidance of legally protected wild flora and fauna, and the provision of multiple waste bins. Most economic, social, and environmental practices were reported at lower levels, indicating substantial room for improvement. The main motivations were environmental protection, long-term business sustainability, tourist satisfaction, operational efficiency, and ethical responsibility, whereas inadequate training, limited awareness, insufficient implementation knowledge, and weak institutional support were the principal barriers. These findings suggest that targeted capacity building and stronger institutional support are needed to address implementation gaps and strengthen responsible tourism practices in Kien Giang province and other emerging tourism destinations.