Framing Sustainable Tourism Practices Through Perceptions, Implementation, and Recommendations: Perspectives of Local Resident Tourism Providers in Rural Areas

Sustainability is increasingly recognised as a key priority in tourism development. Based on stakeholder theory, sustainable tourism implicates the involvement of diverse destination stakeholders. However, the roles of local residents and tourism providers as stakeholders who play an important role in achieving sustainability have largely been examined separately. This study addressed the dual role of local resident tourism providers operating in rural areas by exploring their perceptions, implementation, and recommendations related to sustainable tourism practices (STPs). By integrating stakeholder theory with systems theory, the study considered local resident tourism providers as embedded within a complex destination system. Data were collected through an online and offline survey of local resident tourism providers in the rural area of Istria County, Croatia, with 82 valid responses obtained. A qualitative approach based on an interpretive research paradigm was applied, and reflexive thematic analysis (RTA) was used to analyse the data. The findings indicate that respondents have an understanding of the concept of STPs and implement them, mainly in an environmental context, in their tourism activities. A focus on the quality of tourism services, presentation of local identity and heritage, and relationships and communication with guests emerged as important to respondents, while stakeholder cooperation between providers was limited in their responses. These findings suggest that resident tourism providers may be unaware of the importance of stakeholder collaboration, including their own role, in achieving sustainable tourism development. However, the findings also highlight the importance of adopting a systems approach: respondents’ identification of STPs and recommendations for improving their implementation point to the need for appropriate enabling conditions at destination system level. The findings are intended to be of interest to researchers, destination management organisations, local authorities, and tourism policymakers working in the field of sustainable tourism.