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A Year Without Travel

For Planet Earth, No Tourism Is a Curse and a Blessing

From the rise in poaching to the waning of noise pollution, travel’s shutdown is having profound effects. Which will remain, and which will vanish?

By Lisa W. Foderaro

For the planet, the year without tourists was a curse and a blessing.

With flights canceled, cruise ships mothballed and vacations largely scrapped, carbon emissions plummeted. Wildlife that usually kept a low profile amid a crush of tourists in vacation hot spots suddenly emerged. And a lack of cruise ships in places like Alaska meant that humpback whales could hear each other’s calls without the din of engines.

That’s the good news. On the flip side, the disappearance of travelers wreaked its own strange havoc, not only on those who make their living in the tourism industry, but on wildlife itself, especially in developing countries. Many governments pay for conservation and enforcement through fees associated with tourism. As that revenue dried up, budgets were cut, resulting in increased poaching and illegal fishing in some areas. Illicit logging rose too, presenting a double-whammy for the environment. Because trees absorb and store carbon, cutting them down not only hurt wildlife habitats, but contributed to climate change.

“We have seen many financial hits to the protection of nature,” said Joe Walston, executive vice president of global conservation at the Wildlife Conservation Society. “But even where that hasn’t happened, in a lot of places people haven’t been able to get into the field to do their jobs because of Covid.”

From the rise in rhino poaching in Botswana to the waning of noise pollution in Alaska, the lack of tourism has had a profound effect around the world. The question moving forward is which impacts will remain, and which will vanish, in the recovery.

A change in the air

While the pandemic’s impact on wildlife has varied widely from continent to continent, and country to country, its effect on air quality was felt more broadly.

In the United States, greenhouse gas emissions last year fell more than 10 percent , as state and local governments imposed lockdowns and people stayed home, according to a report in January by the Rhodium Group, a research and consulting firm.

The most dramatic results came from the transportation sector, which posted a 14.7 percent decrease. It’s impossible to tease out how much of that drop is from lost tourism versus business travel. And there is every expectation that as the pandemic loosens its grip, tourism will resume — likely with a vengeance.

Still, the pandemic helped push American emissions below 1990 levels for the first time. Globally, carbon dioxide emissions fell 7 percent , or 2.6 billion metric tons, according to new data from international climate researchers. In terms of output, that is about double the annual emissions of Japan.

“It’s a lot and it’s a little,” said Jason Smerdon, a climate scientist at Columbia University’s Lamont-Doherty Earth Observatory . “Historically, it’s a lot. It’s the largest single reduction percent-wise over the last 100 years. But when you think about the 7 percent in the context of what we need to do to mitigate climate change, it’s a little.”

In late 2019, the United Nations Environment Program cautioned that global greenhouse gases would need to drop 7.6 percent every year between 2020 and 2030. That would keep the world on its trajectory of meeting the temperature goals set under the Paris Agreement, the 2016 accord signed by nearly 200 nations.

“The 7 percent drop last year is on par with what we would need to do year after year,” Dr. Smerdon said. “Of course we wouldn’t want to do it the same way. A global pandemic and locking ourselves in our apartments is not the way to go about this.”

Interestingly, the drop in other types of air pollution during the pandemic muddied the climate picture. Industrial aerosols, made up of soot, sulfates, nitrates and mineral dust, reflect sunlight back into space, thus cooling the planet. While their reduction was good for respiratory health, it had the effect of offsetting some of the climate benefits of cascading carbon emissions.

For the climate activist Bill McKibben , one of the first to sound the alarm about global warming in his 1989 book, “The End of Nature,” the pandemic underscored that the climate crisis won’t be averted one plane ride or gallon of gas at a time.

“We’ve come through this pandemic year when our lives changed more than any of us imagined they ever would,” Mr. McKibben said during a Zoom webinar hosted in February by the nonprofit Green Mountain Club of Vermont.

“Everybody stopped flying; everybody stopped commuting,” he added. “Everybody just stayed at home. And emissions did go down, but they didn’t go down that much, maybe 10 percent with that incredible shift in our lifestyles. It means that most of the damage is located in the guts of our systems and we need to reach in and rip out the coal and gas and oil and stick in the efficiency, conservation and sun and wind.”

Wildlife regroups

Just as the impact of the pandemic on air quality is peppered with caveats, so too is its influence on wildlife.

Animals slithered, crawled and stomped out of hiding across the globe, sometimes in farcical fashion. Last spring, a herd of Great Orme Kashmiri goats was spotted ambling through empty streets in Llandudno, a coastal town in northern Wales. And hundreds of monkeys — normally fed by tourists — were involved in a disturbing brawl outside of Bangkok, apparently fighting over food scraps.

In meaningful ways, however, the pandemic revealed that wildlife will regroup if given the chance. In Thailand, where tourism plummeted after authorities banned international flights, leatherback turtles laid their eggs on the usually mobbed Phuket Beach. It was the first time nests were seen there in years, as the endangered sea turtles, the largest in the world, prefer to nest in seclusion.

Similarly, in Koh Samui, Thailand’s second largest island, hawksbill turtles took over beaches that in 2018 hosted nearly three million tourists. The hatchlings were documented emerging from their nests and furiously moving their flippers toward the sea.

For Petch Manopawitr, a marine conservation manager of the Wildlife Conservation Society Thailand, the sightings were proof that natural landscapes can recover quickly. “Both Ko Samui and Phuket have been overrun with tourists for so many years,” he said in a phone interview. “Many people had written off the turtles and thought they would not return. After Covid, there is talk about sustainability and how it needs to be embedded in tourism, and not just a niche market but all kinds of tourism.”

In addition to the sea turtles, elephants, leaf monkeys and dugongs (related to manatees) all made cameos in unlikely places in Thailand. “Dugongs are more visible because there is less boat traffic,” Mr. Manopawitr said. “The area that we were surprised to see dugongs was the eastern province of Bangkok. We didn’t know dugongs still existed there.”

He and other conservationists believe that countries in the cross hairs of international tourism need to mitigate the myriad effects on the natural world, from plastic pollution to trampled parks.

That message apparently reached the top levels of the Thai government. In September, the nation’s natural resources and environment minister, Varawut Silpa-archa, said he planned to shutter national parks in stages each year, from two to four months. The idea, he told Bloomberg News , is to set the stage so that “nature can rehabilitate itself.”

An increase in poaching

In other parts of Asia and across Africa, the disappearance of tourists has had nearly the opposite result. With safari tours scuttled and enforcement budgets decimated, poachers have plied their nefarious trade with impunity. At the same time, hungry villagers have streamed into protected areas to hunt and fish.

There were reports of increased poaching of leopards and tigers in India, an uptick in the smuggling of falcons in Pakistan, and a surge in trafficking of rhino horns in South Africa and Botswana.

Jim Sano, the World Wildlife Fund’s vice president for travel, tourism and conservation, said that in sub-Saharan Africa, the presence of tourists was a powerful deterrent. “It’s not only the game guards,” he said. “It’s the travelers wandering around with the guides that are omnipresent in these game areas. If the guides see poachers with automatic weapons, they report it.”

In the Republic of Congo, the Wildlife Conservation Society has noticed an increase in trapping and hunting in and around protected areas. Emma J. Stokes, regional director of the Central Africa program for the organization, said that in Nouabalé-Ndoki National Park, monkeys and forest antelopes were being targeted for bushmeat.

“It’s more expensive and difficult to get food during the pandemic and there is a lot of wildlife up there,” she said by phone. “We obviously want to deter people from hunting in the park, but we also have to understand what’s driving that because it’s more complex.”

The Society and the Congolese government jointly manage the park, which spans 1,544 square miles of lowland rainforest — larger than Rhode Island. Because of the virus, the government imposed a national lockdown, halting public transportation. But the organization was able to arrange rides to markets since the park is considered an essential service. “We have also kept all 300 of our park staff employed,” she added.

Largely absent: the whir of propellers, the hum of engines

While animals around the world were subject to rifles and snares during the pandemic, one thing was missing: noise. The whir of helicopters diminished as some air tours were suspended. And cruise ships from the Adriatic Sea to the Gulf of Mexico were largely absent. That meant marine mammals and fish had a break from the rumble of engines and propellers.

So did research scientists. Michelle Fournet is a marine ecologist who uses hydrophones (essentially aquatic microphones) to listen in on whales. Although the total number of cruise ships (a few hundred) pales in comparison to the total number of cargo ships (tens of thousands), Dr. Fournet says they have an outsize role in creating underwater racket. That is especially true in Alaska, a magnet for tourists in search of natural splendor.

“Cargo ships are trying to make the most efficient run from point A to point B and they are going across open ocean where any animal they encounter, they encounter for a matter of hours,” she said. “But when you think about the concentration of cruise ships along coastal areas, especially in southeast Alaska, you basically have five months of near-constant vessel noise. We have a population of whales listening to them all the time.”

Man-made noise during the pandemic dissipated in the waters near the capital of Juneau, as well as in Glacier Bay National Park and Preserve . Dr. Fournet, a postdoctoral research associate at Cornell University, observed a threefold decrease in ambient noise in Glacier Bay between 2019 and 2020. “That’s a really big drop in noise,” she said, “and all of that is associated with the cessation of these cruise ships.”

Covid-19 opened a window onto whale sounds in Juneau as well. Last July, Dr. Fournet, who also directs the Sound Science Research Collective , a marine conservation nonprofit, had her team lower a hydrophone in the North Pass, a popular whale-watching destination. “In previous years,” she said, “you wouldn’t have been able to hear anything — just boats. This year we heard whales producing feeding calls, whales producing contact calls. We heard sound types that I have never heard before.”

Farther south in Puget Sound, near Seattle, whale-watching tours were down 75 percent last year. Tour operators like Jeff Friedman, owner of Maya’s Legacy Whale Watching , insist that their presence on the water benefits whales since the captains make recreational boaters aware of whale activity and radio them to slow down. Whale-watching companies also donate to conservation groups and report sightings to researchers.

“During the pandemic, there was a huge increase in the number of recreational boats out there,” said Mr. Friedman, who is also president of the Pacific Whale Watch Association . “It was similar to R.V.s. People decided to buy an R.V. or a boat. The majority of the time, boaters are not aware that the whales are present unless we let them know.”

Two years ago, in a move to protect Puget Sound’s tiny population of Southern Resident killer whales, which number just 75, Washington’s Gov. Jay Inslee signed a law reducing boat speeds to 7 knots within a half nautical mile of the whales and increasing a buffer zone around them, among other things.

Many cheered the protections. But environmental activists like Catherine W. Kilduff, a senior attorney in the oceans program at the Center for Biological Diversity, believe they did not go far enough. She wants the respite from noise that whales enjoyed during the pandemic to continue.

“The best tourism is whale-watching from shore,” she said.

Looking Ahead

Debates like this are likely to continue as the world emerges from the pandemic and leisure travel resumes. Already, conservationists and business leaders are sharing their visions for a more sustainable future.

Ed Bastian, Delta Air Lines’ chief executive, last year laid out a plan to become carbon neutral by spending $1 billion over 10 years on an assortment of strategies. Only 2.5 percent of global carbon emissions are traced to aviation, but a 2019 study suggested that could triple by midcentury.

In the meantime, climate change activists are calling on the flying public to use their carbon budgets judiciously.

Tom L. Green, a senior climate policy adviser with the David Suzuki Foundation , an environmental organization in Canada, said tourists might consider booking a flight only once every few years, saving their carbon footprint (and money) for a special journey. “Instead of taking many short trips, we could occasionally go away for a month or more and really get to know a place,” he said.

For Mr. Walston of the Wildlife Conservation Society, tourists would be wise to put more effort into booking their next resort or cruise, looking at the operator’s commitment to sustainability.

“My hope is not that we stop traveling to some of these wonderful places, because they will continue to inspire us to conserve nature globally,” he said. “But I would encourage anyone to do their homework. Spend as much time choosing a tour group or guide as a restaurant. The important thing is to build back the kind of tourism that supports nature.”

Lisa W. Foderaro is a former reporter for The New York Times whose work has also appeared in National Geographic and Audubon Magazine.

Follow New York Times Travel on Instagram , Twitter and Facebook . And sign up for our weekly Travel Dispatch newsletter to receive expert tips on traveling smarter and inspiration for your next vacation.

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What's the problem with overtourism?

With visitor numbers around the world increasing towards pre-pandemic levels, the issue of overtourism is once again rearing its head.

When locals in the charming Austrian lakeside village of Hallstatt staged a blockade of the main access tunnel, brandishing placards asking visitors to ‘think of the children’, it highlighted what can happen when places start to feel overrun by tourists. Hallstatt has just 800 residents but has opened its doors to around 10,000 visitors a day — a population increase of over 1,000%. And it’s just one of a growing number of places where residents are up in arms at the influx of travellers.

The term ‘overtourism’ is relatively new, having been coined over a decade ago to highlight the spiralling numbers of visitors taking a toll on cities, landmarks and landscapes. As tourist numbers worldwide return towards pre-pandemic levels, the debate around what constitutes ‘too many’ visitors continues. While many destinations, reliant on the income that tourism brings, are still keen for arrivals, a handful of major cities and sites are now imposing bans, fines, taxes and time-slot systems, and, in some cases, even launching campaigns of discouragement in a bid to curb tourist numbers.

What is overtourism?

In essence, overtourism is too many people in one place at any given time. While there isn’t a definitive figure stipulating the number of visitors allowed, an accumulation of economic, social and environmental factors determine if and how numbers are creeping up.

There are the wide-reaching effects, such as climate change. Coral reefs, like the Great Barrier Reef and Maya Bay, Thailand, made famous by the Leonardo DiCaprio film, The Beach , are being degraded from visitors snorkelling, diving and touching the corals, as well as tour boats anchoring in the waters. And 2030 transport-related carbon emissions from tourism are expected to grow 25% from 2016 levels, representing an increase from 5% to 5.3% of all man-made emissions, according to the United Nations World Tourism Organisation (UNWTO). More localised issues are affecting locals, too. Renters are being evicted by landlords in favour of turning properties into holiday lets, and house prices are escalating as a result. As visitors and rental properties outnumber local residents, communities are being lost. And, skyrocketing prices, excessive queues, crowded beaches, exorbitant noise levels, damage at historical sites and the ramifications to nature as people overwhelm or stray from official paths are also reasons the positives of tourism can have a negative impact.

Conversely, ‘undertourism’ is a term applied to less-frequented destinations, particularly in the aftermath of the pandemic. The economic, social and environmental benefits of tourism aren't always passed on to those with plenty of capacity and, while tourist boards are always keen for visitors to visit their lesser-known attractions, it’s a more sustainable and rewarding experience for both residents and visitors.

What’s the main problem with it?

Overcrowding is an issue for both locals and tourists. It can ruin the experience of sightseeing for those trapped in long queues, unable to visit museums, galleries and sites without advance booking, incurring escalating costs for basics like food, drink and hotels, and faced with the inability to experience the wonder of a place in relative solitude. The absence of any real regulations has seen places take it upon themselves to try and establish some form of crowd control, meaning no cohesion and no real solution.

Justin Francis, co-founder and CEO of Responsible Travel, a tour operator that focuses on more sustainable travel, says “Social media has concentrated tourism in hotspots and exacerbated the problem, and tourist numbers globally are increasing while destinations have a finite capacity. Until local people are properly consulted about what they want and don’t want from tourism, we’ll see more protests.”

A French start up, Murmuration, which monitors the environmental impact of tourism by using satellite data, states that 80% of travellers visit just 10% of the world's tourism destinations, meaning bigger crowds in fewer spots. And, the UNWTO predicts that by 2030, the number of worldwide tourists, which peaked at 1.5 billion in 2019, will reach 1.8 billion,   likely leading to greater pressure on already popular spots and more objection from locals.

Who has been protesting?

Of the 800 residents in the UNESCO-listed village of Hallstatt, around 100 turned out in August to show their displeasure and to push for a cap on daily visitors and a curfew on tour coach arrivals.

Elsewhere, residents in Venice fought long and hard for a ban on cruise ships, with protest flags often draped from windows. In 2021, large cruise ships over 25,000 tonnes were banned from using the main Giudecca Canal, leaving only smaller passenger ferries and freight vessels able to dock.

In France, the Marseille Provence Cruise Club introduced a flow management system for cruise line passengers in 2020, easing congestion around the popular Notre-Dame-de-la-Garde Basilica. A Cruise Lines International Association (CLIA) spokesperson said, “Coaches are limited to four per ship during the morning or afternoon at the Basilica to ensure a good visitor experience and safety for residents and local businesses. This is a voluntary arrangement respected by cruise lines.”

While in Orkney, Scotland, residents have been up in arms at the number of cruise ships docking on its shores. At the beginning of 2023, the local council confirmed that 214 cruise ship calls were scheduled for the year, bringing around £15 million in revenue to the islands. Following backlash from locals, the council has since proposed a plan to restrict the number of ships on any day.

What steps are being taken?  

City taxes have become increasingly popular, with Barcelona increasing its nightly levy in April 2023 — which was originally introduced in 2012 and varies depending on the type of accommodation — and Venice expects to charge day-trippers a €5 fee from 2024.

In Amsterdam this summer, the city council voted to ban cruise ships, while the mayor, Femke Halsema, commissioned a campaign of discouragement, asking young British men who planned to have a 'vacation from morals’ to stay away. In Rome, sitting at popular sites, such as the Trevi Fountain and the Spanish Steps, has been restricted by the authorities.

And in Kenya’s Maasai Mara, meanwhile, the Narok County governor has introduced on-the-spot fines for off-roading. He also plans to double nightly park fees in peak season.

What are the forecasts for global tourism?  

During the Covid pandemic, tourism was one of the hardest-hit industries — according to UNWTO, international tourist arrivals dropped 72% in 2020. However, traveller numbers have since been rapidly increasing, with double the number of people venturing abroad in the first three months of 2023 than in the same period in 2022. And, according to the World Travel Tourism Council, the tourism sector is expected to reach £7.5 trillion this year, 95% of its pre-pandemic levels.

While the tourism industry is forecast to represent 11.6% of the global economy by 2033, it’s also predicted that an increasing number of people will show more interest in travelling more sustainably. In a 2022 survey by Booking.com, 64% of the people asked said they would be prepared to stay away from busy tourist sites to avoid adding to congestion.

Are there any solutions?  

There are ways to better manage tourism by promoting more off-season travel, limiting numbers where possible and having greater regulation within the industry. Encouraging more sustainable travel and finding solutions to reduce friction between residents and tourists could also have positive impacts. Promoting alternative, less-visited spots to redirect travellers may also offer some benefits.

Harold Goodwin, emeritus professor at Manchester Metropolitan University, says, “Overtourism is a function of visitor volumes, but also of conflicting behaviours, crowding in inappropriate places and privacy. Social anthropologists talk about frontstage and backstage spaces. Tourists are rarely welcome in backstage spaces. To manage crowds, it’s first necessary to analyse and determine the causes of them.

Francis adds: “However, we must be careful not to just recreate the same problems elsewhere. The most important thing is to form a clear strategy, in consultation with local people about what a place wants or needs from tourism.”

As it stands, overtourism is a seasonal issue for a small number of destinations. While there is no one-size-fits-all solution, a range of measures are clearly an option depending on the scale of the problem. For the majority of the world, tourism remains a force for good with many benefits beyond simple economic growth.

Related Topics

• OVERTOURISM
• SUSTAINABLE TOURISM

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How is overtourism affecting local communities?

How overtourism impacts local communities and ecosystems at some of the world’s most instagrammable travel destinations.

In this episode, we will speak with guests from communities that have been affected by overtourism and how social media culture is contributing to this issue. The conversation will shed light on the cultural, environmental and socioeconomic consequences of overtourism and answer these questions: Should people continue travelling to these places, and is there a way to be a sustainable, ethical tourist?

Presenter: Myriam Francois

Guests: Saraswati Putri – Balinese poet and academic Alex Gonzalez Ormerod – Mexican writer and historian Doctor Kiona – Education Thru Travel, Founder Bani Amor – Travel writer

UN Tourism | Bringing the world closer

Secretary-general’s policy brief on tourism and covid-19, share this content.

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Tourism and COVID-19 – unprecedented economic impacts

The Policy Brief provides an overview of the socio-economic impacts from the pandemic on tourism, including on the millions of livelihoods it sustains. It highlights the role tourism plays in advancing the Sustainable Development Goals, including its relationship with environmental goals and culture. The Brief calls on the urgency of mitigating the impacts on livelihoods, especially for women, youth and informal workers.

The crisis is an opportunity to rethink how tourism interacts with our societies, other economic sectors and our natural resources and ecosystems; to measure and manage it better; to ensure a fair distribution of its benefits and to advance the transition towards a carbon neutral and resilient tourism economy.

The brief provides recommendations in five priority areas to cushion the massive impacts on lives and economies and to rebuild a tourism with people at the center. It features examples of governments support to the sector, calls for a reopening that gives priority to the health and safety of the workers, travelers and host communities and provides a roadmap to transform tourism.

• Tourism is one of the world’s major economic sectors. It is the third-largest export category (after fuels and chemicals) and in 2019 accounted for 7% of global trade .
• For some countries, it can represent over 20% of their GDP and, overall, it is the third largest export sector of the global economy.
• Tourism is one of the sectors most affected by the Covid-19 pandemic, impacting economies, livelihoods, public services and opportunities on all continents. All parts of its vast value-chain have been affected. 
• Export revenues from tourism could fall by $910 billion to $1.2 trillion in 2020. This will have a wider impact and could reduce global GDP by 1.5% to 2.8% .
• Tourism supports one in 10 jobs and provides livelihoods for many millions more in both developing and developed economies.
• In some Small Island Developing States (SIDS), tourism has accounted for as much as 80% of exports, while it also represents important shares of national economies in both developed and developing countries.

100 to 120 MILLON

direct tourism jobs at risk

Massive Impact on Livelihoods

• As many as 100 million direct tourism jobs are at risk , in addition to sectors associated with tourism such as labour-intensive accommodation and food services industries that provide employment for 144 million workers worldwide. Small businesses (which shoulder 80% of global tourism) are particularly vulnerable.
• Women, who make up 54% of the tourism workforce, youth and workers in the informal economy are among the most at-risk categories.
• No nation will be unaffected. Destinations most reliant on tourism for jobs and economic growth are likely to be hit hardest: SIDS, Least Developed Countries (LDCs) and African countries. In Africa, the sector represented 10% of all exports in 2019.  

US$ 910 Billon to US$ 1.2 Trillon

in export from tourism - international visitors' spending

Preserving the Planet -- Mitigating Impacts on Nature and Culture

• The sudden fall in tourism cuts off funding for biodiversity conservation . Some 7% of world tourism relates to wildlife , a segment growing by 3% annually.
• This places jobs at risk and has already led to a rise in poaching, looting and in consumption of bushmeat , partly due to the decreased presence of tourists and staff.
• The impact on biodiversity and ecosystems is particularly critical in SIDS and LDCs. In many African destinations, wildlife accounts for up to 80% of visits, and in many SIDS, tourism revenues enable marine conservation efforts.
• Several examples of community involvement in nature tourism show how communities, including indigenous peoples, have been able to protect their cultural and natural heritage while creating wealth and improve their wellbeing. The impact of COVID-19 on tourism places further pressure on heritage conservation as well as on the cultural and social fabric of communities , particularly for indigenous people and ethnic groups.
• For instance, many intangible cultural heritage practices such as traditional festivals and gatherings have been halted or postponed , and with the closure of markets for handicrafts, products and other goods , indigenous women’s revenues have been particularly impacted.
• 90% of countries have closed World Heritage Sites, with immense socio-economic consequences for communities reliant on tourism. Further, 90% of museums closed and 13% may never reopen.

1.5% to 2.8 of global GDP

Five priorities for tourism’s restart.

The COVID-19 crisis is a watershed moment to align the effort of sustaining livelihoods dependent on tourism to the SDGs and ensuring a more resilient, inclusive, carbon neutral, and resource efficient future.

A roadmap to transform tourism needs to address five priority areas:

• Mitigate socio-economic impacts on livelihoods , particularly women’s employment and economic security.
• Boost competitiveness and build resilience , including through economic diversification, with promotion of domestic and regional tourism where possible, and facilitation of conducive business environment for micro, small and medium-sized enterprises (MSMEs).
• Advance innovation and digital transformation of tourism , including promotion of innovation and investment in digital skills, particularly for workers temporarily without jobs and for job seekers.
• Foster sustainability and green growth to shift towards a resilient, competitive, resource efficient and carbon-neutral tourism sector. Green investments for recovery could target protected areas, renewable energy, smart buildings and the circular economy, among other opportunities.
• Coordination and partnerships to restart and transform sector towards achieving SDGs , ensuring tourism’s restart and recovery puts people first and work together to ease and lift travel restrictions in a responsible and coordinated manner.

a lifelive for

SIDS, LDCs and many AFRICAN COUNTRIES

tourism represents over 30% of exports for the majority of SIDS and 80% for some

Moving Ahead Together

• As countries gradually lift travel restrictions and tourism slowly restarts in many parts of the world, health must continue to be a priority and coordinated heath protocols that protect workers, communities and travellers, while supporting companies and workers, must be firmly in place.
• Only through collective action and international cooperation will we be able to transform tourism, advance its contribution to the 2030 Agenda and its shift towards an inclusive and carbon neutral sector that harnesses innovation and digitalization, embraces local values and communities and creates decent job opportunities for all, leaving no one behind. We are stronger together.

RESOURCES FOR CONSEVATION

of natural and cultural heritage

Related links

• Policy Brief: Tourism and COVID-19
• The Impact of COVID-19 on Tourism
• António Guterres - Video

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What is the impact of tourism?

Benefits and problems of tourism Tourism can bring both benefits and problems to an area.

Positive effects of tourism include:

• Creates employment opportunities for local people
• Promotes cultural awareness and can help preserve local culture and traditions e.g. Masai Mara in Kenya
• Income from tourists can be used to develop local infrastructure and services e.g. new roads and airports. In LEDCs  money can be spent on developing access to education, clean water and sanitation
• Foreign currency can help local people
• Natural features that attract tourists in the first place can be protected using income from tourism

The negative effects of tourism include:

• Tourism can have a negative environmental impact . This is at a range of scales. The increase in air travel has contributed towards increased carbon dioxide emissions. On a local level natural features that attract tourists are themselves under threat due to human actions
• often local people are employed in low skill, poorly paid work in unsatisfactory working conditions
• travel agents, airline companies and hoteliers benefit more than local companies when holidays are booked to destinations in LEDCs companies based in MEDCs set up luxury hotels in LEDCs. The profits usually return to MEDCs. They also create more competition for locally run guest houses
• destroys local culture and traditions as areas becomes more westernised

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Tourism is one of the world's fastest growing industries and an important source of foreign exchange and employment, while being closely linked to the social, economic, and environmental well-being of many countries, especially developing countries. Maritime or ocean-related tourism, as well as coastal tourism, are for example vital sectors of the economy in small island developing States (SIDS) and coastal least developed countries (LDCs) (see also: The Potential of the Blue Economy report as well as the Community of Ocean Action on sustainable blue economy).

The World Tourism Organization defines sustainable tourism as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities".

Based on General assembly resolution 70/193, 2017 was declared as the  International Year of Sustainable Tourism for Development.

In the 2030 Agenda for Sustainable Development SDG target 8.9, aims to “by 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products”. The importance of sustainable tourism is also highlighted in SDG target 12.b. which aims to “develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products”.

Tourism is also identified as one of the tools to “by 2030, increase the economic benefits to Small Island developing States and least developed countries” as comprised in SDG target 14.7.

In the Rio+20 outcome document The Future We want, sustainable tourism is defined by paragraph 130 as a significant contributor “to the three dimensions of sustainable development” thanks to its close linkages to other sectors and its ability to create decent jobs and generate trade opportunities. Therefore, Member States recognize “the need to support sustainable tourism activities and relevant capacity-building that promote environmental awareness, conserve and protect the environment, respect wildlife, flora, biodiversity, ecosystems and cultural diversity, and improve the welfare and livelihoods of local communities by supporting their local economies and the human and natural environment as a whole. ” In paragraph 130, Member States also “call for enhanced support for sustainable tourism activities and relevant capacity-building in developing countries in order to contribute to the achievement of sustainable development”.

In paragraph 131, Member States “encourage the promotion of investment in sustainable tourism, including eco-tourism and cultural tourism, which may include creating small- and medium-sized enterprises and facilitating access to finance, including through microcredit initiatives for the poor, indigenous peoples and local communities in areas with high eco-tourism potential”. In this regard, Member States also “underline the importance of establishing, where necessary, appropriate guidelines and regulations in accordance with national priorities and legislation for promoting and supporting sustainable tourism”.

In 2002, the World Summit on Sustainable Development in Johannesburg called for the promotion of sustainable tourism development, including non-consumptive and eco-tourism, in Chapter IV, paragraph 43 of the Johannesburg Plan of Implementation.

At the Johannesburg Summit, the launch of the “Sustainable Tourism – Eliminating Poverty (ST-EP) initiative was announced. The initiative was inaugurated by the World Tourism Organization, in collaboration with UNCTAD, in order to develop sustainable tourism as a force for poverty alleviation.

The UN Commission on Sustainable Development (CSD) last reviewed the issue of sustainable tourism in 2001, when it was acting as the Preparatory Committee for the Johannesburg Summit.

The importance of sustainable tourism was also mentioned in Agenda 21.

For more information and documents on this topic,  please visit this link

UNWTO Annual Report 2016

In December 2015, the United Nations General Assembly declared 2017 as the International Year of Sustainable Tourism for Development. This is a unique opportunity to devote a year to activities that promote the transformational power of tourism to help us reach a better future. This important cele...

UNWTO Annual Report 2015

2015 was a landmark year for the global community. In September, the 70th Session of the United Nations General Assembly adopted the Sustainable Development Goals (SDGs), a universal agenda for planet and people. Among the 17 SDGs and 169 associated targets, tourism is explicitly featured in Goa...

Emerging Issues for Small Island Developing States

The 2012 UNEP Foresight Process on Emerging Global Environmental Issues primarily identified emerging environmental issues and possible solutions on a global scale and perspective. In 2013, UNEP carried out a similar exercise to identify priority emerging environmental issues that are of concern to ...

Transforming our World: The 2030 Agenda for Sustainable Development

This Agenda is a plan of action for people, planet and prosperity. It also seeks to strengthen universal peace in larger freedom, We recognize that eradicating poverty in all its forms and dimensions, including extreme poverty, is the greatest global challenge and an indispensable requirement for su...

Towards Measuring the Economic Value of Wildlife Watching Tourism in Africa

Set against the backdrop of the ongoing poaching crisis driven by a dramatic increase in the illicit trade in wildlife products, this briefing paper intends to support the ongoing efforts of African governments and the broader international community in the fight against poaching. Specifically, this...

Status and Trends of Caribbean Coral Reefs: 1970-2012

Previous Caribbean assessments lumped data together into a single database regardless of geographic location, reef environment, depth, oceanographic conditions, etc. Data from shallow lagoons and back reef environments were combined with data from deep fore-reef environments and atolls. Geographic c...

15 Years of the UNWTO World Tourism Network on Child Protection: A Compilation of Good Practices

Although it is widely recognized that tourism is not the cause of child exploitation, it can aggravate the problem when parts of its infrastructure, such as transport networks and accommodation facilities, are exploited by child abusers for nefarious ends. Additionally, many other factors that contr...

Natural Resources Forum: Special Issue Tourism

The journal considers papers on all topics relevant to sustainable development. In addition, it dedicates series, issues and special sections to specific themes that are relevant to the current discussions of the United Nations Commission on Sustainable Development (CSD)....

Thailand: Supporting Sustainable Development in Thailand: A Geographic Clusters Approach

Market forces and government policies, including the Tenth National Development Plan (2007-2012), are moving Thailand toward a more geographically specialized economy. There is a growing consensus that Thailand’s comparative and competitive advantages lie in amenity services that have high reliance...

Natural Resources Forum, a United Nations Sustainable Development Journal (NRF)

  Natural Resources Forum, a United Nations Sustainable Development Journal, seeks to address gaps in current knowledge and stimulate relevant policy discussions, leading to the implementation of the sustainable development agenda and the achievement of the Sustainable...

Road Map on Building a Green Economy for Sustainable Development in Carriacou and Petite Martinique, Grenada

This publication is the product of an international study led by the Division for Sustainable Development (DSD) of the United Nations Department of Economic and Social Affairs (UNDESA) in cooperation with the Ministry of Carriacou and Petite Martinique Affairs and the Ministry of Environment, Foreig...

UN Ocean Conference 2025

Our Ocean, Our Future, Our Responsibility “The ocean is fundamental to life on our planet and to our future. The ocean is an important source of the planet’s biodiversity and plays a vital role in the climate system and water cycle. The ocean provides a range of ecosystem services, supplies us with

UN Ocean Conference 2022

The UN Ocean Conference 2022, co-hosted by the Governments of Kenya and Portugal, came at a critical time as the world was strengthening its efforts to mobilize, create and drive solutions to realize the 17 Sustainable Development Goals by 2030.

58th Session of the Commission for Social Development – CSocD58

22nd general assembly of the united nations world tourism organization, world tourism day 2017 official celebration.

This year’s World Tourism Day, held on 27 September, will be focused on Sustainable Tourism – a Tool for Development. Celebrated in line with the 2017 International Year of Sustainable Tourism for Development, the Day will be dedicated to exploring the contribution of tourism to the Sustainable Deve

World Tourism Day 2016 Official Celebration

Accessible Tourism for all is about the creation of environments that can cater for the needs of all of us, whether we are traveling or staying at home. May that be due to a disability, even temporary, families with small children, or the ageing population, at some point in our lives, sooner or late

4th Global Summit on City Tourism

The World Tourism Organisation (UNWTO) and the Regional Council for Tourism of Marrakesh with support of the Government of Morroco are organizing the 4th Global Summit on City Tourism in Marrakesh, Morroco (9-10 December 2015). International experts in city tourism, representatives of city DMOs, of

2nd Euro-Asian Mountain Resorts Conference

The World Tourism Organisation (UNWTO) and Ulsan Metropolitan City with support of the Government of the Republic of Korea are organizing the 2nd Euro-Asian Mountain Resorts Conference, in Ulsan, Republic of Korea (14 - 16 October 2015). Under the title “Paving the Way for a Bright Future for Mounta

21st General Assembly of the United Nations World Tourism Organization

Unwto regional conference enhancing brand africa - fostering tourism development.

Tourism is one of the Africa’s most promising sectors in terms of development, and represents a major opportunity to foster inclusive development, increase the region’s participation in the global economy and generate revenues for investment in other activities, including environmental preservation.

• January 2017 International Year of Tourism In the context of the universal 2030 Agenda for Sustainable Development and the Sustainable Development Goals (SDGs), the International Year aims to support a change in policies, business practices and consumer behavior towards a more sustainable tourism sector that can contribute to the SDGs.
• January 2015 Targets 8.9, 12 b,14.7 The 2030 Agenda for Sustainable Development commits Member States, through Sustainable Development Goal Target 8.9 to “devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products”. The importance of sustainable tourism, as a driver for jobs creation and the promotion of local culture and products, is also highlighted in Sustainable Development Goal target 12.b. Tourism is also identified as one of the tools to “increase [by 2030] the economic benefits to Small Island developing States and least developed countries”, through Sustainable Development Goals Target 14.7.
• January 2012 Future We Want (Para 130-131) Sustainable tourism is defined as a significant contributor “to the three dimensions of sustainable development” thanks to its close linkages to other sectors and its ability to create decent jobs and generate trade opportunities. Therefore, Member States recognize “the need to support sustainable tourism activities and relevant capacity-building that promote environmental awareness, conserve and protect the environment, respect wildlife, flora, biodiversity, ecosystems and cultural diversity, and improve the welfare and livelihoods of local communities” as well as to “encourage the promotion of investment in sustainable tourism, including eco-tourism and cultural tourism, which may include creating small and medium sized enterprises and facilitating access to finance, including through microcredit initiatives for the poor, indigenous peoples and local communities in areas with high eco-tourism potential”.
• January 2009 Roadmap for Recovery UNWTO announced in March 2009 the elaboration of a Roadmap for Recovery to be finalized by UNWTO’s General Assembly, based on seven action points. The Roadmap includes a set of 15 recommendations based on three interlocking action areas: resilience, stimulus, green economy aimed at supporting the tourism sector and the global economy.
• January 2008 Global Sustainable Tourism Criteria The Global Sustainable Tourism Criteria represent the minimum requirements any tourism business should observe in order to ensure preservation and respect of the natural and cultural resources and make sure at the same time that tourism potential as tool for poverty alleviation is enforced. The Criteria are 41 and distributed into four different categories: 1) sustainability management, 2) social and economic 3) cultural 4) environmental.
• January 2003 1st Int. Conf. on Climate Change and Tourism The conference was organized in order to gather tourism authorities, organizations, businesses and scientists to discuss on the impact that climate change can have on the tourist sector. The event took place from 9 till 11 April 2003 in Djerba, Tunisia.
• January 2003 WTO becomes a UN specialized body By Resolution 453 (XV), the Assembly agreed on the transformation of the WTO into a United Nations specialized body. Such transformation was later ratified by the United Nations General Assembly with the adoption of Resolution A/RES/58/232.
• January 2002 World Ecotourism Summit Held in May 2002, in Quebec City, Canada, the Summit represented the most important event in the framework of the International Year of Ecosystem. The Summit identified as main themes: ecotourism policy and planning, regulation of ecotourism, product development, marketing and promotion of ecotourism and monitoring costs and benefits of ecotourism.
• January 1985 Tourism Bill of Rights and Tourist Code At the World Tourism Organization Sixth Assembly held in Sofia in 1985, the Tourism Bill of Rights and Tourist Code were adopted, setting out the rights and duties of tourists and host populations and formulating policies and action for implementation by states and the tourist industry.
• January 1982 Acapulco Document Adopted in 1982, the Acapulco Document acknowledges the new dimension and role of tourism as a positive instrument towards the improvement of the quality of life for all peoples, as well as a significant force for peace and international understanding. The Acapulco Document also urges Member States to elaborate their policies, plans and programmes on tourism, in accordance with their national priorities and within the framework of the programme of work of the World Tourism Organization.

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Article contents

The role of tourism in sustainable development.

• Robert B. Richardson Robert B. Richardson Community Sustainability, Michigan State University
• https://doi.org/10.1093/acrefore/9780199389414.013.387
• Published online: 25 March 2021

Sustainable development is the foundational principle for enhancing human and economic development while maintaining the functional integrity of ecological and social systems that support regional economies. Tourism has played a critical role in sustainable development in many countries and regions around the world. In developing countries, tourism development has been used as an important strategy for increasing economic growth, alleviating poverty, creating jobs, and improving food security. Many developing countries are in regions that are characterized by high levels of biological diversity, natural resources, and cultural heritage sites that attract international tourists whose local purchases generate income and support employment and economic development. Tourism has been associated with the principles of sustainable development because of its potential to support environmental protection and livelihoods. However, the relationship between tourism and the environment is multifaceted, as some types of tourism have been associated with negative environmental impacts, many of which are borne by host communities.

The concept of sustainable tourism development emerged in contrast to mass tourism, which involves the participation of large numbers of people, often in structured or packaged tours. Mass tourism has been associated with economic leakage and dependence, along with negative environmental and social impacts. Sustainable tourism development has been promoted in various ways as a framing concept in contrast to these economic, environmental, and social impacts. Some literature has acknowledged a vagueness of the concept of sustainable tourism, which has been used to advocate for fundamentally different strategies for tourism development that may exacerbate existing conflicts between conservation and development paradigms. Tourism has played an important role in sustainable development in some countries through the development of alternative tourism models, including ecotourism, community-based tourism, pro-poor tourism, slow tourism, green tourism, and heritage tourism, among others that aim to enhance livelihoods, increase local economic growth, and provide for environmental protection. Although these models have been given significant attention among researchers, the extent of their implementation in tourism planning initiatives has been limited, superficial, or incomplete in many contexts.

The sustainability of tourism as a global system is disputed among scholars. Tourism is dependent on travel, and nearly all forms of transportation require the use of non-renewable resources such as fossil fuels for energy. The burning of fossil fuels for transportation generates emissions of greenhouse gases that contribute to global climate change, which is fundamentally unsustainable. Tourism is also vulnerable to both localized and global shocks. Studies of the vulnerability of tourism to localized shocks include the impacts of natural disasters, disease outbreaks, and civil unrest. Studies of the vulnerability of tourism to global shocks include the impacts of climate change, economic crisis, global public health pandemics, oil price shocks, and acts of terrorism. It is clear that tourism has contributed significantly to economic development globally, but its role in sustainable development is uncertain, debatable, and potentially contradictory.

• conservation
• economic development
• environmental impacts
• sustainable development
• sustainable tourism
• tourism development

Introduction

Sustainable development is the guiding principle for advancing human and economic development while maintaining the integrity of ecosystems and social systems on which the economy depends. It is also the foundation of the leading global framework for international cooperation—the 2030 Agenda for Sustainable Development and the Sustainable Development Goals (SDGs) (United Nations, 2015 ). The concept of sustainable development is often associated with the publication of Our Common Future (World Commission on Environment and Development [WCED], 1987 , p. 29), which defined it as “paths of human progress that meet the needs and aspirations of the present generation without compromising the ability of future generations to meet their needs.” Concerns about the environmental implications of economic development in lower income countries had been central to debates about development studies since the 1970s (Adams, 2009 ). The principles of sustainable development have come to dominate the development discourse, and the concept has become the primary development paradigm since the 1990s.

Tourism has played an increasingly important role in sustainable development since the 1990s, both globally and in particular countries and regions. For decades, tourism has been promoted as a low-impact, non-extractive option for economic development, particularly for developing countries (Gössling, 2000 ). Many developing countries have managed to increase their participation in the global economy through development of international tourism. Tourism development is increasingly viewed as an important tool in increasing economic growth, alleviating poverty, and improving food security. Tourism enables communities that are poor in material wealth, but rich in history and cultural heritage, to leverage their unique assets for economic development (Honey & Gilpin, 2009 ). More importantly, tourism offers an alternative to large-scale development projects, such as construction of dams, and to extractive industries such as mining and forestry, all of which contribute to emissions of pollutants and threaten biodiversity and the cultural values of Indigenous Peoples.

Environmental quality in destination areas is inextricably linked with tourism, as visiting natural areas and sightseeing are often the primary purpose of many leisure travels. Some forms of tourism, such as ecotourism, can contribute to the conservation of biodiversity and the protection of ecosystem functions in destination areas (Fennell, 2020 ; Gössling, 1999 ). Butler ( 1991 ) suggests that there is a kind of mutual dependence between tourism and the environment that should generate mutual benefits. Many developing countries are in regions that are characterized by high levels of species diversity, natural resources, and protected areas. Such ideas imply that tourism may be well aligned with the tenets of sustainable development.

However, the relationship between tourism and the environment is complex, as some forms of tourism have been associated with negative environmental impacts, including greenhouse gas emissions, freshwater use, land use, and food consumption (Butler, 1991 ; Gössling & Peeters, 2015 ; Hunter & Green, 1995 ; Vitousek et al., 1997 ). Assessments of the sustainability of tourism have highlighted several themes, including (a) parks, biodiversity, and conservation; (b) pollution and climate change; (c) prosperity, economic growth, and poverty alleviation; (d) peace, security, and safety; and (e) population stabilization and reduction (Buckley, 2012 ). From a global perspective, tourism contributes to (a) changes in land cover and land use; (b) energy use, (c) biotic exchange and extinction of wild species; (d) exchange and dispersion of diseases; and (e) changes in the perception and understanding of the environment (Gössling, 2002 ).

Research on tourism and the environment spans a wide range of social and natural science disciplines, and key contributions have been disseminated across many interdisciplinary fields, including biodiversity conservation, climate science, economics, and environmental science, among others (Buckley, 2011 ; Butler, 1991 ; Gössling, 2002 ; Lenzen et al., 2018 ). Given the global significance of the tourism sector and its environmental impacts, the role of tourism in sustainable development is an important topic of research in environmental science generally and in environmental economics and management specifically. Reviews of tourism research have highlighted future research priorities for sustainable development, including the role of tourism in the designation and expansion of protected areas; improvement in environmental accounting techniques that quantify environmental impacts; and the effects of individual perceptions of responsibility in addressing climate change (Buckley, 2012 ).

Tourism is one of the world’s largest industries, and it has linkages with many of the prime sectors of the global economy (Fennell, 2020 ). As a global economic sector, tourism represents one of the largest generators of wealth, and it is an important agent of economic growth and development (Garau-Vadell et al., 2018 ). Tourism is a critical industry in many local and national economies, and it represents a large and growing share of world trade (Hunter, 1995 ). Global tourism has had an average annual increase of 6.6% over the past half century, with international tourist arrivals rising sharply from 25.2 million in 1950 to more than 950 million in 2010 . In 2019 , the number of international tourists reached 1.5 billion, up 4% from 2018 (Fennell, 2020 ; United Nations World Tourism Organization [UNWTO], 2020 ). European countries are host to more than half of international tourists, but since 1990 , growth in international arrivals has risen faster than the global average, in both the Middle East and the Asia and Pacific region (UNWTO, 2020 ).

The growth in global tourism has been accompanied by an expansion of travel markets and a diversification of tourism destinations. In 1950 , the top five travel destinations were all countries in Europe and the Americas, and these destinations held 71% of the global travel market (Fennell, 2020 ). By 2002 , these countries represented only 35%, which underscores the emergence of newly accessible travel destinations in Africa, Asia, the Middle East, and the Pacific Rim, including numerous developing countries. Over the past 70 years, global tourism has grown significantly as an economic sector, and it has contributed to the economic development of dozens of nations.

Given the growth of international tourism and its emergence as one of the world’s largest export sectors, the question of its impact on economic growth for the host countries has been a topic of great interest in the tourism literature. Two hypotheses have emerged regarding the role of tourism in the economic growth process (Apergis & Payne, 2012 ). First, tourism-led growth hypothesis relies on the assumption that tourism is an engine of growth that generates spillovers and positive externalities through economic linkages that will impact the overall economy. Second, the economic-driven tourism growth hypothesis emphasizes policies oriented toward well-defined and enforceable property rights, stable political institutions, and adequate investment in both physical and human capital to facilitate the development of the tourism sector. Studies have concluded with support for both the tourism-led growth hypothesis (e.g., Durbarry, 2004 ; Katircioglu, 2010 ) and the economic-led growth hypothesis (e.g., Katircioglu, 2009 ; Oh, 2005 ), whereas other studies have found support for a bidirectional causality for tourism and economic growth (e.g., Apergis & Payne, 2012 ; Lee & Chang, 2008 ).

The growth of tourism has been marked by an increase in the competition for tourist expenditures, making it difficult for destinations to maintain their share of the international tourism market (Butler, 1991 ). Tourism development is cyclical and subject to short-term cycles and overconsumption of resources. Butler ( 1980 ) developed a tourist-area cycle of evolution that depicts the number of tourists rising sharply over time through periods of exploration, involvement, and development, before eventual consolidation and stagnation. When tourism growth exceeds the carrying capacity of the area, resource degradation can lead to the decline of tourism unless specific steps are taken to promote rejuvenation (Butler, 1980 , 1991 ).

The potential of tourism development as a tool to contribute to environmental conservation, economic growth, and poverty reduction is derived from several unique characteristics of the tourism system (UNWTO, 2002 ). First, tourism represents an opportunity for economic diversification, particularly in marginal areas with few other export options. Tourists are attracted to remote areas with high values of cultural, wildlife, and landscape assets. The cultural and natural heritage of developing countries is frequently based on such assets, and tourism represents an opportunity for income generation through the preservation of heritage values. Tourism is the only export sector where the consumer travels to the exporting country, which provides opportunities for lower-income households to become exporters through the sale of goods and services to foreign tourists. Tourism is also labor intensive; it provides small-scale employment opportunities, which also helps to promote gender equity. Finally, there are numerous indirect benefits of tourism for people living in poverty, including increased market access for remote areas through the development of roads, infrastructure, and communication networks. Nevertheless, travel is highly income elastic and carbon intensive, which has significant implications for the sustainability of the tourism sector (Lenzen et al., 2018 ).

Concerns about environmental issues appeared in tourism research just as global awareness of the environmental impacts of human activities was expanding. The United Nations Conference on the Human Environment was held in Stockholm in 1972 , the same year as the publication of The Limits to Growth (Meadows et al., 1972 ), which highlighted the concerns about the implications of exponential economic and population growth in a world of finite resources. This was the same year that the famous Blue Marble photograph of Earth was taken by the crew of the Apollo 17 spacecraft (Höhler, 2015 , p. 10), and the image captured the planet cloaked in the darkness of space and became a symbol of Earth’s fragility and vulnerability. As noted by Buckley ( 2012 ), tourism researchers turned their attention to social and environmental issues around the same time (Cohen, 1978 ; Farrell & McLellan, 1987 ; Turner & Ash, 1975 ; Young, 1973 ).

The notion of sustainable development is often associated with the publication of Our Common Future , the report of the World Commission on Environment and Development, also known as the Brundtland Commission (WCED, 1987 ). The report characterized sustainable development in terms of meeting “the needs of the present without compromising the ability of future generations to meet their own needs” (WCED, 1987 , p. 43). Four basic principles are fundamental to the concept of sustainability: (a) the idea of holistic planning and strategy making; (b) the importance of preserving essential ecological processes; (c) the need to protect both human heritage and biodiversity; and (d) the need to develop in such a way that productivity can be sustained over the long term for future generations (Bramwell & Lane, 1993 ). In addition to achieving balance between economic growth and the conservation of natural resources, there should be a balance of fairness and opportunity between the nations of the world.

Although the modern concept of sustainable development emerged with the publication of Our Common Future , sustainable development has its roots in ideas about sustainable forest management that were developed in Europe during the 17th and 18th centuries (Blewitt, 2015 ; Grober, 2007 ). Sustainable forest management is concerned with the stewardship and use of forests in a way that maintains their biodiversity, productivity, and regeneration capacity as well as their potential to fulfill society’s demands for forest products and benefits. Building on these ideas, Daly ( 1990 ) offered two operational principles of sustainable development. First, sustainable development implies that harvest rates should be no greater than rates of regeneration; this concept is known as maximum sustainable yield. Second, waste emission rates should not exceed the natural assimilative capacities of the ecosystems into which the wastes are emitted. Regenerative and assimilative capacities are characterized as natural capital, and a failure to maintain these capacities is not sustainable.

Shortly after the emergence of the concept of sustainable development in academic and policy discourse, tourism researchers began referring to the notion of sustainable tourism (May, 1991 ; Nash & Butler, 1990 ), which soon became the dominant paradigm of tourism development. The concept of sustainable tourism, as with the role of tourism in sustainable development, has been interpreted in different ways, and there is a lack of consensus concerning its meaning, objectives, and indicators (Sharpley, 2000 ). Growing interest in the subject inspired the creation of a new academic journal, Journal of Sustainable Tourism , which was launched in 1993 and has become a leading tourism journal. It is described as “an international journal that publishes research on tourism and sustainable development, including economic, social, cultural and political aspects.”

The notion of sustainable tourism development emerged in contrast to mass tourism, which is characterized by the participation of large numbers of people, often provided as structured or packaged tours. Mass tourism has risen sharply in the last half century. International arrivals alone have increased by an average annual rate of more than 25% since 1950 , and many of those trips involved mass tourism activities (Fennell, 2020 ; UNWTO, 2020 ). Some examples of mass tourism include beach resorts, cruise ship tourism, gaming casinos, golf resorts, group tours, ski resorts, theme parks, and wildlife safari tourism, among others. Little data exist regarding the volume of domestic mass tourism, but nevertheless mass tourism activities dominate the global tourism sector. Mass tourism has been shown to generate benefits to host countries, such as income and employment generation, although it has also been associated with economic leakage (where revenue generated by tourism is lost to other countries’ economies) and economic dependency (where developing countries are dependent on wealthier countries for tourists, imports, and foreign investment) (Cater, 1993 ; Conway & Timms, 2010 ; Khan, 1997 ; Peeters, 2012 ). Mass tourism has been associated with numerous negative environmental impacts and social impacts (Cater, 1993 ; Conway & Timms, 2010 ; Fennell, 2020 ; Ghimire, 2013 ; Gursoy et al., 2010 ; Liu, 2003 ; Peeters, 2012 ; Wheeller, 2007 ). Sustainable tourism development has been promoted in various ways as a framing concept in contrast to many of these economic, environmental, and social impacts.

Much of the early research on sustainable tourism focused on defining the concept, which has been the subject of vigorous debate (Bramwell & Lane, 1993 ; Garrod & Fyall, 1998 ; Hunter, 1995 ; Inskeep, 1991 ; Liu, 2003 ; Sharpley, 2000 ). Early definitions of sustainable tourism development seemed to fall in one of two categories (Sharpley, 2000 ). First, the “tourism-centric” paradigm of sustainable tourism development focuses on sustaining tourism as an economic activity (Hunter, 1995 ). Second, alternative paradigms have situated sustainable tourism in the context of wider sustainable development policies (Butler, 1991 ). One of the most comprehensive definitions of sustainable tourism echoes some of the language of the Brundtland Commission’s definition of sustainable development (WCED, 1987 ), emphasizing opportunities for the future while also integrating social and environmental concerns:

Sustainable tourism can be thought of as meeting the needs of present tourists and host regions while protecting and enhancing opportunity for the future. Sustainable tourism development is envisaged as leading to management of all resources in such a way that we can fulfill economic, social and aesthetic needs while maintaining cultural integrity, essential ecological processes, biological diversity and life support systems. (Inskeep, 1991 , p. 461)

Hunter argued that over the short and long terms, sustainable tourism development should

“meet the needs and wants of the local host community in terms of improved living standards and quality of life;

satisfy the demands of tourists and the tourism industry, and continue to attract them in order to meet the first aim; and

safeguard the environmental resource base for tourism, encompassing natural, built and cultural components, in order to achieve both of the preceding aims.” (Hunter, 1995 , p. 156)

Numerous other definitions have been documented, and the term itself has been subject to widespread critique (Buckley, 2012 ; Hunter, 1995 ; Liu, 2003 ). Nevertheless, there have been numerous calls to move beyond debate about a definition and to consider how it may best be implemented in practice (Garrod & Fyall, 1998 ; Liu, 2003 ). Cater ( 1993 ) identified three key criteria for sustainable tourism: (a) meeting the needs of the host population in terms of improved living standards both in the short and long terms; (b) satisfying the demands of a growing number of tourists; and (c) safeguarding the natural environment in order to achieve both of the preceding aims.

Some literature has acknowledged a vagueness of the concept of sustainable tourism, which has been used to advocate for fundamentally different strategies for tourism development that may exacerbate existing conflicts between conservation and development paradigms (Garrod & Fyall, 1998 ; Hunter, 1995 ; Liu, 2003 ; McKercher, 1993b ). Similar criticisms have been leveled at the concept of sustainable development, which has been described as an oxymoron with a wide range of meanings (Adams, 2009 ; Daly, 1990 ) and “defined in such a way as to be either morally repugnant or logically redundant” (Beckerman, 1994 , p. 192). Sharpley ( 2000 ) suggests that in the tourism literature, there has been “a consistent and fundamental failure to build a theoretical link between sustainable tourism and its parental paradigm,” sustainable development (p. 2). Hunter ( 1995 ) suggests that practical measures designed to operationalize sustainable tourism fail to address many of the critical issues that are central to the concept of sustainable development generally and may even actually counteract the fundamental requirements of sustainable development. He suggests that mainstream sustainable tourism development is concerned with protecting the immediate resource base that will sustain tourism development while ignoring concerns for the status of the wider tourism resource base, such as potential problems associated with air pollution, congestion, introduction of invasive species, and declining oil reserves. The dominant paradigm of sustainable tourism development has been described as introverted, tourism-centric, and in competition with other sectors for scarce resources (McKercher, 1993a ). Hunter ( 1995 , p. 156) proposes an alternative, “extraparochial” paradigm where sustainable tourism development is reconceptualized in terms of its contribution to overall sustainable development. Such a paradigm would reconsider the scope, scale, and sectoral context of tourism-related resource utilization issues.

“Sustainability,” “sustainable tourism,” and “sustainable development” are all well-established terms that have often been used loosely and interchangeably in the tourism literature (Liu, 2003 ). Nevertheless, the subject of sustainable tourism has been given considerable attention and has been the focus of numerous academic compilations and textbooks (Coccossis & Nijkamp, 1995 ; Hall & Lew, 1998 ; Stabler, 1997 ; Swarbrooke, 1999 ), and it calls for new approaches to sustainable tourism development (Bramwell & Lane, 1993 ; Garrod & Fyall, 1998 ; Hunter, 1995 ; Sharpley, 2000 ). The notion of sustainable tourism has been reconceptualized in the literature by several authors who provided alternative frameworks for tourism development (Buckley, 2012 ; Gössling, 2002 ; Hunter, 1995 ; Liu, 2003 ; McKercher, 1993b ; Sharpley, 2000 ).

Early research in sustainable tourism focused on the local environmental impacts of tourism, including energy use, water use, food consumption, and change in land use (Buckley, 2012 ; Butler, 1991 ; Gössling, 2002 ; Hunter & Green, 1995 ). Subsequent research has emphasized the global environmental impacts of tourism, such as greenhouse gas emissions and biodiversity losses (Gössling, 2002 ; Gössling & Peeters, 2015 ; Lenzen et al., 2018 ). Additional research has emphasized the impacts of environmental change on tourism itself, including the impacts of climate change on tourist behavior (Gössling et al., 2012 ; Richardson & Loomis, 2004 ; Scott et al., 2012 ; Viner, 2006 ). Countries that are dependent on tourism for economic growth may be particularly vulnerable to the impacts of climate change (Richardson & Witkoswki, 2010 ).

The early focus on environmental issues in sustainable tourism has been broadened to include economic, social, and cultural issues as well as questions of power and equity in society (Bramwell & Lane, 1993 ; Sharpley, 2014 ), and some of these frameworks have integrated notions of social equity, prosperity, and cultural heritage values. Sustainable tourism is dependent on critical long-term considerations of the impacts; notions of equity; an appreciation of the importance of linkages (i.e., economic, social, and environmental); and the facilitation of cooperation and collaboration between different stakeholders (Elliott & Neirotti, 2008 ).

McKercher ( 1993b ) notes that tourism resources are typically part of the public domain or are intrinsically linked to the social fabric of the host community. As a result, many commonplace tourist activities such as sightseeing may be perceived as invasive by members of the host community. Many social impacts of tourism can be linked to the overuse of the resource base, increases in traffic congestion, rising land prices, urban sprawl, and changes in the social structure of host communities. Given the importance of tourist–resident interaction, sustainable tourism development depends in part on the support of the host community (Garau-Vadell et al., 2018 ).

Tourism planning involves the dual objectives of optimizing the well-being of local residents in host communities and minimizing the costs of tourism development (Sharpley, 2014 ). Tourism researchers have paid significant attention to examining the social impacts of tourism in general and to understanding host communities’ perceptions of tourism in particular. Studies of the social impacts of tourism development have examined the perceptions of local residents and the effects of tourism on social cohesion, traditional lifestyles, and the erosion of cultural heritage, particularly among Indigenous Peoples (Butler & Hinch, 2007 ; Deery et al., 2012 ; Mathieson & Wall, 1982 ; Sharpley, 2014 ; Whitford & Ruhanen, 2016 ).

Alternative Tourism and Sustainable Development

A wide body of published research is related to the role of tourism in sustainable development, and much of the literature involves case studies of particular types of tourism. Many such studies contrast types of alternative tourism with those of mass tourism, which has received sustained criticism for decades and is widely considered to be unsustainable (Cater, 1993 ; Conway & Timms, 2010 ; Fennell, 2020 ; Gursoy et al., 2010 ; Liu, 2003 ; Peeters, 2012 ; Zapata et al., 2011 ). Still, some tourism researchers have taken issue with the conclusion that mass tourism is inherently unsustainable (Sharpley, 2000 ; Weaver, 2007 ), and some have argued for developing pathways to “sustainable mass tourism” as “the desired and impending outcome for most destinations” (Weaver, 2012 , p. 1030). In integrating an ethical component to mass tourism development, Weaver ( 2014 , p. 131) suggests that the desirable outcome is “enlightened mass tourism.” Such suggestions have been contested in the literature and criticized for dubious assumptions about emergent norms of sustainability and support for growth, which are widely seen as contradictory (Peeters, 2012 ; Wheeller, 2007 ).

Models of responsible or alternative tourism development include ecotourism, community-based tourism, pro-poor tourism, slow tourism, green tourism, and heritage tourism, among others. Most models of alternative tourism development emphasize themes that aim to counteract the perceived negative impacts of conventional or mass tourism. As such, the objectives of these models of tourism development tend to focus on minimizing environmental impacts, supporting biodiversity conservation, empowering local communities, alleviating poverty, and engendering pleasant relationships between tourists and residents.

Approaches to alternative tourism development tend to overlap with themes of responsible tourism, and the two terms are frequently used interchangeably. Responsible tourism has been characterized in terms of numerous elements, including

ensuring that communities are involved in and benefit from tourism;

respecting local, natural, and cultural environments;

involving the local community in planning and decision-making;

using local resources sustainably;

behaving in ways that are sensitive to the host culture;

maintaining and encouraging natural, economic, and cultural diversity; and

assessing environmental, social, and economic impacts as a prerequisite to tourism development (Spenceley, 2012 ).

Hetzer ( 1965 ) identified four fundamental principles or perquisites for a more responsible form of tourism: (a) minimum environmental impact; (b) minimum impact on and maximum respect for host cultures; (c) maximum economic benefits to the host country; and (d) maximum leisure satisfaction to participating tourists.

The history of ecotourism is closely connected with the emergence of sustainable development, as it was born out of a concern for the conservation of biodiversity. Ecotourism is a form of tourism that aims to minimize local environmental impacts while bringing benefits to protected areas and the people living around those lands (Honey, 2008 ). Ecotourism represents a small segment of nature-based tourism, which is understood as tourism based on the natural attractions of an area, such as scenic areas and wildlife (Gössling, 1999 ). The ecotourism movement gained momentum in the 1990s, primarily in developing countries in Latin America and sub-Saharan Africa, and nearly all countries are now engaged in some form of ecotourism. In some communities, ecotourism is the primary economic activity and source of income and economic development.

The term “ecotourism” was coined by Hector Ceballos-Lascuráin and defined by him as “tourism that consists in travelling to relatively undisturbed or uncontaminated natural areas with the specific object of studying, admiring, and enjoying the scenery and its wild plants and animals” (Ceballos-Lascuráin, 1987 , p. 13). In discussing ecotourism resources, he also made reference to “any existing cultural manifestations (both past and present) found in these areas” (Ceballos-Lascuráin, 1987 , p. 14). The basic precepts of ecotourism had been discussed long before the actual use of the term. Twenty years earlier, Hetzer ( 1965 ) referred to a form of tourism “based principally upon natural and archaeological resources such as caves, fossil sites (and) archaeological sites.” Thus, both natural resources and cultural resources were integrated into ecotourism frameworks from the earliest manifestations.

Costa Rica is well known for having successfully integrated ecotourism in its overall strategy for sustainable development, and numerous case studies of ecotourism in Costa Rica appear in the literature (Chase et al., 1998 ; Fennell & Eagles, 1990 ; Gray & Campbell, 2007 ; Hearne & Salinas, 2002 ). Ecotourism in Costa Rica has been seen as having supported the economic development of the country while promoting biodiversity conservation in its extensive network of protected areas. Chase et al. ( 1998 ) estimated the demand for ecotourism in a study of differential pricing of entrance fees at national parks in Costa Rica. The authors estimated elasticities associated with the own-price, cross-price, and income variables and found that the elasticities of demand were significantly different between three different national park sites. The results reveal the heterogeneity characterizing tourist behavior and park attractions and amenities. Hearne and Salinas ( 2002 ) used choice experiments to examine the preferences of domestic and foreign tourists in Costa Rica in an ecotourism site. Both sets of tourists demonstrated a preference for improved infrastructure, more information, and lower entrance fees. Foreign tourists demonstrated relatively stronger preferences for the inclusion of restrictions in the access to some trails.

Ecotourism has also been studied extensively in Kenya (Southgate, 2006 ), Malaysia (Lian Chan & Baum, 2007 ), Nepal (Baral et al., 2008 ), Peru (Stronza, 2007 ), and Taiwan (Lai & Nepal, 2006 ), among many other countries. Numerous case studies have demonstrated the potential for ecotourism to contribute to sustainable development by providing support for biodiversity conservation, local livelihoods, and regional development.

Community-Based Tourism

Community-based tourism (CBT) is a model of tourism development that emphasizes the development of local communities and allows for local residents to have substantial control over its development and management, and a major proportion of the benefits remain within the community. CBT emerged during the 1970s as a response to the negative impacts of the international mass tourism development model (Cater, 1993 ; Hall & Lew, 2009 ; Turner & Ash, 1975 ; Zapata et al., 2011 ).

Community-based tourism has been examined for its potential to contribute to poverty reduction. In a study of the viability of the CBT model to support socioeconomic development and poverty alleviation in Nicaragua, tourism was perceived by participants in the study to have an impact on employment creation in their communities (Zapata et al., 2011 ). Tourism was seen to have had positive impacts on strengthening local knowledge and skills, particularly on the integration of women to new roles in the labor market. One of the main perceived gains regarding the environment was the process of raising awareness regarding the conservation of natural resources. The small scale of CBT operations and low capacity to accommodate visitors was seen as a limitation of the model.

Spenceley ( 2012 ) compiled case studies of community-based tourism in countries in southern Africa, including Botswana, Madagascar, Namibia, South Africa, Tanzania, Zambia, and Zimbabwe. In this volume, authors characterize community-based and nature-based tourism development projects in the region and demonstrate how community participation in planning and decision-making has generated benefits for local residents and supported conservation initiatives. They contend that responsible tourism practices are of particular importance in the region because of the rich biological diversity, abundant charismatic wildlife, and the critical need for local economic development and livelihood strategies.

In Kenya, CBT enterprises were not perceived to have made a significant impact on poverty reduction at an individual household level, in part because the model relied heavily on donor funding, reinforcing dependency and poverty (Manyara & Jones, 2007 ). The study identified several critical success factors for CBT enterprises, namely, awareness and sensitization, community empowerment, effective leadership, and community capacity building, which can inform appropriate tourism policy formulation in Kenya. The impacts of CBT on economic development and poverty reduction would be greatly enhanced if tourism initiatives were able to emphasize independence, address local community priorities, enhance community empowerment and transparency, discourage elitism, promote effective community leadership, and develop community capacity to operate their own enterprises more efficiently.

Pro-Poor Tourism

Pro-poor tourism is a model of tourism development that brings net benefits to people living in poverty (Ashley et al., 2001 ; Harrison, 2008 ). Although its theoretical foundations and development objectives overlap to some degree with those of community-based tourism and other models of AT, the key distinctive feature of pro-poor tourism is that it places poor people and poverty at the top of the agenda. By focusing on a very simple and incontrovertibly moral idea, namely, the net benefits of tourism to impoverished people, the concept has broad appeal to donors and international aid agencies. Harnessing the economic benefits of tourism for pro-poor growth means capitalizing on the advantages while reducing negative impacts to people living in poverty (Ashley et al., 2001 ). Pro-poor approaches to tourism development include increasing access of impoverished people to economic benefits; addressing negative social and environmental impacts associated with tourism; and focusing on policies, processes, and partnerships that seek to remove barriers to participation by people living in poverty. At the local level, pro-poor tourism can play a very significant role in livelihood security and poverty reduction (Ashley & Roe, 2002 ).

Rogerson ( 2011 ) argues that the growth of pro-poor tourism initiatives in South Africa suggests that the country has become a laboratory for the testing and evolution of new approaches toward sustainable development planning that potentially will have relevance for other countries in the developing world. A study of pro-poor tourism development initiatives in Laos identified a number of favorable conditions for pro-poor tourism development, including the fact that local people are open to tourism and motivated to participate (Suntikul et al., 2009 ). The authors also noted a lack of development in the linkages that could optimize the fulfilment of the pro-poor agenda, such as training or facilitation of local people’s participation in pro-poor tourism development at the grassroots level.

Critics of the model have argued that pro-poor tourism is based on an acceptance of the status quo of existing capitalism, that it is morally indiscriminate and theoretically imprecise, and that its practitioners are academically and commercially marginal (Harrison, 2008 ). As Chok et al. ( 2007 ) indicate, the focus “on poor people in the South reflects a strong anthropocentric view . . . and . . . environmental benefits are secondary to poor peoples’” benefits (p. 153).

Harrison ( 2008 ) argues that pro-poor tourism is not a distinctive approach to tourism as a development tool and that it may be easier to discuss what pro-poor tourism is not than what it is. He concludes that it is neither anticapitalist nor inconsistent with mainstream tourism on which it relies; it is neither a theory nor a model and is not a niche form of tourism. Further, he argues that it has no distinctive method and is not only about people living in poverty.

Slow Tourism

The concept of slow tourism has emerged as a model of sustainable tourism development, and as such, it lacks an exact definition. The concept of slow tourism traces its origin back to some institutionalized social movements such as “slow food” and “slow cities” that began in Italy in the 1990s and spread rapidly around the world (Fullagar et al., 2012 ; Oh et al., 2016 , p. 205). Advocates of slow tourism tend to emphasize slowness in terms of speed, mobility, and modes of transportation that generate less environmental pollution. They propose niche marketing for alternative forms of tourism that focus on quality upgrading rather than merely increasing the quantity of visitors via the established mass-tourism infrastructure (Conway & Timms, 2010 ).

In the context of the Caribbean region, slow tourism has been promoted as more culturally sensitive and authentic, as compared to the dominant mass tourism development model that is based on all-inclusive beach resorts dependent on foreign investment (Conway & Timms, 2010 ). Recognizing its value as an alternative marketing strategy, Conway and Timms ( 2010 ) make the case for rebranding alternative tourism in the Caribbean as a means of revitalizing the sector for the changing demands of tourists in the 21st century . They suggest that slow tourism is the antithesis of mass tourism, which “relies on increasing the quantity of tourists who move through the system with little regard to either the quality of the tourists’ experience or the benefits that accrue to the localities the tourist visits” (Conway & Timms, 2010 , p. 332). The authors draw on cases from Barbados, the Grenadines, Jamaica, and Trinidad and Tobago to characterize models of slow tourism development in remote fishing villages and communities near nature preserves and sea turtle nesting sites.

Although there is a growing interest in the concept of slow tourism in the literature, there seems to be little agreement about the exact nature of slow tourism and whether it is a niche form of special interest tourism or whether it represents a more fundamental potential shift across the industry. Conway and Timms ( 2010 ) focus on the destination, advocating for slow tourism in terms of a promotional identity for an industry in need of rebranding. Caffyn ( 2012 , p. 77) discusses the implementation of slow tourism in terms of “encouraging visitors to make slower choices when planning and enjoying their holidays.” It is not clear whether slow tourism is a marketing strategy, a mindset, or a social movement, but the literature on slow tourism nearly always equates the term with sustainable tourism (Caffyn, 2012 ; Conway & Timms, 2010 ; Oh et al., 2016 ). Caffyn ( 2012 , p. 80) suggests that slow tourism could offer a “win–win,” which she describes as “a more sustainable form of tourism; keeping more of the economic benefits within the local community and destination; and delivering a more meaningful and satisfying experience.” Research on slow tourism is nascent, and thus the contribution of slow tourism to sustainable development is not well understood.

Impacts of Tourism Development

The role of tourism in sustainable development can be examined through an understanding of the economic, environmental, and social impacts of tourism. Tourism is a global phenomenon that involves travel, recreation, the consumption of food, overnight accommodations, entertainment, sightseeing, and other activities that simultaneously intersect the lives of local residents, businesses, and communities. The impacts of tourism involve benefits and costs to all groups, and some of these impacts cannot easily be measured. Nevertheless, they have been studied extensively in the literature, which provides some context for how these benefits and costs are distributed.

Economic Impacts of Tourism

The travel and tourism sector is one of the largest components of the global economy, and global tourism has increased exponentially since the end of the Second World War (UNWTO, 2020 ). The direct, indirect, and induced economic impact of global travel accounted for 8.9 trillion U.S. dollars in contribution to the global gross domestic product (GDP), or 10.3% of global GDP. The global travel and tourism sector supports approximately 330 million jobs, or 1 in 10 jobs around the world. From an economic perspective, tourism plays a significant role in sustainable development. In many developing countries, tourism has the potential to play a unique role in income generation and distribution relative to many other industries, in part because of its high multiplier effect and consumption of local goods and services. However, research on the economic impacts of tourism has shown that this potential has rarely been fully realized (Liu, 2003 ).

Numerous studies have examined the impact of tourism expenditure on GDP, income, employment, and public sector revenue. Narayan ( 2004 ) used a computable general equilibrium model to estimate the economic impact of tourism growth on the economy of Fiji. Tourism is Fiji’s largest industry, with average annual growth of 10–12%; and as a middle-income country, tourism is critical to Fiji’s economic development. The findings indicate that an increase in tourism expenditures was associated with an increase in GDP, an improvement in the country’s balance of payments, and an increase in real consumption and national welfare. Evidence suggests that the benefits of tourism expansion outweigh any export effects caused by an appreciation of the exchange rate and an increase in domestic prices and wages.

Seetanah ( 2011 ) examined the potential contribution of tourism to economic growth and development using panel data of 19 island economies around the world from 1990 to 2007 and revealed that tourism development is an important factor in explaining economic performance in the selected island economies. The results have policy implications for improving economic growth by harnessing the contribution of the tourism sector. Pratt ( 2015 ) modeled the economic impact of tourism for seven small island developing states in the Pacific, the Caribbean, and the Indian Ocean. In most states, the transportation sector was found to have above-average linkages to other sectors of the economy. The results revealed some advantages of economies of scale for maximizing the economic contribution of tourism.

Apergis and Payne ( 2012 ) examined the causal relationship between tourism and economic growth for a panel of nine Caribbean countries. The panel of Caribbean countries includes Antigua and Barbuda, Bahamas, Dominica, Dominican Republic, Grenada, St. Kitts and Nevis, St. Lucia, St. Vincent and the Grenadines, and Trinidad and Tobago. The authors use a panel error correction model to reveal bidirectional causality between tourism and economic growth in both the short run and the long run. The presence of bidirectional causality reiterates the importance of the tourism sector in the generation of foreign exchange income and in financing the production of goods and services within these countries. Likewise, stable political institutions and adequate government policies to ensure the appropriate investment in physical and human capital will enhance economic growth. In turn, stable economic growth will provide the resources needed to develop the tourism infrastructure for the success of the countries’ tourism sector. Thus, policy makers should be cognizant of the interdependent relationship between tourism and economic growth in the design and implementation of economic policy. The mixed nature of these results suggest that the relationship between tourism and economic growth depends largely on the social and economic context as well as the role of tourism in the economy.

The economic benefits and costs of tourism are frequently distributed unevenly. An analysis of the impact of wildlife conservation policies in Zambia on household welfare found that households located near national parks earn higher levels of income from wage employment and self-employment than other rural households in the country, but they were also more likely to suffer crop losses related to wildlife conflicts (Richardson et al., 2012 ). The findings suggest that tourism development and wildlife conservation can contribute to pro-poor development, but they may be sustainable only if human–wildlife conflicts are minimized or compensated.

Environmental Impacts of Tourism

The environmental impacts of tourism are significant, ranging from local effects to contributions to global environmental change (Gössling & Peeters, 2015 ). Tourism is both dependent on water resources and a factor in global and local freshwater use. Tourists consume water for drinking, when showering and using the toilet, when participating in activities such as winter ski tourism (i.e., snowmaking), and when using swimming pools and spas. Fresh water is also needed to maintain hotel gardens and golf courses, and water use is embedded in tourism infrastructure development (e.g., accommodations, laundry, dining) and in food and fuel production. Direct water consumption in tourism is estimated to be approximately 350 liters (L) per guest night for accommodation; when indirect water use from food, energy, and transport are considered, total water use in tourism is estimated to be approximately 6,575 L per guest night, or 27,800 L per person per trip (Gössling & Peeters, 2015 ). In addition, tourism contributes to the pollution of oceans as well as lakes, rivers, and other freshwater systems (Gössling, 2002 ; Gössling et al., 2011 ).

The clearing and conversion of land is central for tourism development, and in many cases, the land used for tourism includes roads, airports, railways, accommodations, trails, pedestrian walks, shopping areas, parking areas, campgrounds, vacation homes, golf courses, marinas, ski resorts, and indirect land use for food production, disposal of solid wastes, and the treatment of wastewater (Gössling & Peeters, 2015 ). Global land use for accommodation is estimated to be approximately 42 m 2 per bed. Total global land use for tourism is estimated to be nearly 62,000 km 2 , or 11.7 m 2 per tourist; more than half of this estimate is represented by land use for traffic infrastructure.

Tourism and hospitality have direct and indirect links to nearly all aspects of food production, preparation, and consumption because of the quantities of food consumed in tourism contexts (Gössling et al., 2011 ). Food production has significant implications for sustainable development, given the growing global demand for food. The implications include land conversion, losses to biodiversity, changes in nutrient cycling, and contributions to greenhouse emissions that are associated with global climate change (Vitousek et al., 1997 ). Global food use for tourism is estimated to be approximately 39.4 megatons 1 (Mt), about 38% than the amount of food consumed at home. This equates to approximately 1,800 grams (g) of food consumed per tourist per day.

Although tourism has been promoted as a low-impact, nonextractive option for economic development, (Gössling, 2000 ), assessments reveal that such pursuits have a significant carbon footprint, as tourism is significantly more carbon intensive than other potential areas of economic development (Lenzen et al., 2018 ). Tourism is dependent on energy, and virtually all energy use in the tourism sector is derived from fossil fuels, which contribute to global greenhouse emissions that are associated with global climate change. Energy use for tourism has been estimated to be approximately 3,575 megajoules 2 (MJ) per trip, including energy for travel and accommodations (Gössling & Peeters, 2015 ). A previous estimate of global carbon dioxide (CO 2 ) emissions from tourism provided values of 1.12 gigatons 3 (Gt) of CO 2 , amounting to about 3% of global CO 2 -equivalent (CO 2 e) emissions (Gössling & Peeters, 2015 ). However, these analyses do not cover the supply chains underpinning tourism and do not therefore represent true carbon footprints. A more complete analysis of the emissions from energy consumption necessary to sustain the tourism sector would include food and beverages, infrastructure construction and maintenance, retail, and financial services. Between 2009 and 2013 , tourism’s global carbon footprint is estimated to have increased from 3.9 to 4.5 GtCO 2 e, four times more than previously estimated, accounting for about 8% of global greenhouse gas emissions (Lenzen et al., 2018 ). The majority of this footprint is exerted by and within high-income countries. The rising global demand for tourism is outstripping efforts at decarbonization of tourism operations and as a result is accelerating global carbon emissions.

Social Impacts of Tourism

The social impacts of tourism have been widely studied, with an emphasis on residents’ perceptions in the host community (Sharpley, 2014 ). Case studies include research conducted in Australia (Faulkner & Tideswell, 1997 ; Gursoy et al., 2010 ; Tovar & Lockwood, 2008 ), Belize (Diedrich & Garcia-Buades, 2008 ), China (Gu & Ryan, 2008 ), Fiji (King et al., 1993 ), Greece (Haralambopoulos & Pizam, 1996 ; Tsartas, 1992 ), Hungary (Rátz, 2000 ), Thailand (Huttasin, 2008 ), Turkey (Kuvan & Akan, 2005 ), the United Kingdom (Brunt & Courtney, 1999 ; Haley et al., 2005 ), and the United States (Andereck et al., 2005 ; Milman & Pizam, 1988 ), among others. The social impacts of tourism are difficult to measure, and most published studies are mainly concerned with the social impacts on the host communities rather than the impacts on the tourists themselves.

Studies of residents’ perceptions of tourism are typically conducted using household surveys. In most cases, residents recognize the economic dependence on tourism for income, and there is substantial evidence to suggest that working in or owning a business in tourism or a related industry is associated with more positive perceptions of tourism (Andereck et al., 2007 ). The perceived nature of negative effects is complex and often conveys a dislike of crowding, traffic congestion, and higher prices for basic needs (Deery et al., 2012 ). When the number of tourists far exceeds that of the resident population, negative attitudes toward tourism may manifest (Diedrich & Garcia-Buades, 2008 ). However, residents who recognize negative impacts may not necessarily oppose tourism development (King et al., 1993 ).

In some regions, little is known about the social and cultural impacts of tourism despite its dominance as an economic sector. Tourism is a rapidly growing sector in Cuba, and it is projected to grow at rates that exceed the average projected growth rates for the Caribbean and the world overall (Salinas et al., 2018 ). Still, even though there has been rapid tourism development in Cuba, there has been little research related to the environmental and sociocultural impacts of this tourism growth (Rutty & Richardson, 2019 ).

In some international tourism contexts, studies have found that residents are generally resentful toward tourism because it fuels inequality and exacerbates racist attitudes and discrimination (Cabezas, 2004 ; Jamal & Camargo, 2014 ; Mbaiwa, 2005 ). Other studies revealed similar narratives and recorded statements of exclusion and socioeconomic stratification (Sanchez & Adams, 2008 ). Local residents often must navigate the gaps in the racialized, gendered, and sexualized structures imposed by the global tourism industry and host-country governments (Cabezas, 2004 ).

However, during times of economic crisis, residents may develop a more permissive view as their perceptions of the costs of tourism development decrease (Garau-Vadell et al., 2018 ). This increased positive attitude is not based on an increase in the perception of positive impacts of tourism, but rather on a decrease in the perception of the negative impacts.

There is a growing body of research on Indigenous and Aboriginal tourism that emphasizes justice issues such as human rights and self-empowerment, control, and participation of traditional owners in comanagement of destinations (Jamal & Camargo, 2014 ; Ryan & Huyton, 2000 ; Whyte, 2010 ).

Sustainability of Tourism

A process or system is said to be sustainable to the extent that it is robust, resilient, and adaptive (Anderies et al., 2013 ). By most measures, the global tourism system does not meet these criteria for sustainability. Tourism is not robust in that it cannot resist threats and perturbations, such as economic shocks, public health pandemics, war, and other disruptions. Tourism is not resilient in that it does not easily recover from failures, such as natural disasters or civil unrest. Furthermore, tourism is not adaptive in that it is often unable to change in response to external conditions. One example that underscores the failure to meet all three criteria is the dependence of tourism on fossil fuels for transportation and energy, which are key inputs for tourism development. This dependence itself is not sustainable (Wheeller, 2007 ), and thus the sustainability of tourism is questionable.

Liu ( 2003 ) notes that research related to the role of tourism in sustainable development has emphasized supply-side concepts such as sustaining tourism resources and ignored the demand side, which is particularly vulnerable to social and economic shocks. Tourism is vulnerable to both localized and global shocks. Studies of the vulnerability of tourism to localized shocks include disaster vulnerability in coastal Thailand (Calgaro & Lloyd, 2008 ), bushfires in northeast Victoria in Australia (Cioccio & Michael, 2007 ), forest fires in British Columbia, Canada (Hystad & Keller, 2008 ); and outbreak of foot and mouth disease in the United Kingdom (Miller & Ritchie, 2003 ).

Like most other economic sectors, tourism is vulnerable to the impacts of earthquakes, particularly in areas where tourism infrastructure may not be resilient to such shocks. Numerous studies have examined the impacts of earthquake events on tourism, including studies of the aftermath of the 1997 earthquake in central Italy (Mazzocchi & Montini, 2001 ), the 1999 earthquake in Taiwan (Huan et al., 2004 ; Huang & Min, 2002 ), and the 2008 Wenchuan earthquake in western Sichuan, China (Yang et al., 2011 ), among others.

Tourism is vulnerable to extreme weather events. Regional economic strength has been found to be associated with lower vulnerability to natural disasters. Kim and Marcoullier ( 2015 ) examined the vulnerability and resilience of 10 tourism-based regional economies that included U.S. national parks or protected seashores situated on the Gulf of Mexico or Atlantic Ocean coastline that were affected by several hurricanes over a 26-year period. Regions with stronger economic characteristics prior to natural disasters were found to have lower disaster losses than regions with weaker economies.

Tourism is extremely sensitive to oil spills, whatever their origin, and the volume of oil released need not be large to generate significant economic losses (Cirer-Costa, 2015 ). Studies of the vulnerability of tourism to the localized shock of an oil spill include research on the impacts of oil spills in Alaska (Coddington, 2015 ), Brazil (Ribeiro et al., 2020 ), Spain (Castanedo et al., 2009 ), affected regions in the United States along the Gulf of Mexico (Pennington-Gray et al., 2011 ; Ritchie et al., 2013 ), and the Republic of Korea (Cheong, 2012 ), among others. Future research on the vulnerability of tourist destinations to oil spills should also incorporate freshwater environments, such as lakes, rivers, and streams, where the rupture of oil pipelines is more frequent.

Significant attention has been paid to assessing the vulnerability of tourist destinations to acts of terrorism and the impacts of terrorist attacks on regional tourist economies (Liu & Pratt, 2017 ). Such studies include analyses of the impacts of terrorist attacks on three European countries, Greece, Italy, and Austria (Enders et al., 1992 ); the impact of the 2001 terrorist attacks on the United States (Goodrich, 2002 ); terrorism and tourism in Nepal (Bhattarai et al., 2005 ); vulnerability of tourism livelihoods in Bali (Baker & Coulter, 2007 ); the impact of terrorism on tourist preferences for destinations in the Mediterranean and the Canary Islands (Arana & León, 2008 ); the 2011 massacres in Olso and Utøya, Norway (Wolff & Larsen, 2014 ); terrorism and political violence in Tunisia (Lanouar & Goaied, 2019 ); and the impact of terrorism on European tourism (Corbet et al., 2019 ), among others. Pizam and Fleischer ( 2002 ) studied the impact of acts of terrorism on tourism demand in Israel between May 1991 and May 2001 , and they confirmed that the frequency of acts of terrorism had caused a larger decline in international tourist arrivals than the severity of these acts. Most of these are ex post studies, and future assessments of the underlying conditions of destinations could reveal a deeper understanding of the vulnerability of tourism to terrorism.

Tourism is vulnerable to economic crisis, both local economic shocks (Okumus & Karamustafa, 2005 ; Stylidis & Terzidou, 2014 ) and global economic crisis (Papatheodorou et al., 2010 ; Smeral, 2010 ). Okumus and Karamustafa ( 2005 ) evaluated the impact of the February 2001 economic crisis in Turkey on tourism, and they found that the tourism industry was poorly prepared for the economic crisis despite having suffered previous impacts related to the Gulf War in the early 1990s, terrorism in Turkey in the 1990s, the civil war in former Yugoslavia in the early 1990s, an internal economic crisis in 1994 , and two earthquakes in the northwest region of Turkey in 1999 . In a study of the attitudes and perceptions of citizens of Greece, Stylidis and Terzidou ( 2014 ) found that economic crisis is associated with increased support for tourism development, particularly out of self-interest. Economic crisis diminishes residents’ concern for environmental issues. In a study of the behavior of European tourists amid an economic crisis, Eugenio-Martin and Campos-Soria ( 2014 ) found that the probability of households cutting back on travel expenditures depends largely on the climate and economic conditions of tourists’ home countries, and households that do reduce travel spending engage in tourism closer to home.

Becken and Lennox ( 2012 ) studied the implications of a long-term increase in oil prices for tourism in New Zealand, and they estimate that a doubling of oil prices is associated with a 1.7% decrease in real gross national disposable income and a 9% reduction in the real value of tourism exports. Chatziantoniou et al. ( 2013 ) investigated the relationship among oil price shocks, tourism variables, and economic indicators in four European Mediterranean countries and found that aggregate demand oil price shocks generated a lagged effect on tourism-generated income and economic growth. Kisswani et al. ( 2020 ) examined the asymmetric effect of oil prices on tourism receipts and the sensitive susceptibility of tourism to oil price changes using nonlinear analysis. The findings document a long-run asymmetrical effect for most countries, after incorporating the structural breaks, suggesting that governments and tourism businesses and organizations should interpret oil price fluctuations cautiously.

Finally, the sustainability of tourism has been shown to be vulnerable to the outbreak of infectious diseases, including the impact of the Ebola virus on tourism in sub-Saharan Africa (Maphanga & Henama, 2019 ; Novelli et al., 2018 ) and in the United States (Cahyanto et al., 2016 ). The literature also includes studies of the impact of swine flu on tourism demand in Brunei (Haque & Haque, 2018 ), Mexico (Monterrubio, 2010 ), and the United Kingdom (Page et al., 2012 ), among others. In addition, rapid assessments of the impacts of the novel coronavirus SARS-CoV-2 have documented severe disruptions and cessations of tourism because of unprecedented global travel restrictions and widespread restrictions on public gatherings (Gössling et al., 2020 ; Qiu et al., 2020 ; Sharma & Nicolau, 2020 ). Hotels, airlines, cruise lines, and car rentals have all experienced a significant decrease globally because of the COVID-19 pandemic, and the shock to the industry is significant enough to warrant concerns about the long-term outlook (Sharma & Nicolau, 2020 ). Qiu et al. ( 2020 ) estimated the social costs of the pandemic to tourism in three cities in China (Hong Kong, Guangzhou, and Wuhan), and they found that most respondents were willing to pay for risk reduction and action in responding to the pandemic crisis; there was no significant difference between residents’ willingness to pay in the three cities. Some research has emphasized how lessons from the COVID-19 pandemic can prepare global tourism for an economic transformation that is needed to mitigate the impacts of climate change (Brouder, 2020 ; Prideaux et al., 2020 ).

It is clear that tourism has contributed significantly to economic development globally, but its role in sustainable development is uncertain, contested, and potentially paradoxical. This is due, in part, to the contested nature of sustainable development itself. Tourism has been promoted as a low-impact, nonextractive option for economic development, particularly for developing countries (Gössling, 2000 ), and many countries have managed to increase their participation in the global economy through development of international tourism. Tourism development has been viewed as an important sector for investment to enhance economic growth, poverty alleviation, and food security, and the sector provides an alternative opportunity to large-scale development projects and extractive industries that contribute to emissions of pollutants and threaten biodiversity and cultural values. However, global evidence from research on the economic impacts of tourism has shown that this potential has rarely been realized (Liu, 2003 ).

The role of tourism in sustainable development has been studied extensively and with a variety of perspectives, including the conceptualization of alternative or responsible forms of tourism and the examination of economic, environmental, and social impacts of tourism development. The research has generally concluded that tourism development has contributed to sustainable development in some cases where it is demonstrated to have provided support for biodiversity conservation initiatives and livelihood development strategies. As an economic sector, tourism is considered to be labor intensive, providing opportunities for poor households to enhance their livelihood through the sale of goods and services to foreign tourists.

Nature-based tourism approaches such as ecotourism and community-based tourism have been successful at attracting tourists to parks and protected areas, and their spending provides financial support for biodiversity conservation, livelihoods, and economic growth in developing countries. Nevertheless, studies of the impacts of tourism development have documented negative environmental impacts locally in terms of land use, food and water consumption, and congestion, and globally in terms of the contribution of tourism to climate change through the emission of greenhouse gases related to transportation and other tourist activities. Studies of the social impacts of tourism have documented experiences of discrimination based on ethnicity, gender, race, sex, and national identity.

The sustainability of tourism as an economic sector has been examined in terms of its vulnerability to civil conflict, economic shocks, natural disasters, and public health pandemics. Most studies conclude that tourism may have positive impacts for regional development and environmental conservation, but there is evidence that tourism inherently generates negative environmental impacts, primarily through pollutions stemming from transportation. The regional benefits of tourism development must be considered alongside the global impacts of increased transportation and tourism participation. Global tourism has also been shown to be vulnerable to economic crises, oil price shocks, and global outbreaks of infectious diseases. Given that tourism is dependent on energy, the movement of people, and the consumption of resources, virtually all tourism activities have significant economic, environmental, and sustainable impacts. As such, the role of tourism in sustainable development is highly questionable. Future research on the role of tourism in sustainable development should focus on reducing the negative impacts of tourism development, both regionally and globally.

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1. One megatonne (Mt) is equal to 1 million (10 6 ) metric tons.

2. One megajoule (MJ) is equal to 1 million (10 6 ) joules, or approximately the kinetic energy of a 1-megagram (tonne) vehicle moving at 161 km/h.

3. One gigatonne (Gt) is equal to 1 billion (10 9 ) metric tons.

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Chapter 1. History and Overview

1.5 Impacts of Tourism

As you can already see, the impacts of the global tourism industry today are impressive and far reaching. Let’s have a closer look at some of these outcomes.

Tourism Impacts

Tourism can generate positive or negative impacts under three main categories: economic, social, and environmental. These impacts are analyzed using data gathered by businesses, governments, and industry organizations.

Economic Impacts

According to the 2019 edition of the UNWTO International Tourism Highlights report , international tourist arrivals reached 1.4 billion, a 5% increase in 2018. UNWTO Secretary-General Zurab Pololikashvili stated that the sheer growth of the industry was driven by a strong global economy, surge of the travel-ready middle class from emerging economies, technological advances, and more affordable travel costs among others (UNWTO, 2019). At the same time, the UNWTO (2019) reported export earnings from tourism, or the sum of international tourism receipts and passenger transport, reached a staggering USD 1.7 trillion. This demonstrates that the industry is a major economic engine of growth and development.

Europe has traditionally been the region with the highest tourism dollar spending with USD 570 billion, followed by Asia and the Pacific (USD 435 billion), the Americas (USD 334 billion), Middle East (USD 73 billion), and Africa (USD 38 billion). Asia has shown to have the strongest growths in both arrivals (+7%) and spending (+7%). Africa equally shared a +7% growth in arrivals, suggesting a new interest in travelling to the continent.

What are the trends that are motivating people to travel? The six consumer travel trends, according to the UNWTO (2019) include:

• Travel “to change” or focusing on more authentic travel, transformation, and living like a local.
• Travel “to show” or capturing “instagramable” moments, experiences, and visiting selfie-worthy destinations.
• Pursuit of a healthy life or engaging into active travel that involves walking, wellness, and sports tourism.
• Rise of the “access” economy.
• Solo travel and multigenerational travel as a result of single households and an aging population.
• Rising awareness on travel with sustainable advocacies, thoughtful consideration about climate change impacts, and plastic-free travel.

Social Impacts

Because tourism experiences also involve human interaction, certain impacts may occur. Generally, social impacts in tourism are related to guest-to-host or host-to-guest influences and changes. Studies of these encounters often relate to the Social Exchange Theory, which describe how tourists and hosts’ behaviours change as a result of the perceived benefits and threats they create during interaction (Nunkoo, 2015).

Positive social impacts in tourism include learning about different cultures, increasing tolerance and inclusion through LGBTQ+ travel, increasing amenities (e.g., parks, recreation facilities), investment in arts and culture, celebration of Indigenous peoples , and community pride. When developed conscientiously, tourism can, and does, contribute to a positive quality of life for residents and a deeper learning and appreciation for tourists.

Unfortunately, tourism also has its shortcomings and is culpable for some detrimental impacts. However, as identified by the United Nations Environment Programme (UNEP, 2003a), negative social impacts of tourism can include:

• Change or loss of indigenous identity and values
• Culture clashes
• Physical causes of social stress (increased demand for resources)
• Ethical issues (such as an increase in sex tourism or the exploitation of child workers)

Some of these issues are explored in further detail in Chapter 12 , which examines the development of Indigenous tourism in British Columbia.

Environmental Impacts

Tourism relies on, and greatly impacts, the natural environment in which it operates. In many cases, the environment is an essential resource that outdoor recreation and ecotourism cannot exist without. Even though many areas of the world are conserved in the form of parks and protected areas, tourism development can still have severe negative impacts from misuse, overuse, and neglect. According to UNEP (2003b), these can include:

• Depletion of natural resources (water, forests, etc.)
• Pollution (air pollution, noise, sewage, waste and littering)
• Physical impacts (construction activities, marina development, trampling, loss of biodiversity)

The environmental impacts of tourism knows no boundaries and can reach outside local areas and have detrimental effects on the global ecosystem. One example is increased emissions from necessary tourism elements such as transportation. Air travel for instance, is a major contributor to climate change. Chapter 10 looks at the environmental impacts of tourism in more detail.

A overview of the negative and positive impacts:

Whether positive or negative, tourism is a force for change around the world that is capable of transforming the environment from micro- to macro-scales at a staggering rate.

Media Attributions

• Pride by Mercedes Mehling is licensed under an Unsplash Licence .

Groups specially protected in international or national legislation as having a set of specific rights based on their historical ties to a particular territory, and their cultural or historical distinctiveness from other populations. Indigenous peoples are recognized in the Canadian Constitution Act as comprising three groups: First Nations, Métis, and Inuit.

Introduction to Tourism and Hospitality in BC - 2nd Edition Copyright © 2015, 2020, 2021 by Morgan Westcott and Wendy Anderson, Eds is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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ORIGINAL RESEARCH article

The study on the impact of short video tourism vloggers at social media platform on online sharing intention.

• 1 International School of Cultural Tourism, Zhejiang University City College, Hangzhou, China
• 2 Faculty of International Tourism and Management, City University of Macau, Macau, China

COVID-19 has caused significant damage globally, including tourism. This study adopts the quantitative research method, selects 588 samples from tourists watching short videos to investigate the antecedents and effects of parasocial interaction between tourists and short video tourism Vloggers, and analyses them with partial least squares. Based on parasocial relationship theory, this study investigates the antecedents of parasocial relationships between tourists and short video tourism Vloggers and their willingness to share short video tourism. Results show that the consistency of values, entertainment motivation, and emotional engagement positively impact the parasocial relationships between tourists and short video tourism Vloggers and affect the online sharing intention through the parasocial relationship. The consistency of values can directly affect sharing intention. As an intermediary variable, parasocial relationship positively impacts value congruence, entertainment motivation, emotional engagement, and sharing intention. This study introduces parasocial relationship into the research of tourism short video Vloggers, which enriches the literature. Furthermore, this introduction provides new marketing strategies and suggestions for the sustainable development of tourism.

Introduction

As one of the most powerful online network tools, social media has been integrated into the social and economic life of the real world. Short videos are a new force suddenly gaining popularity. With the development of the Internet economy, XI GUA, TikTok, and other short video platforms have attracted many short video practitioners and audiences. According to the 46th statistical report on China’s Internet Development released by China Internet Network Information Center in Beijing on September 29, 2020, the number of users of short videos reached 873 million, accounting for 88.3% of the total number of Internet users ( CNNIC, 2020 ). Short videos have a wide range of applications, especially in the tourism industry. As a mainstream form of social media, the information in short travel videos can guide visitors in their choice of destination. According to the research report on the demand trend of China’s leisure tourism customers, jointly released by China Tourism Research Institute and Ctrip Travel Network, more than 40% of domestic tourists have used websites, BBS, or forums to obtain travel information, and The proportion of inbound visitors using online media is over 60% and the proportion of outbound visitors is over 50% ( Net, 2020 ). In tourism, social media directly affects tourists’ decision-making and changes their travel behavior ( Xiang and Gretzel, 2010 ; Hudson and Thal, 2013 ). The most intuitive effect of social media in tourism is to increase the number of visits to destinations, which is beneficial to the sustainable development of tourism destination brands ( Chen and Zhang, 2015 ). As a virtual platform for tourists to share their travel experiences and emotions, short videos have gradually become the reference basis for potential tourists to make travel decisions ( Chen et al., 2013 ). Short video tourism Vloggers are content creators in online tourism who display tourism experiences and provide tourism suggestions through video-generated content no longer than 5 min, establishing an emotional connection with their followers through interactive communication ( Gao, 2018 ). Videos bring new opportunities to tourism destinations ( Hu and Guo, 2020 ). Using social media to market tourism has proved to be a good strategy ( Fotis et al., 2012 ). Scholars ( Tung and Ritchie, 2011 ; Munar and Jacobsen, 2014 ) believe that social media has fundamentally changed personal travel planning.

In reviewing previous studies on social media and tourism, most of them are based on hotel websites ( McCarthy et al., 2010 ; Sparks and Browning, 2011 ), tourism websites ( Milano et al., 2011 ), and blogs ( Pan et al., 2007 ; Akehurst, 2009 ; Leung et al., 2011 ) on the types of social media, such as WeChat ( Liang and Yang, 2018 ; Xiao, 2019 ; Jiang et al., 2020 ). For the sustainable development of tourism, sharing tourism information is also an important factor. Sotiriadis (2017) reviewed articles sharing travel experiences on social media. According to the literature on sharing intention, most are based on information content ( Yang et al., 2017 ), emotion ( Wang et al., 2017 ), attitude ( Lee et al., 2016 ), perceived usefulness ( Ma et al., 2018 ), EWOM ( Jalilvand et al., 2012 ) and user group ( Zhao et al., 2020 ). Su et al. (2021) supposed Tourism activity type is the key factor leading to different sharing content and Tourist well-being is an important mechanism for travel experience sharing. However, short videos have not been thoroughly studied as a sustainable online communication channel considering its current characteristics and the imagined intimate relationship through parasocial relationship. Furthermore, what attracts visitors to interact with tourism Vloggers and how this interaction leads to the promotion of tourists’ sharing intention are still unclear. In the context of parasocial relationships, the influencing factors of short video tourism Vloggers’ online sharing intention are a new direction. Based on the sustainable development of tourism, this study uses parasocial relationship theory and similarity attraction theory to fill the above research gap.

In other words, this study determines the role of short video tourism Vloggers, emotional engagement, value congruence, parasocial relations and entertainment motivation in influencing sharing intention. The following objectives guide this study: to explore the impact of emotional engagement, value congruence and entertainment motivation on parasocial relationships and examine the impact of parasocial relations on sharing intention and the intermediary role of parasocial relations.

This study has particular theoretical significance. Firstly, parasocial relationship theories in social media are based on websites or public accounts. This study takes short video tourism Vloggers on the social media platform as the research object, expanding the parasocial relationship theory application scope. Second, short video tourism blogging is a new research direction, which expands the factors of tourism sustainable development. This study expands the existing parasocial relationship literature by revealing the antecedents and consequences of parasocial relationship and online sharing intention. Finally, this study increases the existing parasocial relationship literature by revealing the antecedents and consequences of parasocial relations and online sharing intention.

Literature review

Emotion engagement and parasocial relationship.

The definition of emotional engagement varies among different research backgrounds. Emotional engagement is mainly used in the field of research and learning. Marks (2000) believes that emotional engagement is a psychological state in which much energy and attention are spent to complete a learning task. Fredricks et al. (2004) define emotional engagement as “a person’s emotional reaction when undertaking a specific task,” which ultimately includes “positive and negative reactions to teachers, classmates, scholars and schools, and is considered to establish contact with an institution and affect work Willingness.” Hilvert-Bruce et al. (2018) and Guo (2018) believe that emotional engagement refers to emotional connections and expressions of emotions of audience of live programs through responses to performers and other audience. Viewers interact with streaming media and other viewers through instant chat to obtain an alternative experience ( Lim et al., 2020 ). Emotional engagement means that tourists can feel the emotional connection with short video tourism Vloggers. The feeling of emotional connection comes from the nature of fast-moving instant chat with other users, who will respond to each other’s comments and questions, some of which include serious comments on streaming media. When the audience is in a fast-moving instant chat environment, they may experience the phenomenon of immersion or a “spiritual feeling of devotion,” which promotes them to contact with others actively and participate emotionally; emotional connectivity ( Guo, 2018 ; Hilvert-Bruce et al., 2018 ) and emotional expression ( Lim et al., 2015 ) can lead to parasocial relationships. Researchers believe that the audience’s ability to understand the emotional response of others is closely related to parasocial relationships ( Davis et al., 1987 ). Kim (2012) support that Emotional involvement is a main driver affecting film tourism experiences. Watching short videos may have a positive relationship with tourists. Thus, if users feel more emotional contact with their short video travel Vloggers, they will have a stronger sense of parasocial relationships. Previous studies by scholars emphasized the importance of emotional participation in changing people’s behavior ( Ramkissoon et al., 2013 ; Dewnarain et al., 2019 ; Majeed and Ramkissoon, 2022 ). Wang et al. (2017) explored the influencing factors of positive emotion on online sharing hospitals on microblogs. An online questionnaire survey was conducted among 341 microblog users. The results show that positive emotion has a positive impact on sharing intention. An increase of tourists’ emotion may lead to the behavior or intention of sharing information to others. Based on previous studies, this study puts forward the following hypotheses:

H1 : Tourists’ emotional engagement has a positive impact on social interaction.

H2 : Tourists’ emotional engagement has a positive impact on sharing intention.

Entertainment motivation and parasocial relationship

People have the opportunity to communicate through potential motivation ( Rubin and Step, 2000 ), and the motivation of social media users to use media may affect parasocial relationship ( Rubin et al., 1985 ). Similarly, tourists using social platforms to watch tourism Vloggers also have the opportunity to generate parasocial relations. While watching short videos, people have a certain sense of entertainment ( Haridakis and Hanson, 2009 ). Kawamura et al. (2009) believe that entertainment will promote the development of parasocial relationships because viewers prefer to pay attention to information that can meet their motivation ( Rubin and Step, 2000 ). Viewers with entertainment motivation will pay more attention to the entertainment value of video ( Sokolova and Kefi, 2020 ), which makes them feel closer to short video tourism Vloggers. Based on previous studies, this study puts forward the following hypothesis:

H3 : The entertainment motivation of tourists and short video tourism Vloggers positively impacts sharing intention.

Value congruence and parasocial relationship

Value congruence originates from the fit theory between humans and the environment ( Audia et al., 1996 ). It describes how the environment meets human needs, values or references. Complementary adaptation occurs when a person “complements, modifies or has characteristics similar to those of other individuals in the environment” ( Muchinsky and Monahan, 1987 ). The concept of value congruence first appeared in academia when it was applied to the study of organizational behavior and employee relations ( Zucker, 1987 ). Later, in marketing, it refers to the personal values of consumers and the values they believe exist in the organization ( Zhao et al., 2012 ). The degree of congruence between the main value of the video and the tourists in this study refers to the congruence of their values in tourism. Concerning the use of social media, Ayeh et al. (2013) found that user-generated content (UGC) contributors and focused customers affect perceived source credibility and subsequent attitudes and intentions to use UGC. The similarity between value congruence and social media speakers may lead to customers’ positive attitudes and behavioral intentions. The attitude similarity between TV performers and viewers promotes parasocial relationships. Thus, we believe that tourists are likely to form a positive attitude and even have a sense of intimacy similar to that of short video travel Vloggers, who are considered to have personality. On the basis of the same values, customers are highly likely to have a good impression on short video tourism Vloggers and find their tourism information credible. Thus, customers will engage in collecting, forwarding, liking and other behaviors. Therefore, value congruence can change people’s behavior intention to a certain extent.

Based on previous studies, this study puts forward the hypotheses:

H4 : Value congruence between the tourist and short video tourism Vloggers positively impacts parasocial relationships.

H5 : Value congruence between tourists and short video tourism Vloggers positively impacts sharing intention.

Parasocial relationship and sharing intention

Sharing intention is defined as the intention of online users to find the information useful to others, attract others’ attention on the Internet and share this information with others ( Erdelez and Rioux, 2000 ). Horton and Richard Wohl (1956) studied the performance and response of performers and audience in TV programs. It showed that an intimate relationship was established between performers and audience through this interaction. It also discussed how this “intimacy” was established through examples. In this study, parasocial relationships refer to imaginary intimate relationships, which is a sense of intimacy. Many parasocial relationships have been used to study the phenomenon of star chasing. The stronger their parasocial relationship with stars, the higher their positive emotions ( Li, 2015 ). Previous studies have shown that the stronger the emotion aroused, the stronger the feeling of interaction, and the greater the possibility of sharing or sharing intention ( Berger and Milkman, 2010 ; Berger, 2011 ; Nelson-Field et al., 2013 ; Hagerstrom et al., 2014 ). Based on previous studies, this study puts forward the following hypothesis:

H6 : The parasocial relationship between tourists and short video tourism Vloggers positively impacts online sharing intention.

Mediating effect of parasocial relationships

Parasocial relationships are an important factor connecting the relationship between people. Parasocial social interaction in social media mostly refers to imaginary intimate relationships ( Haobin Ye et al., 2021 ). Many studies have shown that quasi-social interaction can affect people’s behavior or attitude. In the study of social media, parasocial relationships have an intermediary effect. Zheng et al. (2020) in the research on the role of attraction and parasocial relationship in social shopping websites, using three variables, namely, physical attraction, social attraction and technology attraction, and using technology attraction theory and parasocial relationship theory, this study analyses how the three types of technology attraction affect parasocial relationships to affect users’ social business intention. Ramkissoon and Mavondo (2015) supportive emotions can affect behavioral intention. Liu et al. (2019) , in the research on virtual blogging and brand evaluation, the impact of parasocial interaction, through a short video survey, authors are interested in understanding which video blog (vlogger) can better help their marketers develop their brand image. In contrast, vlog viewers tend to evaluate the positive brand recognized by vloggers and how these effects occur. The results show that parasocial relationship has a complete mediating effect on the impact of physical attractiveness on perceived brand. In tourism, in the study of tourism websites, parasocial relationship plays an intermediary role in value consistency, perceived consistency and civic behavior. The above research shows that parasocial relationship has the possibility of mediation effect ( Figure 1 ). Based on previous studies, this study puts forward the following hypothesis:

Figure 1 . Proposed research model.

H7 : Parasocial relations have a mediating effect.

Research methods

Research context.

This study uses quantitative research methods to take tourists who watch short video tourism Vloggers as the object. Most tourists prefer obtaining information through short video tourism Vloggers because it has the characteristics of vividness, interaction and authenticity. This study discusses the relationship between tourists watching short video tourism Vloggers and their willingness to share from the aspects of value congruence, entertainment motivation, emotion engagement and parasocial interaction.

Questionnaire development and measurements

A questionnaire was developed to obtain quantitative data. The questionnaire is divided into three parts. The first part includes screening questions to identify qualified participants for the current study. The respondents in this study are tourists who have watched short video tourism Vloggers’ information in the past 6 months. The second part is 25 seven-point Likert scale questions, which evaluate the five structures of the proposed framework: value congruence, entertainment motivation, parasocial relationship, emotional engagement and sharing intention.

The study conducted a questionnaire survey using the existing measurement scales in the early study. Entertainment motivation was measured by items from Sokolova and Kefi (2020 ; e.g., “I watch video blog because it is entertainment”). Value congruence was measured by three items from Jung and Avolio (2000 ; e.g., “I have a clear understanding of what the core values of the influencer mean”). Parasocial relationships are measured using eight items from Rubin et al. (1985) and Kim et al. (2015 ; e.g., “I would like to meet the influencer in person”). Four items developed by Lim et al. (2015) and Lim et al. (2020) measured emotional engagement (e.g., “I quoted the live streamer or commentator when influencer said something good or witty”). Finally, willingness to share online is measured by three projects developed by Wang et al. (2017 ; e.g., “I have a strong desire to share the short-sightedness of the tour Frequency”). Previous studies have confirmed that all scales used in this study are reliable and effective. Preston and Colman (2000) and Lietz (2010) believe that the seven-point Likert scale is more reliable and differentiated than the five-point scale, and it is also the best way of data skew distribution ( Bollen, 1989 ). All items are scored on a seven-point scale from “strongly disagree” (1) to “strongly agree” (7). The third part is the demographic characteristics of the subjects, including gender, age, education, marital status, occupation and income.

The questionnaire was originally designed in English. The questionnaire was translated into Chinese through reverse translation technology to facilitate the distribution of the questionnaire to online respondents. The Chinese and English versions were sent to English professors to verify the accuracy of content expression. To evaluate the validity of the content, a pilot test of 120 participants was conducted in October 2021 to confirm the content further, and the wording was slightly modified.

Sampling, data collection and analysis

Given the inability to grasp the information of those who watch short clips of tourism Vloggers’ videos, this study used the convenient sampling method to issue the questionnaire. we were distributed the survey questionnaire online and the data was collected it from Nov.1 to Dec.28, 2021, on WEN JUAN XIONG 1 platform. To achieve the purpose of pre-investigation, the researcher asked questions before the investigation volume evaluation. Participants were 10 audiences who often used social media to watch short video travel blogger information. They were mainly asked to evaluate the reliability of five main concepts and modify the confusing description in the expression.

In terms of total sample size, Hair et al. (2011) pointed out that, for structural equation modeling, the sample size should exceed 10 times the number of estimated variables to produce reliable results. Considering that the questionnaire of Items is 25, the sample size of this survey is 588. Of the 588 questionnaires initially received, 46 were invalid. For 542 available answers, the effective rate was 92%.

This study uses the partial least squares SEM (PLS-SEM) analysis method for CFA and path analysis. PLS-SEM has significant advantages in dealing with complex models and exploratory research models ( Hair et al., 2011 ). PLS-SEM adopts the square of step-by-step estimation parameters, covariance-based SEM and PLS-SEM. PLS-SEM calculation generally includes two stages. In the first stage, the score of the construct is estimated. In the second stage, the factor loads/weights of the measurement model and the path coefficients of the path model are calculated. Through descriptive analysis, the demographic characteristics of respondents and descriptive information of all variables are obtained. Composite reliability (CR) and ρ check the internal reliability of the structure. Convergence effectiveness and discriminant effectiveness are used to test the effectiveness of all structures. After testing the measurement model, SEM was used to test the hypothesis.

Respondent demographics

In terms of gender, women account for 54.2%, and men account for 45.8%. Women are slightly more than men, but the two are balanced, reflecting the characteristics of the Internet. Young people account for more than the elderly. In terms of age distribution, subjects aged 18 to 25 account for the largest proportion, accounting for 62.4% of the whole sample, and subjects aged over 60 account for at least 1%, reflecting the characteristics of the Internet. Young people account for more than the elderly. In terms of education level, most of the population has received higher education, with undergraduate accounting for the most, accounting for 44.8% of the overall proportion, and 0.6% below the primary school. From this point of view, the audience of short video tourism Vloggers are mostly young people, especially students. From this point of view, the audience of short video tourism Vloggers is mostly young people, especially students. Regarding the nature of work, the proportion of bachelor’s degree is the most, accounting for 39.9% of the overall proportion, and the proportion of retirees is the least, accounting for 0.4% of the overall proportion. These proportions show that the audience of short video tourism Vloggers are people who are relatively free in time. From the perspective of attention time, 144 people have been paying attention for more than 3 years, accounting for the highest proportion of 26.6 and 16.1% within 1 year, indicating that the audience watching short videos are long-term users and have a certain stability. From the perspective of personal monthly income, most of the audience are concentrated between 2000 and 8,000, proving that the audience can travel to a large extent ( Table 1 ).

Table 1 . Respondent profiles ( n  = 542).

Measurement model

Harman’s single factor score examines the variance of common methods to determine any potential deviation caused by the measurement method ( Podsakoff et al., 2012 ). The total variance explained by the single factor was 43.67% for the sample, which was below the cut-off point of 50%, Indicates that there are no serious common method biases.

Table 2 shows that the ρAs values ranged from 0.817 to 0.904 and the CR values ranged from 0.879 to 0.929. The threshold of ρAs value is above 0.7 ( Cronbach, 1951 ). The value of CR ranged from 0.7 to 0.95. Therefore, the internal consistency reliability of the measurement model can be confirmed. Evaluating the factor loading and extracted average variance (AVE) can show whether the convergent validity is up to standard. The threshold of factor loading is above 0.7 ( Chin and Newsted, 1999 ), and the factor loadings of all items are higher than 0.7 (0.701–0.888), indicates good reliability and validity. As shown in Table 2 , all AVE values ranged from 0.584 to 0.814, which are above the threshold of 0.5, showing a good convergent validity for this model.

Table 2 . Results of confirmatory factor analysis.

Discriminant validity was tested using two approaches: Fornell–Larcker criterion analysis and the Heterotrait–Monotrait Ratio of Correlations (HTMT). Table 3 shows that the square roots of AVEs on each construct are greater than the correlations between constructs ( Fornell and Larcker, 1981 ; Net, 2020 ). HTMT ratios, as shown in Table 4 , were all lower than 0.85 ( Henseler et al., 2015 ). These two approaches showed that satisfactory discriminant validity was established. Thus, the convergent validity of the measurement model can be confirmed.

Table 3 . Latent variable correlation coefficients.

Table 4 . Heterotrait–Monotrait Ratio of Correlations (HTMT) analysis.

Structure model

A total of 542 samples were used in this study to test the research model. The bootstrapping sample size is 5,000 to evaluate the statistical significance of entertainment motivation, value congruence, emotion engagement, parasocial relationship and sharing intention, with a 95% confidence interval. Test collinearity, test of the significance of path coefficients and examination of the level of coefficients of determination or R2 evaluation to model for evaluation. The variance inflation factor (VIF) was used to test for collinearity ( Hair et al., 2016 ). The study results show that all VIFs are below 5, ranging from 1.542 to 2.516, suggesting that multicollinearity was not an issue in this study ( Hair et al., 2011 ).

Table 5 reports the estimated path coefficients in the research model. Specifically, emotion engagement ( β  = 0.297, t  = 9.772, p  = 0.000), entertainment motivation ( β  = 0.297, t  = 9.772, p = 0.000) and value congruence ( β  = 0.166, t  = 5.566, p  = 0.000) have positive effects on parasocial relationship. Parasocial relationship ( β  = 0.337, t  = 2.207, p  = 0.000) and value congruence ( β  = 0.119, t  = 19.143, p  = 0.027) have a positive effect on Sharing intention. Lastly, emotion engagement ( β  = 0.034, t  = 6.898, p  = 0.617) to sharing intention has no impact.

Table 5 . Path coefficients in the structural model.

The bootstrapping resampling method was used to test the mediation role of emotional engagement. The interval is less than 0.05, which supports the mediation effect. In Table 6 , parasocial relationship mediates the relationship between value congruence and sharing intention ( β  = 0.056, t  = 3.126, p  = 0.002); parasocial relationship mediates the relationship between entertainment motivation and sharing intention ( β  = 0.100, t  = 3.605, p  = 0.000), and parasocial relationship mediates the relationship between emotion engagement and sharing intention ( β  = 0.151, t  = 4.327, p  = 0.000). Therefore, all the hypotheses H1, H3, H4, H5 and H6 were supported, and H2 was not supported. Figure 2 shows the research model with all proposed relationship and their results. The determination coefficient (R 2 ) is used to measure prediction accuracy and represents the overall effect of all external variables on internal dependent variables. The R 2 values of 0.75, 0.50 and 0.200 can be classified as significant, moderate and weak explanatory power ( Henseler et al., 2009 ; Hair et al., 2011 ). In Table 7 , all R 2 values in this model sit between 0.203 and 0.636 (parasocial relationship R 2  = 0.636 and sharing intention R 2  = 0.200). Therefore, the results of the R 2 value in this study are satisfactory. These results indicated that the model had satisfactory prediction accuracy. Predictive relevance (Q 2 ) larger than zero indicates that the prospective variable has predictive relevance for a certain dimension ( Chin, 1998 ; Henseler et al., 2009 ). Table 7 also reports that all of the Q 2 assessment results are larger than zero, indicating that the structural model in this study has adequate predictive capacity.

Table 6 . Specific indirect effects in the structural model.

Figure 2 . Final structural model with standardized path coefficients.

Table 7 . R 2 and Q 2 .

With the development of society, social media has increasingly become one of the main ways of communication. Under the influence of the COVID-19 crisis, short videos have been rapidly integrated into people’s daily life and have been used in all walks of life, including tourism. People’s sharing of tourism information has changed from blog graphics to short video sharing, which also adds a new way to disseminate tourism information and the publicity of tourism information. With the development of the times, the information communication of the tourism industry has kept up with the trend of the times to attract more tourists to pay attention to tourism information. This study takes tourism as the background and uses the theory of parasocial relationship. The results show that parasocial relationship is an important factor affecting people’s ability to share tourism videos. Emotional engagement, value congruence and entertainment motivation are important preconditions, which affect the parasocial relationship between tourists and tourism Vloggers. Parasocial relationship has a positive impact on sharing intention. Parasocial relationship and willingness to share play an intermediary role.

Emotional engagement, entertainment motivation and value congruence to parasocial relationship

The results show that the emotional engagement of tourists and short video tourism Vloggers will positively impact the parasocial relationship of the audience. That is, when the audience have emotional factors with the short video tourism blogger, when the emotional components are added, the audience build a stronger sense of quasi-social interaction with the short video tourism blogger, which means more recognition or trust in the tourism information introduced by the tourism blogger or the recommended tourist attractions. Previously, some scholars have studied the relationship between emotional engagement and parasocial relationship. The results are consistent with the results of this study. Emotional engagement can positively affect parasocial relationship ( Lim et al., 2020 ). Schramm and Wirth (2010) and Tsiotsou (2015) have shown that positive emotional outcomes contribute to the development of parasocial relationship. Emotional engagement has become the most important phenomenon to distinguish short video programs from watching TV programs on YouTube and other non-interactive online platforms. The present study mainly uses the social media platform to study the audience’s willingness to share short tourism videos. According to previous studies, emotion will affect people’s attitude and behavior, and emotional engagement is an important factor affecting parasocial relationship.

Consistent with the research results of Bi et al. (2021) , tourists’ entertainment motivation has a positive impact on parasocial relationship. Bi et al. (2021) apply the concept of parasocial relationship (PSI) to TV programs to determine whether it will trigger the travel intention of young viewers. The results show that three of the four dimensions (entertainment, information and relaxation) predict the audience’s PSI and improve their perceived well-being and travel intention. Therefore, entertainment motivation will also affect the close relationship between tourists and tourism Vloggers to a great extent. Strong entertainment motivation will also improve the probability of interaction between tourists and Vloggers to increase their interest in tourism Vloggers.

Thus, establishing a strong parasocial relationship between the audience and the broadcaster is also accompanied by a closer relationship, improving the willingness to share. The value consistency of video tourism Vloggers has a positive impact on the parasocial relationship of the audience. Perhaps the previous research results of many scholars are consistent ( Gong and Li, 2017 ; Haobin Ye et al., 2021 ; Jin et al., 2021 ). Shan et al. (2020) studied the common phenomenon of homogeneity in the context of dynamic social media in China, which is an important antecedent of parasocial relationship between audience and media roles ( Rubin and Step, 2000 ; Tian and Hoffner, 2010 ; Lee and Watkins, 2016 ) Behavioral response shows that a celebrity with appearance consistency and value consistency to promote the brand, especially that value consistency is more influential than appearance consistency ( Seomoon, 2019 ). In terms of tourism, in the research of tourism websites in communication media, Haobin Ye et al. (2021) discussed the antecedents and consequences of parasocial relationship between customers and social media spokesmen of tourism companies. Previous studies reveal that value consistency can positively impact social relations in different fields. From media spokesperson to tourism industry, value consistency and quasi-social interaction between tourists and short video tourism Vloggers is expanded.

Emotional engagement, entertainment motivation and value congruence to sharing intention

Tourists’ parasocial relationship with the short video tourism blogger will affect tourists’ willingness to share the short video. When the parasocial relationship components are added, tourists’ intention to share the short video will be stronger, meaning they more agree with or believe in the tourism information introduced by the tourism blogger or the recommended tourist attractions. It may lead to a willingness to recommend the travel information transmitted by the short video of the travel blogger with friends or people in need. In previous studies, few scholars have explored the relationship between parasocial relationship and willingness to share. The credibility of influencers and parasocial relationship have a significant positive relationship with purchase intention ( Sokolova and Kefi, 2020 ). Bi et al. (2021) applied the concept of parasocial relationship to TV programs to determine whether it will trigger the travel intention of young viewers. All the above results show that parasocial relationship has an impact on intention. This study finds that parasocial relationship has a positive impact on sharing intention, which is also in line with the same research results as previous scholars. They all belong to intention.

The impact of value congruence on parasocial relationship is also obvious. Cazier et al. (2007) agree with the results of this study that value consistency has a direct impact on people’s will. Values provide people with multiple functions and guide behavior and judgment in specific situations ( Kahle and Lakes, 1983 ). To some extent, the consistency of values can determine whether people agree with the views of tourism Vloggers on the introduction of scenic spots. Tourists will share the information they think is good or useful. The study also found that values affect all aspects of consumer behavior. For example, the consistency of values significantly impacts brand attitude and purchase intention ( Pradhan et al., 2016 ).

As for emotional participation and willingness to share, the results of this study show that emotional participation has no direct impact on willingness to share. The results of emotional engagement and willingness to share are contrary to those of Lata et al. (2021) . The results show that the existence of emotion has a positive impact on willingness to share. This study shows that emotional engagement has no direct impact on sharing intention, possibly because of different research backgrounds. In the relationship between tourists and short video tourism Vloggers, a single emotion is not enough to become the reason for tourism information sharing. Many factors can cause sharing, such as the social status of the tourism blogger or the recognition of publishing information with the tourism blogger. Tamta and Rao (2017) shows a significant negative correlation between turnover intention and employees’ cognitive and emotional engagement. Although having a different research background from the present study, the study also confirms no direct impact between emotional engagement and willingness.

The mediating role of parasocial relationship

Social interaction is of great significance as an intermediary variable between emotional engagement, value harmony and willingness to share. Compared with previous studies, the parasocial relationship between the audience and short video tourism Vloggers as the intermediary effect of emotional engagement and sharing intention has not been confirmed. Labrecque (2014) adopts the theory of parasocial relationship, which can be used as a theoretical perspective for designing successful social media strategies. The study used various methods to provide evidence of the role of PSI in developing positive relationship outcomes. Parasocial relationship has a full mediating effect on the impact of physical attractiveness on perceived brand and has a partial mediating effect on the impact of social attractiveness, entertainment motivation, relationship building motivation and time spent in the media on perceived brand quality ( Liu et al., 2019 ). Parmar and Mann (2021) support that parasocial relationships mediate between celebrity image and purchase intention. This study takes short videos as an opportunity to study the relationship between short videos and tourism Vloggers’ willingness to share short videos. Parasocial relationship is an important theory. This study verifies the intermediary relationship of parasocial relationship. Parasocial relationship is an intermediary between tourists’ and short video tourism Vloggers’ emotional engagement, value congruence and entertainment motivation. The results show that parasocial relationship also has mediating effect in the new disguised relationship.

Implications

Theoretical implications.

This study has certain significance contributions to marketing theory. Firstly, although the photographers of short videos have been affected, some scholars have paid attention to short videos but discussed them in market media. However, the role of tourism-related short video Vloggers in parasocial relationships has not been discussed in tourism literature. From the perspective of social psychology, most people only stay on the surface of the relationship between the short video influencer and its tourists and lack an in-depth understanding of the relationship between the short video influencer and its tourists. Taking short videos as the background, this study discusses the important relationship between similarity attraction theory and parasocial relationship theory. This study contributes to future research to identify specific aspects of values related to social interaction.

Secondly, this study complements the study of parasocial relationship theory by exploring the relationship between tourists’ values, entertainment motivation and emotional participation. In the field of media research, current research shows that two factors lead to parasocial relationship. Social and physical interaction are important factors affecting parasocial relationship ( Kurtin et al., 2018 ). The study added that personality and values also produce parasocial relationships. We have extended the study of parasocial relationships by introducing theories of parasocial relationships based on websites or blogs into the field of short video tourism.

Third, most research on parasocial relationships has focused on their direct impact. We extend the literature by exploring the mediating influence of parasocial relationships between emotional engagement, value congruence, entertainment motivation, and online sharing intentions. The findings suggest that the more substantial the parasocial relationship, the greater the likelihood of sharing short videos. Specifically, the stronger the parasocial relationship between tourists and travel Vloggers, the more likely they were to share travel information.

Finally, most studies on parasocial relationship and its consequences are based on purchase impact. This study takes tourism short video Vloggers as the research object to explore the impact of emotional engagement on the relationship between parasocial intention and sharing intention. The results show that parasocial intention has a direct effect on sharing intention. This study expands the existing literature on quasi-social interaction by revealing the antecedents and consequences of quasi-social interaction in tourism short video sharing intention. Previous studies mainly focused on websites and spokespersons ( Gong and Li, 2017 ), but no study has been conducted on the correlation between quasi-social interaction based on tourism short videos and willingness to share. This study adds the theory of sharing intention, extends previous studies, and finds that parasocial relationships strongly impact sharing willingness in a new field. This study proves the instrumental utility of quasi-social interaction, which is helpful to the research in this field.

Practical implications

The study results are conducive to the sustainable development of the tourism industry and provide rich management inspiration for the development of tourism marketing after the COVID-19 pandemic. The current study will provide some development suggestions for the online publicity and sharing of tourism or scenic spots. According to our research results, we can make the following suggestions. Firstly, based on the conclusion that emotional engagement, entertainment motivation and value congruence will lead to more interactive behavior of the tourists, we suggest that scenic spots can enhance their popularity by strengthening audience interaction. For example, they can use short videos of tourism experts to promote scenic spots. Tourists can be invited to scenic spots to shoot short videos in the same scenic spot. Tourists can receive a lot of relevant information about scenic spots through the publicity of short videos and will also open it in the same place with tourism Vloggers to improve the popularity of the scenic spot.

Secondly, the research shows that parasocial relationships will enhance the tourists’ willingness to share. In previous studies, the attractiveness of media roles will lead to more tourist parasocial relationships ( Rosaen and Dibble, 2008 ). Therefore, strengthening the social relationship of the tourists is more important for the parasocial relationship on the scene. We can start from this aspect to develop the publicity and marketing of scenic spots. For example, when publishing short videos of scenic spot related information, you can use various functions of the short video platform, including direct message, comment, post, reply, like and lottery, so that tourists can experience closer parasocial interaction and feel a stronger sense of social existence. Tourist destinations can also invite short video tourism Vloggers to publicize some leisure tourism scenic spots around the tourist destinations, develop near outing tourism projects, attract some nearby tourists to travel and improve the tourism industry after the outbreak of the new pavilion epidemic.

Finally, emotional participation has a particular impact on social interaction. Scenic spots can improve quasi-social interaction by improving tourists’ emotional participation. For example, under short videos, the audience’s questions can be answered in the comment area under short videos, and some topics of interest can be said. Some tourism Vloggers can be invited to do some offline tourism sharing activities to improve the emotional communication between tourists and short video tourism anchors. Short video tourism Vloggers can also count the tourism knowledge they want to know most through the comment area, select several as representatives and shoot video for answers. Thus, the emotional communication between tourists and short video tourism Vloggers is increased, more parasocial relationships are promoted, and more sharing intention is increased. The above suggestions will help to improve the popularity of scenic spots or tourist cities and restore the tourism economy. Suggestions for the diversified development of tourism and the sustainable development of the tourism industry after the epidemic fluctuation are provided.

Conclusion, limitations and future research

Developing short video tourism is an important measure for the sustainable development of the network economy. Since the COVID-19 outbreak, tourism has witnessed the surge of social media in promoting the relationship between scenic spots and visitors. The potential mechanism of how social media can promote the construction of the relationship between scenic spots and audience has not been revealed. This study integrates parasocial relationship theory and sharing intention theory. The purpose is to explain how short video tourism Vloggers affect the relationship between online users’ willingness to watch and share to narrow the gap in this research field. The results show that the similarity in entertainment motivation, emotional engagement and values between short video tourism Vloggers and tourists leads to the parasocial relationship between them, which affects their sharing intention. This study enriches the research theory in social media short video and provides reference suggestions for online sales of the scenic spot industry. Although the conclusion of this study has a particular contribution to the existing theory, it provides some practical enlightenment for the online development of tourism destinations.

However, this study inevitably has many research limitations in research scope, research methods, research design and research depth; it also provides space and theoretical ideas for follow-up research, mainly including the following aspects.

Firstly, the research sample of this study has certain limitations. Internet economy will be different in different periods and countries. Therefore, in future research, samples can be collected in different countries and at different times to verify the applicability of the research model in different contexts.

Second, there are certain limitations in research methods, quantitative research can well deal with the “relationship, interaction and causal relationship between variables,” but it cannot pay more attention to the relationship between phenomenon and background, the process of phenomenon change and the significance of phenomenon and behavior to behavior subjects as qualitative research.

Finally, the cross-sectional sampling method used in this study, which may affect the estimation of hypothesis relationships.

These limitations should be considered when interpreting the results of the current study. In the future, encourage more research on social media short video tourism Vloggers’ antecedents in parasocial relationships. Future research can also compare different social media celebrities, which may produce profound findings aimed at parasocial relationships. Some boundary conditions should also be revealed, which may change the intensity of parasocial relationships.

Data availability statement

The original contributions presented in the study are included in the article/supplementary material, further inquiries can be directed to the corresponding author.

Ethics statement

Ethical review and approval were not required for the study on human participants in accordance with the local legislation and institutional requirements. Written informed consent from the participants was not required to participate in this study in accordance with the national legislation and the institutional requirements.

Author contributions

All authors listed have made a substantial, direct, and intellectual contribution to the work and approved it for publication.

Acknowledgments

I want to thank my instructor James Shen for guiding the direction of my thesis. I would like to gratefully acknowledge the support of the Editorial Technical Team for setting these guidelines.

Conflict of interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Publisher’s note

All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article, or claim that may be made by its manufacturer, is not guaranteed or endorsed by the publisher.

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Keywords: short video Vloggers, emotional engagement, value congruence, entertainment motivation, parasocial intention, sharing intention

Citation: Zhao C, Shen H and Zhang Y (2022) The study on the impact of short video tourism Vloggers at social media platform on online sharing intention. Front. Psychol . 13:905002. doi: 10.3389/fpsyg.2022.905002

Received: 07 April 2022; Accepted: 06 July 2022; Published: 26 July 2022.

Reviewed by:

Copyright © 2022 Zhao, Shen and Zhang. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

*Correspondence: Huawen Shen, [email protected]

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

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Positive Impacts of Tourism on the Environment

If you asked random people from different countries whether tourism has negative or positive impacts on the environment, none of the answers would most likely prevail since their opinion will be based on their personal experience from travels. Tourism and environment have important, yet controversial relationship, that needs to be in a perfect balance to benefit each other.

Beautiful natural landscapes or unique flora and fauna are the main drivers of tourism into an area. But when too many tourists visit natural sites, environment and its inhabitants rather suffer from the negative impacts, which easily outweigh all the benefits due to exceeding the natural carrying capacity of a place .

On the other hand, when the number of visitors is balanced with respect for the natural environment, tourism has great potential in supporting or even starting out new conservation projects that protect unique areas and benefit local residents.

Sustainable tourism helps protect the environment

Many countries around the world depend on tourism as their main industry in providing jobs in rural areas and bringing in funds that would be otherwise out of their reach. Financial resources and employment are critical for local livelihoods and security. But as more and more countries focus on expanding their tourism sites, they often encounter problems with overconsumption of their finite natural resources, pollution, and degradation. This easily spirals into undesirable situations of negative impacts on the local environment and society.

Tourism as a fast-growing industry must follow the principles of sustainability in order to last long term while maintaining positive impacts for an area. In terms of environment, this means consumption of natural resources within acceptable limits, protecting biodiversity and making sure that essential ecological processes can take place, while providing a pleasant experience to visiting tourists [1] .

A part of striving towards sustainability is also raising awareness about the unique natural features of an area and educating visitors about their sustainable management. This helps them to understand the rules set in place and respect differences.

Sustainable Development Goals (SDGs) in relation to tourism

Tourism represents 10 percent of world GDP. The industry increasingly affects the environment, culture, and socio-economic development of a country. Due to such a great reach, it is a powerful tool in facilitating change.

According to the World Tourism Organization (UNWTO), tourism contributes directly or indirectly to all the 17 goals of sustainable development (SDGs) that were defined together with additional 169 SDG targets to ensure safer future for life on Earth by 2030.

Since 2018, UNWTO operates even an online platform dedicated to achievement of SDGs through tourism. You can visit it here: https://tourism4sdgs.org/ . On the platform is detailed description of each sustainable development goal in relation to tourism. SDGs address areas ranging from the importance of biodiversity, protection of marine ecosystems to urgent call for sustainable production and consumption.

Following the guidelines, UNWTO has, for example, partnered with the United Nations Environment Programme and the Ellen MacArthur Foundation and launched a Global Tourism Plastics Initiative to mitigate the problem of plastic pollution in the industry.     

What are the positive impacts of tourism on the environment?

Sustainable tourism is the only way to go forward if the industry wants to grow. But throughout the last couple decades, tourism has been already growing and has introduced many new places to foreign visitors. In some regions, having the option of welcoming paying guests, tourism has brought many positive impacts on the environment. Let’s see their examples.     

#1 Awareness raising and first-hand experience

Beautiful landscapes, animals in their natural environment, exotic ecosystems attract visitors from around the world. They are the primary reason why people travel. To get rest from their daily blues and experience ultimate relaxation from the connection with natural world. Tourism is the best tool to raise awareness of environmental values.

You learn the best when you do get to experience something directly, when you see it, touch it, and when you witness what threatens to destroy it. Personal visit of natural areas introduces you to the values they have for life. It makes you care about them, since you get to enjoy their special feeling. And memories you will have will encourage you to be environmentally-conscious in travel and personal life.

In January 2021, alarming pictures of the most touristy beaches in Bali buried in plastic waste that washed up on the shore due to the monsoon weather, appeared on social media of travelers and in the news [2] . The images have drawn global attention and created a bad rep for single-use plastic items, making us (consumers) more aware of the true impact.

#2 Tourism for skills learning and education

This is a special side of tourism but plays also an important role in positive impacts of tourism on the environment. Visitors do not have to be drawn to places just for entertainment or relaxation, they may come with the primary mission of learning a new skill or gaining certain knowledge. Tourists come to see a special feature in an area and often pay for their stay, for food, or training, which is a nice way to support the work they came to admire. Additionally, they may also put the new knowledge to use for their own projects.   

One nice example of this form of tourism could be visiting a permaculture farm with the purpose to learn about the practices applied on the farm and exchange ideas on what might work at home. Another example, that could inspire many, is spending time on edible forest farms, learning about planting diversity of low maintenance plants on your piece of land. Or visiting villages excelling in agroforestry farming practices which have allowed them to harvest variety of products from their lands, while protecting sensitive mountainous environments, where intensive farming would not be an option.           

#3 Support of conservation and biodiversity protection activities

Africa is a prime example of a country where tourism has had a positive effect on wildlife protection. Wildlife tourism in Africa makes around 36 percent of the tourism industry, contributing over $29 billion to the continent’s economy and provides jobs to 3.6 million people [3] .

The opportunity of seeing wild animals in their natural environment is what Africa is the most known for. This form of tourism reduces poverty and helps to empower women directly by giving them jobs, but even indirectly by allocating funds to build infrastructure – schools, hospitals.

Africa, Asia, South America, and the South Pacific focus more and more on the value of their wild natural areas. With the growth of tourism appear even new national and wildlife parks that connect sustainable tourism with biodiversity preservation.

For example, iSimangaliso Wetland Park in South Africa offers amazing experience for tourists who can choose between diving, snorkeling, kayaking or horseback riding in a landscape of 25,000 years old coastal dunes and swamp forests, while protecting the area’s sensitive ecosystems and unique species. The coastline is Africa’s only remaining nesting place of Loggerhead and Leatherback turtles [4] .

#4 Protection of endangered species

Countries begin to realize that their rare and endemic species are their symbol in the eyes of foreign visitors who are often attracted to the place because of them. Wild animals, virgin forests and a colorful palette of exotic plants are becoming an unusual sight in an economically developed world. The remaining spots that are still a home to this disappearing world are often turn to nature reserves and protected areas. This ensures better safety for endangered species that inhabit them.

Virunga National Park in East Africa has a story of conservation success to tell, even despite years of civil unrest and war in the surrounding areas, it has been declared an ecological pillar for the entire East and Central African biodiversity, having the largest concentration of birds and reptiles over other protected areas [5] .

Thanks to the initiative of the World Wildlife Fund and United Nations, the park has endured hard years and granted protection to endangered mountain gorillas, who were almost driven to extinction by human encroachment into their already limited habitat. Thanks to these extraordinary efforts and persistence, gorillas from the Virunga recovered and their number rose from 480 to over 600 [6] . The park is one of the most attractive tourist destinations, where you can see gorillas, chimpanzees, and many other iconic animals.

#5 Prevention of illegal trade and exploitation

Tourism brings new opportunities even to most remote places. The growing interest of tourists in visiting places where people live in connection with nature and animals gives chance to locals to sustain their families far from urban areas. In many cases, local communities quickly realize the need to protect what they have in order to attract tourists, as the stream of income from tourism is long-term and more advantageous than one-time sales of finite resources or poached animals.

A glimmer of hope sparked by the vision of attracting tourists takes place in two villages in Nepal that are known for being a transit points for illegal trade in pangolin meat and scales to Tibet and India.

The villages have joined a community-based pangolin conservation and education project . The goal of the project is to discourage local poachers from selling scales of pangolins to illegal traders, and thus interrupt the illegal trade pathway while protecting endangered pangolins . Participants of the project are also trained to help with long-term monitoring of pangolin population (species ecology, identification of threats and distribution).        

#6 Finance and job opportunities

One in ten jobs worldwide are directly or indirectly in the tourism industry. Tourism creates decent work opportunities and economic growth even in rural or remote areas. Tourism employs women and is often the first job experience of young people. Money from the tourism then often goes into improving local infrastructure, and sustainable management and protection of natural wonders that attract visitors.

Better infrastructure and services have a positive impact on the environment. They revolve around consumption of resources and their management. Modern infrastructure for wastewater cleaning saves water and promotes more efficient use of it. Waste management facilities focus on recycling materials rather than just dumping waste into sea or to landfills.

Tourism also directly helps to fund conservation activities of national parks, or other nature and wildlife preservation projects. Visitors are usually asked to pay entrance fees or a small tax that is meant to support the project.  

Costa Rica has one of the most successful rainforest conservation strategies, which enables the country to protect and care for its incredibly biodiversity rich rainforests, while at the same time generating income from tourism. A part of this income goes back to the rainforest conservation maintenance, research, and professional training of park guards. The rest sustains regional economy and creates balanced life opportunities for locals.       

#7 Adoption of sustainable practices and new legislation

We have partially tapped into this aspect already in the previous point. It is closely linked. More funds available to a region mean better possibilities to improve infrastructure and services. Modernization of infrastructure goes hand in hand with a transition to sustainable technologies and seeking of long-term solutions that will benefit people and the local environment.

Many travelers care about their impact on the environment. They are willing to pay for environmentally friendly services and accommodation when visiting a new place. Many destinations already follow the suit and are changing their approach to tourism by considering their environmental impact in their management.

Additionally, governments also respond to this pressure and often enforce regulations to further protect local natural resources by adopting sustainable practices in the industry.

You can see this trend in increasing numbers of eco-tourism lodges around the world; or recycling bins placed in public areas to collect different materials for more efficient waste management; in water saving measures and recommendations adopted by accommodation providers; or even large-scale renewable energy projects that power whole regions.

Several studies highlighted the benefits of renewable energy for maintaining healthy environment during the seasonal influx of tourists to island destinations. For example, a study of Mediterranean islands sees renewable energy projects as a tool to provide sufficient energy to residents and tourists during the periods of increased demand, while protecting already fragile and limited resources islands have.

Tourism and the environment could go well together

The success of tourism relies on good infrastructure and decent quality of services. The industry therefore helps the community development and brings new sources of inspiration and motivation for protection of biodiversity rich natural areas, wildlife, or whole ecosystems.

Many new conservation projects raise hope of local people in being able to sustain their families, while taking care of their home, of their legacy, of a place shaped by the nurturing hands of their ancestors. They hope that their effort will be appreciated and rewarded by respectful visitors.

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Greentumble was founded in the summer of 2015 by us, Sara and Ovi . We are a couple of environmentalists who seek inspiration for life in simple values based on our love for nature. Our goal is to inspire people to change their attitudes and behaviors toward a more sustainable life. Read more about us .

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