Investigating South African inbound tour operator participation in sustainable tourism practices

Abstract

Inbound tour operators play a key role in sustainable tourism development, as they are centrally positioned in the distribution chain and provide the link between the supply and demand of tourism products and services. Embedded in this position, inbound tour operators can put pressure on their suppliers to operate more sustainably, while educating their customers on sustainable tourism practices, and influencing consumers’ decision-making before the purchasing of tourism products and services. Inbound tour operators can further implement sustainable tourism practices as part of their business operations. To date, little research has focussed on inbound tour operators’ contribution to sustainable tourism development, especially in a developing country context. Sustainable inbound tour operators can also become certified by a sustainable tourism certification programme to showcase their commitment to sustainability. Various studies have highlighted the history, benefits and issues related to certification programmes, but few studies have investigated the perspective that inbound tour operators have towards sustainable tourism certification programmes.

Making use of a qualitative research approach, in-depth interviews were conducted with 22 South African inbound tour operators to investigate and identify the sustainable tourism practices currently being adopted within their organisations. Content analysis was used to analyse the data. The findings produced a list of sustainable tourism practices currently being adopted by inbound tour operators in South Africa. This study proposes that sustainable tourism organisations should become certified by a national or global sustainable tourism certification programme, to prove that they are truly operating sustainably, thus decreasing the effects of greenwashing. In addition, the certification of tourism organisations can assist inbound tour operators in identifying truly sustainable suppliers, fostering the development of a sustainable supply chain management strategy.