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sustainable tourism with a focus on the
crucial elements that characterize the behavior of businesses, and which present the
key challenges. Several crucial issues have emerged from our paper, both in terms
of the research on sustainable tourism, and from a management perspective.
Firstly, it is only through the active participation of tourists in the improvement
initiatives that tourism operators can attain the established objectives, and thus,
gradually move towards sustainability. The tourist is responsible for the choice of
services, and, thus, should be the first target in relation to awareness raising and
increasing the demand for sustainability. Amongst all the possible stakeholders, it is
the tourist’s awareness that ultimately reflects the success of sustainable tourism on
the end market.
The tourist needs to be able to easily identify the added value of the sustainable
offer (which is never separate from the overall quality), thus contributing to reduce
the ‘niche’ status of sustainable tourism. The success of sustainable tourism
strongly depends on reconciling the needs of sustainability with the competitive
capacity of the operators who commit to this cause. However, even with a more
“sustainable” behavior, tourists are far from exhausting their ability to contribute to
the sustainability of the sector. They need to continue to contribute with actions that
are coherent with their initial choices: by saving on electricity or water and
separating waste collection, choosing specific typologies of food, showing respect
for the local culture and the socio-cultural heritage, etc. Education and information
for tourists provided by the private operators are essential in in terms of achieving a
reduction in the socio-environmental impacts