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Responsible tourism towards sustainable development: literature review and
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DOI: 10.1080/13602381.2021.1857963
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Responsible tourism towards sustainable
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agenda
Sanjana Mondal & Kaushik Samaddar
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sustainable development: literature review and research agenda, Asia Pacific Business Review,
DOI: 10.1080/13602381.2021.1857963
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ASIA PACIFIC BUSINESS REVIEW
https://doi.org/10.1080/13602381.2021.1857963
Responsible tourism towards sustainable development:
literature review and research agenda
Sanjana Mondala and Kaushik Samaddarb
a
Calcutta Business School, University of Calcutta, Kolkata, India; bSymbiosis International, Deemed
University, Pune, India
ABSTRACT
KEYWORDS
Responsible tourism has been researched by scholars focusing on various
avenues of responsiveness over the years, however, our understanding of
the antecedents and implications of this phenomenon is still limited. This
article presents a systematic review by synthesizing the extant research
works published since 2002 and creates a road map for future studies.
Through this review, we intend to impart better assimilation of theories,
methodologies, and emergent constructs explored in responsible tourism
literature focusing on various stakeholders. Additionally, we emphasized
the advancement of research in this area in the Asia-Pacific region.
Responsible tourism;
sustainable development;
systematic literature review;
research agenda; Asia-Pacific
region; responsible
behaviour; stakeholder
1. Introduction
Responsible Tourism (RT) comprises all the stakeholders’ action and consciousness towards
sustainable travel (Mondal and Samaddar 2020) that regards the three pillars of sustain­
ability which are environment, local community and economy. The RT has been a powerful
unifier among tourism stakeholders (Burrai, Buda, and Stanford 2019) and is regarded as one
of the pathways for meeting the 2030 Sustainable Development Goals (SDG) of the United
Nations. Responsible Tourism Practice bestows maximum benefits to the local community
and helps the local people to conserve their culture and habitats (Caruana et al. 2014;
Mathew and Sreejesh 2017). Based on the interest of the researcher’s community, their
priorities, and objectives, research in this domain has expanded in various perspectives and
directions. While some of them studied consumers’ attitude that influences the RT partici­
pation (Frey and George 2010) and pro-environmental behaviour (Chiu, Lee, and Chen
2014a; Zhang, Moyle, and Jin 2018), others focused on socially responsible consumption
traits (Song and Kim 2018) and tourists’ environmental orientation (Dodds, Graci, and
Holmes 2010). Besides considering only tourists, researchers have also provided focused
attention on other stakeholders like domestic and international tour-operators, host com­
munities, government or policymakers, destination marketing organizations (DMO), NGOs,
and marketers. Goodwin and Francis (2003) studied ethical tourism and responsible prac­
tices among the stakeholders while Chettiparamb and Kokkranikal (2012) worked on the
adoption of corporate social responsibility (CSR) by the marketers and tour operators.
Mihalic (2016) stressed sustainable tourism growth whereas Evren and Kozak (2018) argued
for proper management of tourism demand and supply while sustainably utilizing the
CONTACT Kaushik Samaddar
samaddar.kaushik@gmail.com
© 2021 Informa UK Limited, trading as Taylor & Francis Group
2
S. MONDAL AND K. SAMADDAR
available resources. Mihalic (2016) identified five key requirements for adopting sustain­
ability in tourism, which addresses not only tourism’s economic, social and environmental
responsibility but also considered accountability towards tourists, and providing global
justice with equity. The discourse on RT and sustainable development or vice versa have
been gaining prominence since the last two to three decades. It is often argued that the
vision of a responsible form of tourism has gained momentum with the rise of sustainable
tourism in the early 1980s (Bramwell et al. 2008). Although the phrase RT has appeared in
many earlier documents, the first proclamation on RT was publicized in 2002 (Cape Town
Declaration on Responsible Tourism 2002). Numerous studies since then were undertaken
to conceptualize the ideological character of RT and understand its contribution to sustain­
able development. Many researchers have time and again mentioned the confusion the
concept of RT creates or the lack of awareness among the stakeholders that hinders the
process of implementation of RT. It has been said from a realistic angle that tourism
stakeholders do not perceive the real essence of RT and sustainable development and
often fail to introduce and implement it (Van der Merwe and Wocke 2007). Although
researchers like Mody et al. (2014) and Stanford (2008) have acknowledged the positive
contribution of RT, many others have argued about the disputed phenomenon which has
often come under criticism (Butler 2015; Higgins-Desbiolles 2010). Researchers argue that its
efficacy stands elusive and implementation in practice remains difficult.
Recently researchers like Burrai, Buda, and Stanford (2019) concluded that philosophical
aspects of responsible tourism have not got reflected in its true spirit and much of its
understanding part has remained limited. Researchers across the tourism field have
accepted that more information supported by theoretical underpinnings together with
the clarity of thoughts is required to cull a deeper insight into this subject matter.
Considering these shortcomings and the burgeoning literature in diversified directions in
this domain, a synthesis of research work becomes crucial which is long due. Following the
4Ws (What, Where, Why and How) review structure, proposed by Rosado-Serrano, Paul, and
Dikova (2018), the study presents a systematic review of the literature and draws a future
road map in the RT domain. Our study makes the first attempt to synthesize, review and
assimilate 125 research works on different aspects of RT. This study draws parallels between
prior studies based on important dimensions, theoretical models used, various types of
stakeholders, methods put in and findings reported on RT. Where prior research had mostly
focussed on RT as an independent construct, we have compiled the developments in this
area since 2002 while highlighting the research gaps and presenting the future research
agendas in the domain. Our synthesized compilation of past literature in RT will aid future
researchers to seek more insight in this domain and the research agendas will guide them to
expand the work in a meaningful direction. Highlighting the key areas, the study will guide
policymakers, government bodies, DMOs and other related stakeholders in addressing the
issue of RT sustainably. Furthermore, the study contributes to assimilating the literary works
in this domain in Asia-pacific regions.
2. Review design and structure
This section has been further divided into the following two broad sub-headings: review
design and review structures.
ASIA PACIFIC BUSINESS REVIEW
3
2.1 Review design
Absence of prior reviews in this area and the underlying opportunity of presenting
a review for the first time in literature have encouraged the researchers to comprehend
a thorough investigation. Online database repositories like Google Scholar, Scopus,
Research Gate.net, Springer Link, Taylor and Francis, Emerald, Sage Journals, Science
Direct, and Wiley were thoroughly searched to identify the research works published in
the domain of RT with a focussed approach on Asia-Pacific Region. Our way of reviewing
the RT literature has entailed three following selection decisions (Rosado-Serrano, Paul,
and Dikova 2018): first, we have included the journals that have appeared in the Scopus
quartile ranking. Second, we filtered the search procedure to include articles published
since 2002. Third, the keywords like RT, sustainable development, Asia-Pacific region,
responsible behaviour, stakeholders were used in combination to prepare the sample
repository for review. The overall growth of research work in this domain since 2002 is
presented in Figure 1.
One hundred and twenty-five research articles focussing on responsible literature were
identified and included in Table 1. Among them, 25 articles exclusively focused on the
research work on RT pertaining to Asia-Pacific Region, as mentioned in Table 3. The
reviewed articles are spread across 46 academic journals among which 8 journals namely,
Asia Pacific Journal of Tourism Research, Current Issues in Tourism, Journal of Cleaner
Production, Journal of Sustainable Tourism, Sustainability (Switzerland), Annals of Tourism
Research, Tourism Management and Journal of Hospitality and Tourism Management have
published about 54% of all of these papers.
2.2 Review structure
A critical survey of extant research like RT demands a systematic review method (Paul and
Rialp-Criado 2020). The systematic review is of several types, which are theory-based
reviews (Gilal et al. 2019; Paul and Rosado-Serrano 2018), framework base reviews (Paul
and Benito 2018), review focusing on methods, constructs and theories (Rosado-Serrano,
Paul, and Dikova 2018; Canabal and White 2008; Paul and Singh 2017; Kahiya 2018),
bibliometric review (Randhawa, Wilden, and Hohberger 2016), hybrid-narrative type (Paul,
Parthasarathy, and Gupta 2017; Kumar, Paul, and Unnithan 2019), review aiming for model/
framework development (Paul and Mas 2019; Paul 2019), morphological review (Samaddar
No. of research paper
Research Progression Since 2002
70
60
50
40
30
20
10
0
61
37
24
3
2002-2007
2008-2013
2014-2019
2020
Year---------------------->
Figure 1. Research progression on responsible tourism since 2002.
4
S. MONDAL AND K. SAMADDAR
Table 1. Responsible tourism articles included in our sample.
Journals
Journal of Sustainable Tourism
No
Reference
21 Andereck 2009; Blackstock et al. 2008; Brown, Ham, and Hughes 2010;
Burrai, Buda, and Stanford 2019; Cheng and Wu 2015; Cheng, Wu,
and Huang 2013; Clifton and Benson 2006; Deng and Li 2015; Dief
and Font 2010; Dodds, Graci, and Holmes 2010; Dolnicar, Crouch, and
Long 2008; Eger, Scarles, and Miller 2019; Fennell 2014; HigginsDesbiolles et al. 2019; Holmes, Grimwood, and King 2016; Horng,
Hsu, and Tsai 2018; Lee and Moscardo 2005; McKercher, Mak, and
Wong 2014; Pereiro 2016; Stanford 2008; Walker and Moscardo 2014
Tourism Management
12 Ballantyne, Packer, and Sutherland 2011; Bojanic 2011; Chiu, Lee, and
Chen 2014b; Dolnicar and Leisch 2008; Frey and George 2010;
Kerstetter, Hou, and Lin 2004; Kularatne et al. 2019; Lee et al. 2017;
Lin, Yu, and Chang 2018; Ramkissoon, Smith, and Weiler 2013;
Quintal, Lee, and Soutar 2010; Wang and Ritchie 2012
Annals of Tourism Research
8 Andereck et al. 2005; Buckley 2012; Caruana et al. 2014; Gursoy and
Rutherford 2004; Ingram, Caruana, and McCabe 2017; Kerstetter and
Cho 2004; Nunkoo and Gursoy 2012; Ward and Berno 2011
Asia Pacific Journal of Tourism Research 7 Cheung and Fok 2014; Chiu, Lee, and Chen 2014a; Guillet, Yaman, and
Kucukusta 2012;Kennedy and Dornan 2009; Lin and Zins 2016;
Zhang, Moyle, and Jin 2018; Zhao et al. 2018;
Journal of Cleaner Production
6 Asadi et al. 2020; Goffi, Cucculelli, and Masiero 2019; Mihalic 2016;
Musavengane 2019; Wang et al. 2018; Zhao et al. 2014
Sustainability (Switzerland)
5 Baniya, Thapa, and Kim 2019; Moravcikova et al. 2017; Saarinen 2014;
Shen, Sotiriadis, and Zhou 2020; Yoon et al. 2019
Journal of Hospitality and Tourism
5 Aquino, Lück, and Schänzel 2018; Fatma, Rahman, and Khan 2016;
Management
Hathroubi, Peypoch, and Robinot 2014; Klein 2011; Mathew and
Sreejesh 2017
Current Issues in Tourism
5 Banerjee 2012; Cheng et al. 2019; Dwyer and Kim 2003; Goodwin 2002;
Prayag and Ryan 2011
The Journal of Environmental Education 4 Farmer, Knapp, and Benton 2007; Hsu 2004; Stern, Powell, and Ardoin
2008; Thapa, Graefe, and Meyer 2005
International Journal of Tourism Cities
3 Amin 2017; Chiu and Leng 2017; Skinner 2019
International Journal of Contemporary
3 Abaeian et al. 2019; Chi, Zhang, and Liu 2019; Dodds and Kuehnel 2010
Hospitality Management
Tourism and Hospitality Research
3 Melubo, Lovelock, and Filep 2019; Mutana and Mukwada 2020;
Spenceley and Snyman 2017
Environmental Education Research
3 Cheung et al. 2015; Fielding and Head 2012; Hughes, Packer, and
Ballantyne 2011
International Journal of Tourism
2 Almeyda et al. 2010; Kuo 2002
Research
Journal of Environmental Psychology
2 Milfont and Duckitt 2004; Steg and Vlek 2009
Tourism Review International
2 Bohdanowicz 2007; Williams, Gill, and Ponsford 2007
European Journal of Marketing
2 Kim, Lee, and Klenosky 2003; Kärnä, Hansen, and Heikki 2003
Journal of Hospitality and Tourism
2 Carasuk, Becken, and Hughey 2016; Hsu and Huang 2012
Research
Environment and Behaviour
2 Cottrell 2003; Mobley, Vagias, and De Ward 2010
Tourism Management Perspectives
2 Coles, Fenclova, and Dinan 2013; Mody et al. 2014
Tourism Planning & Development
2 Bertella and Rossi Romanelli 2018; Poudel and Nyaupane 2017
Corporate Social Responsibility and
1 Ayuso 2006
Environmental Management
Tourism Geographies
1 Pawson, D’Arcy, and Richardson 2017
Annals of Leisure Research
1 Curtis, Ham, and Weiler 2010
Ecological Indicators
1 Lee and Hsieh 2016
European Journal of Social Sciences
1 Tsonis et al. 2009
European Planning Studies
1 Tirado Ballesteros and Hernández 2019
European Research Studies Journal
1 Blinova et al. 2018
International Journal of Consumer
1 Budeanu 2007
Studies
International Journal of Culture Tourism 1 Chan and Tay 2016
and Hospitality Research
International Journal of Hospitality
1 Han and Kim 2010
Management
(Continued)
ASIA PACIFIC BUSINESS REVIEW
5
Table 1. (Continued).
Journals
International Journal of Hospitality and
Tourism Systems
International Journal of Sustainable
Development & World Ecology
International Planning Studies
Journal of Ecotourism
Journal of Hospitality Marketing &
Management
Journal of Policy Research in Tourism
Leisure and Events
Journal of Quality Assurance in
Hospitality and Tourism
Personality and Individual differences
Policy Sciences
Resources, Conservation and Recycling
Tourism Review
Journal of Travel Research
Journal of Vacation Marketing
Tourism Recreation Research
No
Reference
1 Kumar and Kumar 2018
1 Cheung and Fok 2014
1 McCarthy 2018
1 Moghimehfar, Halpenny, and Ziaee 2014
1 Chin, Chin, and Wong 2018
1 Chettiparamb and Kokkranikal 2012
1 Del Chiappa, Grappi, and Romani 2016
1
1
1
1
1
1
1
Wiseman and Bogner 2003
Rivera and De Leon 2005
Saphores, Ogunseitan, and Shapiro 2012
McCartney 2015
Dolnicar 2004
Goodwin and Francis 2003
Taylor and Norman 2019
and Menon 2020) and meta-analysis (Hulland and Houston 2020; Knoll and Matthes 2017).
We adopt the four Ws structure developed by Rosado-Serrano, Paul, and Dikova (2018).
2.2.1 What do we know about responsible tourism?
In Section 3 titled ‘An overview’, this study has presented a comprehensive picture of how
scholars have approached RT research. Also, the geographic spread of research on RT has
been included. Furthermore, the paper discussed key research areas in section 3.1 and has
segregated them into major themes or dimensions in RT.
2.2.2 Why should people need to know more about responsible tourism?
As research in this field has expanded in diverse strands, the need for more clarity and
understanding was needed and long due. To meet this void our study intends to aid
future researchers, marketers and policymakers to advance this present repository and
gain valuable insights. In Section 3.2 titled ‘Theoretical Models’, we take inventory of all
theories used in RT research and present different theoretical approaches used to explain
this phenomenon. We critically assess each approach to highlight the need for further
attention to the theoretical underpinnings of RT research.
2.2.3 Stakeholders and methodologies in earlier research (where and what research
has been done)
To respond to these questions, section 3.3 highlights the different type of stakeholders
covered in the literature and the research methodologies that have been applied in
prior studies on RT. The study has also critically assessed the specific roles of each
stakeholder and have examined whether sufficient understanding of the subject under
consideration has been facilitated by the chosen research methodologies. Section 3.3.1Stakeholders, where we mention studies about each type of stakeholder. Then, in
Section 3.3.2- Methodologies used in prior research, we present the most widely used
methods in RT studies.
6
S. MONDAL AND K. SAMADDAR
2.2.4 How can this review help fill the gaps in the literature and provide a guide for
future research?
In section 5- Discussion and suggestions for future research, research gaps were pre­
sented towards the future researchers to initiate further studies, increase the knowledge
base and improve upon the understanding of RT. Thus, we address the research question How- systematically and scientifically.
3. An overview
The RT incorporates a series of tourism activities wherein a tourist participates to
explore the authenticity of a place (Kim and Jamal 2007) and preserves the pictur­
esque, geological, socio-cultural, economic (Dwyer and Kim 2003; Goffi, Cucculelli, and
Masiero 2019) and environmental heritage of a destination (Budeanu 2007; Clifton
and Benson 2006; Kerstetter, Hou, and Lin 2004). Responsible tourists are those who
spend their time and resource looking for information about the place before visiting
(Hunter-Jones and Blackburn 2007; Patterson 2007) and seek to understand the local
context in an aware and ethical manner while at the destination (Caruana et al. 2014).
Extensive research concerning characteristics of responsible visitors is evident from
the literature wherein studies have focussed on socio-demographic profile (Sambri
and Pegan 2007), attitudes and behaviours (Buckley 2012; Dolnicar 2004) belief and
motives (Dolnicar 2004; Kerstetter, Hou, and Lin 2004), and family life cycle (Bojanic
2011). Researchers have suggested that conscientious visitors typically buy responsi­
bly (Sambri and Pegan 2007) and conduct environment-friendly activities in their
everyday lives (Dolnicar and Leisch 2008; Dolnicar, Crouch, and Long 2008;
Krippendorf 1987). Likewise expert individuals pay attention to their surroundings,
rationally process every information and are known for their ethical choices and
decision-making abilities that have minimal environmental impacts (Frauman and
Norman 2004). In recent years research in tourism-related contexts has witnessed
increase application of mindfulness concept wherein many researchers have studied
the impact of mindfulness in RT and sustainability (Barber and Deale 2014; Caruana
et al. 2014; Fang 2020; Morgan 2012; Moscardo 2017; Taylor and Norman 2019;
Stankov et al. 2020). Responsible tourists tend to maintain a balance between experi­
encing the authentic offerings from a destination and reciprocating back equitably
(Mehmetoglu 2007; Stanford 2008; Zografos and Allcroft 2007).
With its advancement in diverse strands of research, RT has now been formally accepted
and endorsed by many popular tourist destinations, marketers, policy-makers and academic
research organizations across the globe (Banerjee 2012; Lian Chan and Baum 2007; Chan
and Tay 2016; Del Chiappa, Grappi, and Romani 2016). They perceive that the concept of RT
has the inherent capacity of handling tourism impact more effectively under the context.
The RT appears to become a kind of model and a pathway of travelling rather than just
a typology of tourism literature (Clifton and Benson 2006). It may be concluded that RT is
a matter of reverence, understanding and education through local identity and contact with
local people with whom tourists can share a shared sense of reciprocity and engagement
(Krippendorf 1987; Stanford 2008).
Despite this surge in literary work the term ‘Responsible Tourism’ has always remained
shrouded with ambiguity. This fuzziness got even more exemplified when Goodwin
ASIA PACIFIC BUSINESS REVIEW
7
(2011) argued that ‘responsible tourism is about making tourism more sustainable for
everyone involved’. With this minimal clarity, researchers have been studying RT equiva­
lently with other related concepts of sustainable tourism, ethical tourism, pro-poor
tourism and integrated tourism. Table 2 represents the geographical spread of research
on RT. Below in section 3.1, we present a more comprehensive view of the key research
areas in the RT domain, discussed theoretical models in section 3.2 and focussed on
stakeholders involved and methodology adopted in section 3.3.
3.1 Key research areas in responsible tourism
This section is further divided into six key research areas discussed from 3.1.1 to 3.1.6. and
presented in Table 3.
3.1.1 Environmentally responsible behaviour
Environmentally Responsible Behaviour (ERB) refers to ‘any action, individual or group,
directed toward remediation of environmental issues/problems’ (Sivek and Hungerford
1990). Researchers have referred research structures and results from environmental
psychology (Mei, Wai, and Ahamad 2017), social psychology (Lee and Jan 2015), and
environmental education (Braun and Dierkes 2017) to investigate the factors influencing
visitor ERBs. Based on importance, the impact factors are categorized into direct and
indirect factors. Direct factors include research studies on environmental awareness
(Cheng and Wu 2015), place attachment (Ramkissoon, Smith, and Weiler 2013; Zhao,
Lynch, and Chen 2010), community engagement (Cheng et al. 2019), environmental
awareness (Mei, Wai, and Ahamad 2017) environmental attitude (Chiu, Lee, and Chen
2014a), and destination attractiveness (Cheng, Wu, and Huang 2013). Among the indirect
factors, value perception (Chiu, Lee, and Chen 2014b) and environmental concern (Cheng
and Wu 2015) turned out to be the prominent ones.
3.1.2 Pro-environmental behaviour (PeB)
Steg and Vlek (2009) defined PeB as an individual’s characteristic that contributes to
environmental sustainability. Cottrell (2003) empirically tested the relationship between
cognitive (knowledge in environmental matters), affective (environmental concern) and
conative (verbal commitment) components of attitudes and pro-environmental beha­
viour. Pooley and O’Connor (2000) argue that environmental knowledge is not sufficient
to change environmental behaviour, and call for a holistic educational approach aimed at
improving awareness, attitudes and emotions. Researchers argue that determining the
antecedents to environmental behaviour of a person is a complex phenomenon and can
be addressed from various theoretical perspectives (Milfont and Duckitt 2004). Wiseman
and Bogner (2003) conclude that the environmental orientation of a person can be placed
somewhere in the cartesian plain created by the two constructs of conservation (an
anthropocentric value) and preservation (an eco-centric value). Other important dimen­
sions namely situational variables (Corraliza and Berenguer 2000), linkage with social
norms (Keizer and Schultz 2018) and promotion of PeB through persuasive technology
also emerged from the literature.
8
S. MONDAL AND K. SAMADDAR
Table 2. Geographical spread of research in responsible tourism.
Country
Journal, Articles & Authors
Scotland, UK, Taiwan, Indonesia,, Egypt, Thailand, Journal of Sustainable Tourism: Andereck 2009; Blackstock et al.
Morocco, Canada, Australia, US, Turkey
2008; Brown, Ham, and Hughes 2010; Burrai, Buda, and Stanford
2019; Cheng and Wu 2015; Cheng, Wu, and Huang 2013; Clifton
and Benson 2006; Deng and Li 2015; Dief and Font 2010; Dodds,
Graci, and Holmes 2010; Dolnicar, Crouch, and Long 2008; Eger,
Scarles, and Miller 2019; Fennell 2014; Higgins-Desbiolles et al.
2019; Holmes, Grimwood, and King 2016; Horng, Hsu, and Tsai
2018; Lee and Moscardo 2005; McKercher, Mak, and Wong 2014,
Pereiro 2016; Stanford 2008; Walker and Moscardo 2014
Australia, Mexico, Taiwan, South Africa, Sri Lanka, Tourism Management: Ballantyne, Packer, and Sutherland 2011;
South Korea,
Bojanic 2011; Chiu, Lee, and Chen 2014b; Dolnicar and Leisch
2008; Frey and George 2010; Kerstetter, Hou, and Lin 2004;
Kularatne et al. 2019; Lee et al. 2017; Lin, Yu, and Chang 2018;
Ramkissoon, Smith, and Weiler 2013; Quintal, Lee, and Soutar
2010; Wang and Ritchie 2012
Australia, UK,USA, Mauritius, Fiji, New Zealand
Annals of Tourism Research: Andereck et al. 2005; Buckley 2012;
Caruana et al. 2014; Gursoy and Rutherford 2004; Ingram,
Caruana, and McCabe 2017; Kerstetter and Cho 2004; Nunkoo
and Gursoy 2012; Ward and Berno 2011
Hong Kong, Taiwan, China
Asia Pacific Journal of Tourism Research: Cheung and Fok 2014;
Chiu, Lee, and Chen 2014a; Guillet, Yaman, and Kucukusta 2012;
Kennedy and Dornan 2009; Lin and Zins 2016; Zhao et al. 2018;
Zhang, Moyle, and Jin 2018
Malaysia, South Africa, China, Brazil
Journal of Cleaner Production: Asadi et al. 2020; Goffi, Cucculelli,
and Masiero 2019; Mihalic 2016; Musavengane 2019; Wang et al.
2018; Zhao et al. 2014
Nepal, Slovakia, China, South Korea
Sustainability (Switzerland): Baniya, Thapa, and Kim 2019;
Moravcikova et al. 2017; Saarinen 2014; Shen, Sotiriadis, and
Zhou 2020; Yoon et al. 2019;
India, Tunisia, Alaska,
Journal of Hospitality and Tourism Management: Aquino, Lück,
and Schänzel 2018; Hathroubi, Peypoch, and Robinot 2014;
Klein 2011; Fatma, Rahman, and Khan 2016; Mathew and
Sreejesh 2017
US, Taiwan
The Journal of Environmental Education: Farmer, Knapp, and
Benton 2007; Hsu 2004; Stern, Powell, and Ardoin 2008; Thapa,
Graefe, and Meyer 2005
India, Philippines Taiwan, Indonesia, Zimbabwe Current Issues in Tourism: Banerjee 2012; Cheng et al. 2019;
Dwyer and Kim 2003;Goodwin 2002; Prayag and Ryan 2011
US
Environment and Behaviour: Cottrell 2003; Mobley, Vagias, and
De Ward 2010;
Malaysia, China, Canada
International Journal of Contemporary Hospitality
Management: Abaeian et al. 2019; Chi, Zhang, and Liu 2019;
Dodds and Kuehnel 2010
Tanzania, South Africa, Botswana
Tourism and Hospitality Research: Melubo, Lovelock, and Filep
2019; Mutana and Mukwada 2020; Spenceley and Snyman 2017
Hong Kong, Australia
Environmental Education Research: Cheung et al. 2015; Fielding
and Head 2012; Hughes, Packer, and Ballantyne 2011
Costa Rica, Bangladesh,
International Journal of Tourism Research: Almeyda et al. 2010;
Kuo 2002
Greece
International Journal of Tourism Cities: Amin 2017; Chiu and
Leng 2017;Skinner 2019
New Zealand
Journal of Environmental Psychology: Milfont and Duckitt 2004;
Steg and Vlek 2009
South Korea, Finland, Sweden, Germany UK
European Journal of Marketing: Kim, Lee, and Klenosky 2003;
Kärnä, Hansen, and Heikki 2003
New Zealand, China
Journal of Hospitality and Tourism Research: Carasuk, Becken,
and Hughey 2016; Hsu and Huang 2012
Cuba, Nepal
Tourism Planning & Development: Bertella and Rossi Romanelli
2018; Poudel and Nyaupane 2017
Spain
Corporate Social Responsibility and Environmental
Management: Ayuso 2006
(Continued)
ASIA PACIFIC BUSINESS REVIEW
9
Table 2. (Continued).
Country
Cambodia
Australia
Taiwan
Malaysia
Europe
Russia
Sabah
South Korea
India
Hong Kong
Canada
Iran
Malaysia
India
Italy
Germany
Costa Rica
US
Macao
UK, India
Australia
UK
USA
Journal, Articles & Authors
Tourism Geographies: Pawson, D’Arcy, and Richardson 2017
Annals of Leisure Research: Curtis, Ham, and Weiler 2010
Ecological Indicators: Lee and Hsieh 2016
European Journal of Social Sciences: Tsonis et al. 2009
European Planning Studies: Tirado Ballesteros and Hernández
2019
European Research Studies Journal: Blinova et al. 2018
International Journal of Culture Tourism and Hospitality
Research: Chan and Tay 2016
International Journal of Hospitality Management: Han and
Kim 2010
International Journal of Hospitality and Tourism Systems:
Kumar and Kumar 2018
International Journal of Sustainable Development & World
Ecology: Cheung and Fok 2014
International Planning Studies: McCarthy 2018
Journal of Ecotourism: Moghimehfar, Halpenny, and Ziaee 2014
Journal of Hospitality Marketing & Management: Chin, Chin,
and Wong 2018
Journal of Policy Research in Tourism Leisure and Events:
Chettiparamb and Kokkranikal 2012
Journal of Quality Assurance in Hospitality and Tourism: Del
Chiappa, Grappi, and Romani 2016
Personality and Individual differences: Wiseman and Bogner
2003
Policy Sciences: Rivera and De Leon 2005
Resources, Conservation and Recycling: Saphores, Ogunseitan,
and Shapiro 2012
Tourism Review: McCartney 2015
Tourism Management Perspectives: Coles, Fenclova, and Dinan
2013,Mody et al. 2014
Journal of Travel Research: Dolnicar 2004
Journal of Vacation Marketing:Goodwin and Francis 2003
Tourism Recreation Research: Taylor and Norman 2019
3.1.3 Environment knowledge and training
Academic research in recent years has exhibited that initiatives for environmental educa­
tion seek to foster pro-environmental awareness, attitudes and behaviours (Ballantyne,
Packer, and Sutherland 2011; Hsu 2004; Stern, Powell, and Ardoin 2008). Farmer, Knapp,
and Benton (2007) linked environmental awareness programme with positive environ­
mental perceptions that result in favourable pro-environmental behaviours of an indivi­
dual. Studies by Thapa, Graefe, and Meyer (2005), Stern, Powell, and Ardoin (2008), and
Kuo (2002) have suggested that environmental education enables participants to adopt
environmentally friendly attitudes and develop their awareness level. However, few
studies have measured the positive long-term effects of gained awareness and improve­
ments in attitude (Hughes, Packer, and Ballantyne 2011). Others have regarded environ­
mental education as one of the constituents for the success of ecotourism (Cheung et al.
2015; Clifton and Benson 2006; Fennell 2014).
3.1.4 CSR agenda and responsible tourism
Need for CSR initiatives emerged in response to pressure from customer’s changing
ethical standards and demand for more ethical businesses (McWilliams and Siegel
2001). Fatma, Rahman, and Khan (2016) defined CSR as the responsibility of an
Involvement and Motivation in Environmental
Management Practices
Green Marketing and Environmental Responsibility
in Tourism
CSR Agenda and Responsible Tourism
Environment Knowledge and Eco-Tourism Training
Pro-environmental Orientation and Behaviour
Major Dimensions
Environmentally Responsible Behaviour
International Journal of Tourism Research
Environmental Education Research
Journal of Sustainable Tourism
Journal of Hospitality and Tourism Management
Tourism Management Perspectives
Tourism Review International
Tourism Management
Journal of Hospitality Marketing & Management
Journal of Sustainable Tourism
Policy Sciences
European Journal of Marketing
Annals of Tourism Research
Corporate Social Responsibility and
Environmental Management,
Current Issues in Tourism
Tourism Management
International Journal of Culture, Tourism and
Hospitality Research
Policy Sciences
Journal
Asian Journal of Quality of Life
Environmental Management
Current Issues in Tourism
Tourism Management
Asia Pacific Journal of Tourism Research
Journal of Sustainable Tourism
Environment and Behaviour
Journal of Environmental Psychology
Personality and Individual differences
Tourism Management
The Journal of Environmental Education
Table 3. Key research areas in responsible tourism.
Rivera and De Leon 2005
Goodwin 2002; Prayag and Ryan 2011
Kim, Lee, and Klenosky 2003
Chan and Tay 2016
Citations
Mei, Wai, and Ahamad 2017
Lee and Jan 2015
Cheng et al. 2019
Chiu, Lee, and Chen 2014b; Ramkissoon, Smith, and Weiler 2013
Chiu, Lee, and Chen 2014a; Zhao, Lynch, and Chen 2010
Cheng and Wu 2015; Cheng, Wu, and Huang 2013
Corraliza and Berenguer 2000; Cottrell 2003; Pooley and O’Connor 2000
Milfont and Duckitt 2004
Wiseman and Bogner 2003
Ballantyne, Packer, and Sutherland 2011
Farmer, Knapp, and Benton 2007; Hsu 2004; Stern, Powell, and Ardoin 2008; Thapa,
Graefe, and Meyer 2005
Kuo 2002
Cheung et al. 2015; Hughes, Packer, and Ballantyne 2011
Clifton and Benson 2006
Fatma, Rahman, and Khan 2016
Coles, Fenclova, and Dinan 2013
Bohdanowicz 2007; Williams, Gill, and Ponsford 2007
Frey and George 2010
Chin, Chin, and Wong 2018
Dief and Font 2010
Rivera 2002
Kärnä, Hansen, and Heikki 2003
Caruana et al. 2014
Ayuso 2006
10
S. MONDAL AND K. SAMADDAR
ASIA PACIFIC BUSINESS REVIEW
11
organization or any entity to be responsible to all its stakeholders in its operations and
activities, to promote sustainable development. CSR is defined as ‘context-specific orga­
nizational actions and policies that concern stakeholder’s expectations and regards the
triple underlying principles of economic, social, and environmental performance’ (Coles,
Fenclova, and Dinan 2013). Throughout academic literature on tourism, many concepts
have overlapped with the CSR construct, such as RT, sustainable tourism, and ethical
tourism (Frey and George 2010). Like other business sectors, tourism service providers
have been adopting CSR activities while contributing towards the environment and
community (Bohdanowicz 2007). Its proponents argue that CSR programmes will help
improve the attractiveness and popularity of a tourist destination (Abaeian et al. 2019;
Asadi et al. 2020; Blinova et al. 2018; Dodds and Kuehnel 2010; Melubo, Lovelock, and
Filep 2019; Williams, Gill, and Ponsford 2007).
3.1.5 Green tourism and environmental responsibility
Green Tourism (GT) not only takes into account the present needs of the environ­
ment, residents, businesses, and visitors but also secures their future. All kinds of
tourism from large to small, rural to urban, whether focused on ecotourism or any
other form of a niche market, the ‘green’ construct applies itself extensively (Chin,
Chin, and Wong 2018). Green tourism businesses aim at reducing the negative
environmental and social impacts of tourism operations (Dief and Font 2010).
Increased environmental concerns on the part of customers, governments and nongovernmental organizations have placed pressure on the industry to implement
a range of environmental responsibility measures in forms of voluntary code of
conduct, manuals and green alliances (Honey 2002). Earlier research revealed that,
apart from conventional reputational elements, environmental accountability has
become central to today’s corporate image and sustainable business performance
(Kärnä, Hansen, and Heikki 2003; Rivera 2002). Dief and Font (2010) explore environ­
mental accountability in individual and corporate marketing campaigns, building on
ideas from psychology, sociology, corporate studies, and ethics.
3.1.6 Involvement and motivation in environmental management practices
Involvement in RT defines tourist’s cultural identity and characteristics (Caruana et al.
2014). ‘Altruism’ is a major motivational factor among hoteliers who market their
offerings using environmental schemes (Ayuso 2006; Rivera and De Leon 2005). Local
community’s involvement in tourism is attracting the researchers over the years
(Goodwin 2002). In tourism, the push-pull framework has been used as a tool to
identify the motivations and behaviour of the tourists (Kim, Lee, and Klenosky 2003;
Prayag and Ryan 2011). Push factors are mainly those inner motives that encourage
an individual to participate in touristic behaviours and pull factors are related to
destination-driven factors or knowledge that influence a tourist to form a perception
about a particular tourist attraction. Chan and Tay (2016) propose that the motiva­
tion of a tour operator to practise RT lies in organizational benefits, own initiative
(intrinsic), response demand, and market trends (extrinsic). Challenges like lack of
stakeholder’s participation and low RT awareness were considered critical for the
implementation of RT (Caruana et al. 2014).
12
S. MONDAL AND K. SAMADDAR
3.2 Theoretical models
Through our analysis, we identified different theoretical frameworks used in RT
research (see Table 4). In the Review and Analysis of Literature of the study, 13
have used the Theory of Reasoned Action (TRA) and Theory of Planned Behaviour
(TPB) among them, 6 used Reasoned Action Model and Social Exchange Theory each,
16 papers have discussed push-pull framework and Triple Bottom Line (TBL) frame­
work between them, and 3 papers have considered UTAUT.
3.2.1 Theory of reasoned action and theory of planned behaviour
The TRA (Ajzen and Fishbein 1975) and the TPB (Ajzen 1991) are the most prominent
models of human social behaviour. The Theory of Reasoned Action aims to explain the
connection between attitude and behaviour (Ajzen and Fishbein 1977) whereas the TPB
connects one’s beliefs with behaviour and is an improvement on the TRA model. The main
purpose of the TRA is to predict how an individual behaves by examining the basic
motivation to act. TRA submits that the intention of a person is the main predictor of
whether the action would be performed or not (Poudel and Nyaupane 2017). The TPB is
a well-researched intention model which has been successfully used by researchers over
the years in predicting and describing behaviour across a wide variety of domains. The
TRA and the TPB have been widely utilized in predicting the multitude of tourist beha­
viours (Han and Kim 2010; Hsu and Huang 2012; Kim, Kim, and Goh 2011; Quintal, Lee, and
Soutar 2010; Wang and Ritchie 2012). Han and Kim (2010) applied TPB to investigate the
customer’s intention to revisit a green hotel. Similarly, these theories have been adding or
removing variables to adjust to different research contexts and have been tested in
diverse tourism contexts. As a result variable like tourist motivation (Hsu and Huang
2012), service quality, customer satisfaction, overall image, and past behaviour (Han and
Kim 2010), perceived risk, uncertainty (Quintal, Lee, and Soutar 2010), ethical judgement
(Lee et al. 2017), and experience (Wang and Ritchie 2012) were added in various
researches. Literature in RT has also adopted the TRA and TPB frameworks in measuring
the attitude of stakeholders, intentions and behaviour (Carasuk, Becken, and Hughey
2016; Curtis, Ham, and Weiler 2010; Del Chiappa, Grappi, and Romani 2016; Blackstock
et al. 2008; Budeanu 2007; Musavengane 2019).
3.2.2 Reasoned action model
By using the reasoned action approach, researchers have explored various factors and
dimensions that influence Tourist Environmental Behaviour (TEB). Developed by Fishbein
and Ajzen (2011) the antecedents to behaviour can be categorized into three groups,
namely individual factors (emotions, values, mood, stereotypes, perceived risks, general
attitude, past behaviours and general attitude), social factors (age, gender, education,
income, race, culture, ethnicity, religion), and information (media, knowledge, interven­
tion). The relationship between behaviour and knowledge has received significant
research attention in recent years (Moghimehfar, Halpenny, and Ziaee 2014; Zhao et al.
2014). Researchers argue that greater knowledge aids in making more informed decisions
and helps in performing appropriate behaviours. Numerous studies have observed
a positive relationship between behaviour and environmental knowledge (Fielding and
Head 2012; Mobley, Vagias, and De Ward 2010; Thapa, Graefe, and Meyer 2005). Poudel
UTAUT
Triple Bottom Line framework
Push-Pull Framework
Social Exchange Theory (SET)
Reasoned Action Model
(RAM)
Theory
Theory of Reasoned Action
(TRA) and Theory of
Planned Behaviour (TPB)
Journal
Tourism Planning & Development
International Journal of Hospitality Management
Journal of Hospitality and Tourism Research
Tourism Management
The BE Journal of Theoretical Economics
Journal of Hospitality & Tourism Research
Annals of Leisure Research
Current Issues in Tourism
Journal of Sustainable Tourism
International Journal of Consumer Studies
Journal of Cleaner Production
Journal of Ecotourism
Tourism Management
Environmental Education Research
Environment and Behaviour
Journal of Environmental Education
Tourism Planning & Development
Annals of Tourism research
International Journal of Culture Tourism and Hospitality Research
Annals of Tourism Research
Tourism and Hospitality Research
Annals of Tourism Research
Tourism Management
Current Issues in Tourism
Tourism Management Perspectives
International Journal of Culture Tourism and Hospitality Research
Journal of Quality Assurance in Hospitality & Tourism
Journal of Travel Research
Annals of Tourism research
Journal of Cleaner Production
Tourism and Hospitality Research
Asian Journal of Management
International Journal of Hospitality & Tourism Administration
Journal of Hospitality and Tourism Management
Tourism Management
Indiana Business Review
Tourism Management
Asian Journal of Information Technology
Tourism and Hospitality Management
Table 4. Theoretical models in responsible tourism literature.
Citation
Poudel and Nyaupane 2017
Han and Kim 2010
Hsu and Huang 2012
Kim, Kim, and Goh 2011; Quintal, Lee, and Soutar 2010; Wang and Ritchie 2012
Lee et al. 2017
Carasuk, Becken, and Hughey 2016
Curtis, Ham, and Weiler 2010
Del Chiappa, Grappi, and Romani 2016
Blackstock et al. 2008
Budeanu 2007
Musavengane 2019
Moghimehfar, Halpenny, and Ziaee 2014
Zhao et al. 2014
Fielding and Head 2012
Mobley, Vagias, and De Ward 2010
Thapa, Graefe, and Meyer 2005
Poudel and Nyaupane 2017
Andereck et al. 2005
Brown, Ham, and Hughes 2010
Ward and Berno 2011
Spenceley and Snyman 2017
Gursoy and Rutherford 2004; Nunkoo and Gursoy 2012
Kim, Lee, and Klenosky 2003; Prayag and Hosany 2014
Prayag and Ryan 2011
Mody et al. 2014
Chan and Tay 2016
Jeong 2014; Smith, Costello, and Muenchen 2010
Klenosky 2002
Caruana et al. 2014
Mihalic 2016
Boley and Uysal 2013
Mathew and Kuriakose 2017
Stoddard, Pollard, and Evans 2012
Mathew and Sreejesh 2017
Frey and George 2010
Slaper and Hall 2011
San Martín and Herrero 2012
Ibukun, Okuboyejo, and Kelechi 2016
Gupta and Dogra 2017
ASIA PACIFIC BUSINESS REVIEW
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14
S. MONDAL AND K. SAMADDAR
and Nyaupane (2017) developed a model proposing a framework to measure TEB in the
contexts of ecotourism and other forms of nature-based tourism. Their study focused on
psychographic, socio-demographic, and contextual factors that influence TEB and aims at
helping marketers and planners to locate consumer groups and design and deliver
appropriate product and services for them.
3.2.3 Social exchange theory
From a tourism perspective, Social Exchange Theory proposes that ‘individuals’ attitudes
towards tourism and their subsequent level of support for its development will be
influenced by their evaluations of the benefits out of tourism for themselves and their
communities’ (Andereck et al. 2005). Researchers argue that local communities are likely
to support tourism development if they perceive that the benefits of the industry are
more than costs (Brown, Ham, and Hughes 2010; Gursoy and Rutherford 2004; Nunkoo
and Gursoy 2012). Although SET has been extensively used to predict and explain
attitudes towards tourists, it has been criticized for lacking theoretical sophistication
(Ward and Berno 2011). Research to capture various benefits associated with RT initiatives
was conducted by (Spenceley and Snyman 2017). Results of the study showed that 66% of
tour operators believed that local communities are positively impacted by RT initiatives.
Our investigation observes that research with the SET framework is not much evident
from past literature. Hence such researches are to be extended in future to connect the
implication and positive ideology of RT and community-based tourism.
3.2.4 Push-pull framework
Introduced by Dann (1977), the concept of push and pull motivations attempts to address
tourist motivation from a social perspective. Albeit initially researchers suggested to focus
only on push factors (Dann 1981), but subsequently acknowledged the importance of pull
factors in influencing tourist motivation (Jeong 2014). Contemporary researchers have
followed a more balanced approach while regarding equal status for both push and pull
motivations as it is critical to design effective marketing strategies in tourism (Kim, Lee, and
Klenosky 2003; Klenosky 2002). The push-pull framework in tourism commonly refers to the
means of identifying the underlying tourist’s motivations and behaviour (Prayag and
Hosany 2014; Prayag and Ryan 2011). Push factors are those inner drives that encourage
an individual to participate in touristic behaviours. In other words, the push factors induce
motivation among tourists to travel (Smith, Costello, and Muenchen 2010). Pull factors, on
the other hand, are destination-driven factors, forces or knowledge that influence a tourist
to form a perception about a particular tourism destination. Researchers tried to understand
the motivations of both domestic and international tourists who travel with RT operators in
India (Mody et al. 2014) and tried to explain the motivation from tour-operators perspective
in practising RT in Malaysia (Chan and Tay 2016). Challenges like lack of stakeholder’s
participation and low RT awareness were found to be critical parameters concerning
researchers (Caruana et al. 2014).
3.2.5 Triple bottom line framework
The TBL framework advances the goal of attaining sustainability in business practices,
tour-operators or service providers in the tourism industry in particular (Mathew and
Kuriakose 2017; Stoddard, Pollard, and Evans 2012). Beyond profits marketers also
ASIA PACIFIC BUSINESS REVIEW
15
consider social and environmental issues while carrying out tourism business (Boley and
Uysal 2013). Elkington (1997) first proposed this new term to sell sustainability business
practices and solutions to business houses and corporate. Goodwin (2011) connects RT to
action in favour of making tourism more sustainable and assures that sustainable goals
are achieved through responsible practice and actions. Mihalic (2016) and other research­
ers like Mathew and Sreejesh (2017) have simultaneously used TBL and CSR in literature.
The RT is an approach to minimize the negative (social, economic and environmental)
impacts while simultaneously leveraging on the positive effects of tourism development
(Frey and George 2010). The relationship between destination sustainability and RT
practices corroborates with each other. Destination sustainability envisages a TBL
approach encompassing economic, social, and environmental sector and ensures
a balance among all the three dimensions (Slaper and Hall 2011).
3.2.6 Unified theory of acceptance and use of technology (UTAUT)
Formulated by Venkatesh et al. (2003), the unified theory of acceptance and use of
technology (UTAUT) is a technology acceptance model that explains consumer’s intentions
to adopt an information system and their subsequent usage behaviour. The theory was
developed by consolidating various constructs like TRA, TPB, motivational models, diffusion
of innovation theory, social cognitive theory and others. Although the model is not new, its
usage in the tourism domain is limited and is scarce in RT. The study of San Martín and
Herrero (2012) explores the process of embracing new information technologies by the
consumers in rural tourism services and measured the underlying psychological factors of
individuals that explain their intentions. Where Gupta and Dogra (2017) studied factors that
impact tourist’s intention to use mapping apps while travelling to a tourist destination,
Ibukun, Okuboyejo, and Kelechi (2016) investigates tourist’s adoption and acceptance of
e-tourism. The meagre count of research works in this domain provides a platform for future
researchers to explore the possibility of adopting UTAUT in RT studies.
3.3. Where and what research has been done
The section of the review addresses the ‘Where’ and ‘What’ question in section 3.3.1 and
3.3.2 respectively.
3.3.1 Stakeholders (The ‘Where’ Section)
For sustainable development of the tourism industry, the contribution of stakeholders
cannot be ruled out. The RT leads to improved relationships, excellent communication
(Tiago et al. 2020) and co-operation among the social and regulatory stakeholders in the
tourism system (Camilleri 2016). As reported in Tables 5 and 6, 82 articles about RT on
different stakeholders are reviewed. Among each stakeholder study, 39 articles focused on
tourist, 10 articles on the host community, 21 articles on service providers/DTOs which
includes tour operators, hoteliers and others and 12 articles focused on government policies,
DMOs and NGOs. Caruana et al. (2014) in their research have analysed the personal con­
structs of responsibility and mentions about the variability in consumer perspectives. They
have also extended their study by mapping consumer construction of responsibility through
inner and outer goal direction and contextualizing the process of tourist’s personality in the
tourism market. The role of value perception and destination image among tourist was
16
S. MONDAL AND K. SAMADDAR
Table 5. Tourist as the main stakeholder type.
Stakeholder
Citations
Tourist
Ballantyne, Packer, and Sutherland 2011
Blackstock et al. 2008; Brown, Ham, and
Hughes 2010; Cheng and Wu 2015; Cheng,
Wu, and Huang 2013
Budeanu 2007
Caruana et al. 2014; Ward and Berno 2011
Chin, Chin, and Wong 2018
Chiu, Lee, and Chen 2014b; Kim, Kim, and Goh
2011; Kim, Lee, and Klenosky 2003; Lee et al.
2017; Ramkissoon, Smith, and Weiler 2013;
Quintal, Lee, and Soutar 2010
Chiu, Lee, and Chen 2014a
Corraliza and Berenguer 2000; Cottrell 2003
Curtis, Ham, and Weiler 2010
Del Chiappa, Grappi, and Romani 2016
Farmer, Knapp, and Benton 2007; Thapa,
Graefe, and Meyer 2005
Fatma, Rahman, and Khan 2016
Fielding and Head 2012
Han and Kim 2010
Hsu 2004
Hsu and Huang 2012
Hughes Packer, and Ballantyne 2011
Lee and Jan 2015
Mei, Wai, and Ahamad 2017
Mihalic 2016; Zhao et al. 2014
Milfont and Duckitt 2004
Mobley, Vagias, and De Ward 2010
Mody et al. 2014
Moghimehfar, Halpenny, and Ziaee 2014
Pooley and O’Connor 2000
Poudel and Nyaupane 2017
Prayag and Ryan 2011
Wiseman and Bogner 2003
Journal
Tourism Management
Journal of Sustainable Tourism
International Journal of Consumer Studies
Annals of Tourism Research
Journal of Hospitality Marketing & Management
Tourism Management
Asia Pacific Journal of Tourism Research
Environment and Behaviour
Annals of Leisure Research
Journal of Quality Assurance in Hospitality and Tourism
Journal of Environmental Education
Journal of Hospitality and Tourism Management,
Environmental Education Research
International Journal of Hospitality Management
Journal of Environmental Education
Journal of Hospitality & Tourism Research
Environmental Education Research
Environmental Management
Asian Journal of Quality of Life
Journal of Cleaner Production
Journal of Environmental Psychology
Environment and Behaviour
Tourism Management Perspectives
Journal of Ecotourism
Environment and Behaviour
Tourism Planning and Development
Current Issues in Tourism
Personality and Individual Differences
explored by Chiu, Lee, and Chen (2014b). Consumer perception of CSR activities in the
tourism industry was also empirically highlighted (Fatma, Rahman, and Khan 2016).
Among the research with other kinds of stakeholders, Andereck et al. (2005) dis­
cussed host community’s perception of the impact of tourism while Mathew and
Sreejesh (2017) deliberated on the perceived impact of RT on the quality of life of the
host communities. Although our investigation couldn’t find much evidence of research
with government or policymakers, research work with service providers, particularly on
hoteliers and tour-operator were in abundance (Almeyda et al. 2010; Guillet, Yaman, and
Kucukusta 2012). Hathroubi, Peypoch, and Robinot (2014) discuss environmentally
responsible attributes of hoteliers wherein they seek to respect their natural surround­
ings and pursue an ethical balance in the environment. Although researchers have
studied the perception of hotel managers about sustainable tourism (Ayuso 2006),
research concerning the understanding of the RT concept and the perception of
responsibility is not so prevalent in the literature. The role of destination marketing
organizations (DMOs) in tourism industry is significant as they not only contribute
towards promoting a destination or coordinating marketing activities but also they
enhance value creation and help in regional development (d’Angella and Go 2009;
Lemmetyinen 2010; Sheehan, Ritchie, and Hudson 2007). Over the years the
ASIA PACIFIC BUSINESS REVIEW
17
Table 6. Other stakeholders.
Stakeholder
Host Community
Service Providers/
Marketers/DTOs
Policy Makers/
Government/DMOs
Citations
Andereck et al. 2005; Gursoy and
Rutherford 2004; Nunkoo and
Gursoy 2012
Aquino, Lück, and Schänzel 2018
Cheng et al. 2019; Goodwin 2002
Cheung et al. 2015
Clifton and Benson 2006
Mathew and Sreejesh 2017
Zhao et al. 2014
Abaeian et al. 2019; Dodds and
Kuehnel 2010
Asadi et al. 2020; Musavengane 2019
Ayuso 2006
Journal
Annals of Tourism Research
Journal of Hospitality and Tourism Management
Current Issues in Tourism
Environmental Education Research
Journal of Sustainable Tourism
Journal of Hospitality and Tourism Management
Journal of Cleaner Production
International Journal of Contemporary Hospitality
Management
Journal of Cleaner Production
Corporate Social Responsibility and
Environmental Management
Blinova et al. 2018
European Research Studies Journal
Bohdanowicz 2007; Williams, Gill, and Tourism Review International
Ponsford 2007
Chan and Tay 2016
International Journal of Culture, Tourism and
Hospitality Research
Carasuk, Becken, and Hughey 2016
Journal of Hospitality & Tourism Research
Dief and Font 2010
Journal of Sustainable Tourism
Kärnä, Hansen, and Heikki 2003
European Journal of Marketing
Frey and George 2010; Kularatne et al. Tourism Management
2019; Wang and Ritchie 2012
Kuo 2002
Journal of Sustainable Tourism
Melubo, Lovelock, and Filep 2019;
Tourism and Hospitality Research
Spenceley and Snyman 2017
Rivera 2002: Rivera and De Leon 2005 Policy Sciences
Stern, Powell, and Ardoin 2008
The Journal of Environmental Education
Mutana and Mukwada 2020
Tourism and Hospitality Research
Tirado Ballesteros and Hernández 2019 European Planning Studies
Bornhorst, Ritchie, and Sheehan 2010; Tourism Management
d’Angella and Go 2009; Frey and
George 2010
Lemmetyinen 2010
Scandinavian Journal of Hospitality and Tourism,
Sheehan, Ritchie, and Hudson 2007
Journal of Travel Research
Blumberg 2005; Kennedy and Dornan Asia Pacific Journal of Tourism Research,
2009
Del Chiappa, Grappi, and Romani 2016 Journal of Quality Assurance in Hospitality &
Tourism
Klein 2011
Journal of Hospitality and Tourism Management
Wearing, McDonald, and Ponting 2005 Journal of Sustainable Tourism
contribution of DMOs in RT is getting acknowledged in tourism literature through the
works of Blumberg (2005), Bornhorst, Ritchie, and Sheehan (2010), and Del Chiappa,
Grappi, and Romani (2016). Responsible travel and non-government organization NGOs
have also been linked together in literature through the research studies of Kennedy
and Dornan (2009); Klein (2011), and Wearing, McDonald, and Ponting (2005). Research
works of Frey and George (2010) and Hall (2012) confirm the positive role of govern­
ment in implementing RT practices through promulgating policies and extending
continuous support to the industry and its stakeholders. The influence of environmental
education and knowledge on ERB was studied both for tourist (Cheng and Wu 2015; Hsu
2004; Moghimehfar, Halpenny, and Ziaee 2014) as well as service providers (Rivera and
De Leon 2005; Stern, Powell, and Ardoin 2008).
Researchers have culled deeper insight into this domain while analysing stakeholder’s
responsible behaviour and attitude through the lens of few theoretical models like TAM,
18
S. MONDAL AND K. SAMADDAR
TPB, RAM, SET, Push-pull framework and Tipple bottom line framework (Han and Kim
2010; Mody et al. 2014; Musavengane 2019; Quintal, Lee, and Soutar 2010; Ward and
Berno 2011; Zhao et al. 2014). While Quintal, Lee, and Soutar (2010) address the impacts of
risk and uncertainty on travel decision-making using TPB, Musavengane (2019) focussed
on the understanding level of RT among small budget hotel owners. Pooley and O’Connor
(2000) focused on the cognitive and affective bases of environmental attitudes to indicate
that it is what people feel and believe about the environment that determines their
attitudes towards it. The link between business owner’s attitude, the behaviour of host
communities and the tourist was studied in the research work of Frey and George (2010),
Milfont and Duckitt (2004) and Nunkoo and Gursoy (2012). Cheng, Wu, and Huang (2013)
highlighted the causal relationship between place attachment, destination attractiveness
and ERB. Studies also revealed the influence of social-psychological factors (Mei, Wai, and
Ahamad 2017; Wang and Ritchie 2012), communication (Brown, Ham, and Hughes 2010),
values (Carasuk, Becken, and Hughey 2016; Kärnä, Hansen, and Heikki 2003), belief (Curtis,
Ham, and Weiler 2010), personal and situational variables (Corraliza and Berenguer 2000)
on RT practice and behaviour as demonstrated by the stakeholders.
3.3.2 Methodologies used in prior research (The ‘What’ section)
Research methodology talks about the specific methods or techniques that researchers
use to identify, select, process, and analyse useful data or information about a subject
matter. In research, the methodology enables the readers to evaluate, validate the result
or findings.
Table 7 presents the research methods commonly used in literature. Out of the total, 38
research studies followed an empirical analysis (quantitative research), 4 used the case study
method and 5 studies conducted the empirical study following the qualitative research
approach. Most of the researchers have adopted the interviews method (42 articles) of
research and the rest (14 articles) presented a conceptual study.
4. Asia Pacific-The fastest growing travel and tourism region
Tourism has grown exponentially over the past decades, becoming one of the fastest-growing
sectors in the world. International tourist arrivals touched 1 billion in 2012 starting from just
669 million globally in 2000 and are expected to reach 1.8 billion by 2030 (UNWTO 2018
report). Being the fastest-growing travel and tourism region, Asia-Pacific continues to make its
global presence in terms of destination for international visitors and the volume of interna­
tional tourist receipts (Budeanu 2007). Consequently, this region is leveraging its competitive
advantage over others in attracting international arrivals, facilitated by a rapidly growing
middle class, robust balance of natural and cultural resources, and supported by an aboveaverage level of international openness and strong commitment and prioritization of travel
and tourism. National tourism organizations and international bodies such as World Travel and
Tourism Council (WTTC), World Tourism Organization (UNWTO), Organization for Economic
Co-operation and Development (OECD) and Pacific Asia Travel Association (PATA) have been
successfully creating interest and awareness among the word community regarding respon­
sible and experience-based travel.
Sustainable development, RT, livelihoods of local communities, preservation of indi­
genous cultures and conservation of natural environment received great attention from
ASIA PACIFIC BUSINESS REVIEW
19
Table 7. Research methodologies.
Methodology
Citations
Case Analysis
Banerjee 2012
Bohdanowicz 2007
Higgins-Desbiolles, Trevorrow, and Sparrow
2014
Klein 2011
Budeanu 2007
Caruana et al. 2014; Nunkoo and Gursoy
2012
Chettiparamb and Kokkranikal 2012
Conceptual Study
Empirical Study (Qualitative
Method)
Empirical Study (Mixed
Method)
Empirical (Quantitative)
Review Study
Insch 2020
Mihalic 2016; Musavengane 2019
Pooley and O’Connor 2000
Ramkissoon, Smith, and Weiler 2013
Wiseman and Bogner 2003
Prayag and Ryan 2011
Rivera and De Leon 2005
Chan and Tay 2016
Kuo 2002
Mondal and Samaddar 2020
Williams, Gill, and Ponsford 2007
Farmer, Knapp, and Benton 2007; Stern,
Powell, and Ardoin 2008
Gursoy and Rutherford 2004; Ward and
Berno 2011
McKercher, Mak, and Wong 2014
Spenceley and Snyman 2017
Wang et al. 2018
Andereck et al. 2005
Baniya, Thapa, and Kim 2019; Moravcikova
et al. 2017
Blackstock et al. 2008; Cheng and Wu 2015;
Cheng, Wu, and Huang 2013; Clifton and
Benson 2006; Dodds, Graci, and Holmes
2010; Lee and Moscardo 2005
Bohdanowicz 2006
Brown, Ham, and Hughes 2010; Chan and
Tay 2016
Cheung and Fok 2014
Chin, Chin, and Wong 2018
Chiu, Lee, and Chen 2014a; Guillet, Yaman,
and Kucukusta 2012; Lin and Zins 2016
Cottrell 2003; Mobley, Vagias, and De Ward
2010;
Curtis, Ham, and Weiler 2010
Del Chiappa, Grappi, and Romani 2016
Fielding and Head 2012
Frey and George 2010; Quintal, Lee, and
Soutar 2010; Wang and Ritchie 2012
Hsu 2004; Stern, Powell, and Ardoin 2008;
Thapa, Graefe, and Meyer 2005
Hughes, Packer, and Ballantyne 2011
Kim, Lee, and Klenosky 2003
Lee and Hsieh 2016
Mathew and Sreejesh 2017
Milfont and Duckitt 2004
Moghimehfar, Halpenny, and Ziaee 2014
Mody et al. 2014
Poudel and Nyaupane 2017
Prayag and Ryan 2011
Saphores, Ogunseitan, and Shapiro 2012
Wang et al. 2018; Zhao et al. 2014
Buckley 2012
Steg and Vlek 2009
Journal
Current Issues in Tourism
Tourism Review International
Tourism Management
Journal of Hospitality and Tourism Management
International Journal of Consumer Studies
Annals of Tourism Research
Journal of Policy Research in Tourism, Leisure and
Events
Journal of Destination Marketing & Management
Journal of Cleaner Production
Environment and Behaviour
Tourism Management
Personality and Individual Differences
Current Issues in Tourism
Policy Sciences
International Journal of Culture, Tourism and
Hospitality Research.
International Journal of Tourism Research
Management of Environmental Quality
Tourism Review International
The Journal of Environmental Education
Annals of Tourism Research
Journal of Sustainable Tourism
Tourism and Hospitality Research
Journal of Cleaner Production
Annals of Tourism research
Sustainability
Journal of Sustainable Tourism
Tourism Review International
International Journal of Culture, Tourism and
Hospitality Research
International Journal of Sustainable Development &
World Ecology
Journal of Hospitality Marketing & Management
Asia Pacific Journal of Tourism Research
Environment and Behaviour
Annals of Leisure Research
Journal of Quality Assurance in Hospitality and Tourism
Environmental Education Research
Tourism Management
The Journal of Environmental Education
Environmental Education Research
European Journal of Marketing
Ecological Indicators
Journal of Hospitality and Tourism Management
Journal of environmental psychology
Journal of Ecotourism
Tourism Management Perspectives
Tourism Planning & Development
Current Issues in Tourism
Resources, Conservation and Recycling
Journal of Cleaner Production
Annals of Tourism Research
Journal of Environmental Psychology
20
S. MONDAL AND K. SAMADDAR
tourism scholars across these years (Lee, Lee, and Kim 2016). (Higgins-Desbiolles,
Trevorrow, and Sparrow 2014). Surprisingly before 2002, the topic of RT and sustainability
was creating less of interest among research fraternity (Buckley 2012; McKercher, Mak,
and Wong 2014) but the ‘Cape Town Declaration on Responsible Tourism, 2002’ brought
in a revolution in academic research and increase in curiosity among the research
scholars. In recent years Asia-Pacific regions have got significant attention among the
researchers as quality research work is emerging out on an increasing note. Research work
on RT is presented in Table 8.
4.1 South Asia (India, Bangladesh, Nepal, Sri Lanka)
Researchers like Singh (2002) have considered mass tourism, altruistic tourism and
focused on community involvement. Tourists’ environmental orientation and their
responsible behaviours got reflected from the study of Bagri, Gupta, and George (2009).
Important dimensions like CSR agenda and successful translation of RT principles to
practices are then identified by Chettiparamb and Kokkranikal (2012). Mondal and
Samaddar (2020) approached RT and sustainable development through sharing econ­
omy. Responsible eco-tourism (Banerjee 2012) and tour operator’s responsible behaviour
got mentioned by Kumar and Kumar (2018). Amin (2017) discussed domestic tourists’
mindset towards RT management. The impact of cultural values and economic constraints
on tourism businesses’ ethical practices has also emerged from literature (Skinner 2019).
Kularatne et al. (2019) studied sustainable practices among hoteliers. CSR issues among
travel and tour operators have time and again surfaced in RT and sustainable develop­
ment literature (Baniya, Thapa, and Kim 2019; Busse 2016).
Table 8. Responsible tourism articles related to Asia-Pacific regions included in our sample.
Source title
Asia Pacific Journal of Tourism Research
Asia Pacific Viewpoint
Current Issues in Tourism
European Journal of Social Sciences
European Journal of Tourism Research
International Journal of Contemporary
Hospitality Management
International Journal of Culture Tourism
and Hospitality Research
International Journal of Hospitality and
Tourism Systems
International Journal of Interdisciplinary
Global Studies
International Journal of Tourism Cities
Journal of Policy Research in Tourism
Leisure and Events
Mountain Research and Development
Sustainability (Switzerland)
Tourism
Tourism Geographies
Tourism Management
Tourism Review
Countries
References
China
Lee and Xue 2020; Lin and Zins 2016; Zhao et al. 2018
Taiwan
Chiu, Lee, and Chen 2014a
Hong Kong Cheung and Fok 2014; Guillet, Yaman, and Kucukusta 2012;
Mackenzie and Peters 2014
Myanmar
Clifton, Hampton, and Jeyacheya 2018
India
Banerjee 2012
Malaysia
Tsonis et al. 2009
Australia
Lim, Chong, and Sutjipto 2012
Malaysia
Abaeian et al. 2019
Malaysia
Chan and Tay 2016
India
Kumar and Kumar 2018
India
Kumar and Sharma 2014
Bangladesh Amin 2017
India
Chettiparamb and Kokkranikal 2012
Nepal
South Asia
China
India
Cambodia
Srilanka
Macau
Garrard et al. 2016
Baniya, Thapa, and Kim 2019
Shen, Sotiriadis, and Zhou 2020
Bagri, Gupta, and George 2009
Pawson, D’Arcy, and Richardson 2017
Kularatne et al. 2019
McCartney 2015
ASIA PACIFIC BUSINESS REVIEW
21
4.2 South East Asia (Cambodia, Malaysia, Thailand, Indonesia)
Important dimensions like the value of community-based tourism have been acknowledged
by researchers like Pawson, D’Arcy, and Richardson (2017). Tourists’ environmental orientation
(Dodds, Graci, and Holmes 2010) and responsible planning and management have emerged
as major themes of RT (Tsonis et al. 2009), Research works of Chan and Tay (2016) provides an
in-depth insight of the motivation to practise RT from tour operators’ perspectives.
4.3 Australasia
Researchers discussed the conservation benefits of environmental management practices
and nature experiences. Lee and Moscardo (2005) highlighted visitor’s awareness level,
involvement in environmental management practices and participation in nature-based
tourism activities on environmental attitudes and behaviours. Klein (2011) talked about
responsible practices in cruise tourism and Insch (2020) detailed about the impact of overtourism on tourism destination and livelihood of the local community.
4.4 East Asia (Hong Kong, Taiwan, Macau, Shanghai, China)
McCartney (2015) examined the level of ethics and codes of responsible behaviour whereas
Guillet, Yaman, and Kucukusta (2012) have focussed on social responsibility and leadership
qualities among hotel managers. Chi, Zhang, and Liu (2019) discussed the determinants of
CSR attitudes and have taken travel and tourism manager’s perspective for world heritage
sites. Role destination image and value perception in shaping ERB have also been identified
by researchers (Chiu, Lee, and Chen 2014b). The ERB gained attention among academic
scholar as it facilitates the sustainability of a tourism destination (Hanss and Böhm 2012).
Personality traits are found to be the most significant factors among all that affect visitors’
ERB and openness traits positively affect (Zhao et al. 2018). Cheung and Fok (2014) focussed
on CSR initiatives among marketers, tour operators, and other service providers as it
influences employees’ behaviour to behave in a more socially responsible manner towards
people and communities. Lin and Zins (2016) studied responsible behaviour and destination
positioning strategies among authorities or policymakers and concluded that a lack of
understanding and awareness is affecting in proper decision making.
5. Discussion and suggestions for future research
This study intends to synthesize the research work in RT. Through this study, we aspire to
improve the understanding of RT and derive an agenda for future research.
5.1 Thrust on stakeholder’s perspectives
Most of the past literature in RT has considered ‘Tourist’ as the prominent stakeholder
among all (Blackstock et al. 2008; Caruana et al. 2014). Studies have time and again
measured their motivation, responsible attitude and ERB (Cheng and Wu 2015).
Literature has shown how tourists positively impact the economy, community and the
environment. Studies have also shown how mass tourism impacts the environment,
22
S. MONDAL AND K. SAMADDAR
economy and livelihood of the local community (Dodds and Kuehnel 2010). Growing
environmental concern among the tourists and the other stakeholders is forcing them to
adapt to a newer form of alternate tourism and embrace the path of RT. Similarly, studies
have categorically mentioned the role of service providers in tourism development.
Service providers include hoteliers, tour operators, transport operators, etc. The RT policy,
its implementation and action from Government as well as from the destination manage­
ment organizations (DMO) finds little mention in the literature as corroborated by the
sample articles. A bigger chunk of the extracted repository falls under the above category
that highlights a gap in the literature on this stakeholder and presents scope for further
study. Future researchers must consider policymakers as their sample group and focus on
their attitude and motivational level to bring in effective policy frameworks to bind
tourism responsibly. Future research must also look into the scope of establishing
localized supervision of implementing the RT policy guidelines. The confusing construct
of RT, lack of participation and low awareness are what researchers (Caruana et al. 2014)
have argued as the critical factors in the implementation of RT among the stakeholders,
and particularly the policy-makers need to be addressed with further studies.
5.2 Additional focus on social responsiveness and social entrepreneurship
The concept of social responsiveness can be broadly described as a person’s obligation to
contribute to the welfare of others and the environment in particular. Consumers these
days are increasingly motivated to be more environmentally conscious. They intend to
raise their voice, exercise their powers and are often found to adjust their shopping habits
and consumption pattern. Service providers also need to act on this line and share the
onus with the consumers. The RT here offers these consumers a platform to practice
environmental responsive behaviours ensuring social development of the community
(Hanss and Böhm 2012). The literature on RT hasn’t much addressed this linkage with
social responsiveness among tourists. Hence what defines social responsiveness, how it
can be harnessed among the stakeholders and explore the possible benefits its bring to
tourism development; can be explored in future studies. Social entrepreneurship (SE),
another important approach finds mentioned in the research work of Aquino, Lück, and
Schänzel (2018) where they have assessed the impact of SE on sustainable community
development. Individuals, entrepreneurs, groups or companies including start-ups
address the social and environmental issues by developing, funding and implementing
solutions under the SE concept, needs to be studied together with RT. Karna, Hansen, and
Juslin (2003) studied the importance of social responsibility in environmental marketing
planning. Therefore more research in these domains needs to be initiated.
5.3 Spreading the essence of mindfulness
The construct of mindfulness is ascribed to individuals hiving a comparatively greater
awareness of their surroundings (Langer and Moldoveanu 2000) and tend to practice
ethical consumption (Sheth, Sethia, and Srinivas 2011). Barber and Deale (2014) in their
study have indicated that mindful tourists have more concern for others and society and
often seek products and services having higher emotional and environmental benefits.
They studied the role of hotel managers in understanding the guest’s level of mindfulness
ASIA PACIFIC BUSINESS REVIEW
23
to efficiently respond to responsible practices towards sustainable consumerism. They
revealed the need for additional research to learn more about the relationship between
guests’ mindfulness and their voluntary support for hotels’ sustainability efforts
(Townsend and Wilkinson 2013). Caruana et al. (2014) seeks to examine tourists’ accounts
of RT and have outlined four distinct profiles of RT consumers. They felt the need for
further research in measuring the responsible tourist’s attitude and validation of the
important dimensions like involvement and goal-directedness. Their research has also
questioned the role of situational factors like context and time in assessing mindful
behaviour. Taylor and Norman (2019) have concluded that tourist’s mindfulness in the
‘anticipation phase’ has significant positive influences on confidence, satisfaction and
loyalty for a destination which can be leveraged by the tourism destinations in encoura­
ging more mindful trips. As mindfulness during the anticipation phase was found to
influence the overall travel experience, future researchers must consider the role of
mindfulness in all five travel phases (dreaming/anticipation, planning, booking, experien­
cing and sharing). Further studies need to be initiated to develop promotional strategies
that encourage mindfulness in potential visitors. Stankov et al. (2020) have conceptua­
lized e-mindfulness as a tourism trend and argued that the construct has strong potential
to offer a new perspective to tourism and particularly for RT practice. Since there is
currently no dedicated stream of research connecting e-mindfulness and tourist experi­
ences, more research in this domain may be initiated by future researchers.
5.4 Marketing RT with social marketing tools
Research studies in the last two decades have witnessed a significant tourism growth
affecting numerous destinations (tourist attractions) across the world resulting in
a negative impact on community well-being while posing a serious threat to sustainable
measures. Shen, Sotiriadis, and Zhou (2020) have studied how social media platforms
and smart technologies can revolutionize consumer perspectives in terms of sustainable
and RT. They submitted their view on the future scope of applying Big data and AI
provisions in influencing consumer behaviour in tourism spectre. They conceptualized
a research framework and proposed that social networking sites have a significant
influence on the adoption of sustainable and responsible behaviour during all the
three stages of the travel cycle. Though they have conducted their research in China,
similar studies with comparative analysis with different forms of SNSs can be carried out
in other parts of the world to check their constructs. Yoon et al. (2019) studied the
importance of message framing and appeals in inducing consumer’s intentions towards
RT. They concluded that ‘rational and emotional appeals had a greater influence on
people’s attitude towards the advertisement in the high- and low-involvement groups,
respectively’. Research in marketing RT is on the nascent stage and needs to be
addressed further in future studies.
5.5 Adopting experimental design in tourism and hospitality research
Fong et al. (2016) critically reviewed literature in tourism and hospitality domain and
concluded that the share of experimental research is on the rise over the past decades, as
more number of researchers and scholars are relying on experimental design to cull
24
S. MONDAL AND K. SAMADDAR
deeper insights. Their research further added that tourism and hospitality researchers
have been inspired to initiate experimental design in their research but it’s not much
evident from the little share it holds in literature. They also concluded by saying that there
is still room for improvement for further exploring critical nitty-gritty of the matter.
Oppewal, Huybers, and Crouch (2015) conducted experimental research to understand
the decision-making process and the role of various product attributes and categorization
by using destination names and experience attribute information. Crouch et al. (2007) in
their research have adopted a choice experiment to explore how individual and house­
holds make a trade-off for allocating their spending on travel-related expenditures.
Therefore future researchers can make use of this opportunity and look for more research
initiatives using an experimental design in their studies.
5.6 Focussed approach on Asia-Pacific region
Twenty per cent of the sample research articles on Asia-Pacific region. Regions who have
contributed among these 20% sample group consist of four sub-regions namely South
Asia, South-East Asia, East Asia and Australasia involving countries like China, Malaysia,
Australia, India, Thailand, etc., among the prominent ones (Bagri, Gupta, and George 2009;
Banerjee 2012; Chan and Tay 2016; Guillet, Yaman, and Kucukusta 2012; Kumar and Kumar
2018; Lim, Chong, and Sutjipto 2012).
Being the fastest-growing T&T region, Asia-Pacific continues to mark its presence in the
global tourism industry. It boasts of being the second-largest in both international tourist
receipts in terms of volume and number of tourist destinations for international visitors.
Along with international arrivals, it also leverages its growing domestic tourism market
where demand is on the rise. Moreover, the Asia-Pacific region is the largest source of
global outbound tourist spending, with the majority of tourist spending on intraregional
travel. Along with the burgeoning middle class, Asia-pacific region leverages on its robust
cache of natural and cultural resources to maintain tourism demand and supply (Lee, Lee,
and Kim 2016). The region is also known for their improved above-average level of
international openness and strong commitment level from the participating countries.
It also leads in air transport and port infrastructure which is over the global average and
boasts of its rapidly expanding aviation market.
Most of this competitive performance is observed in Eastern Asia-Pacific regions fol­
lowed by South-East Asia, while South Asia leads in terms of overall improvement growth
(The Travel and Tourism Competitiveness Report 2019, World Economic Forum). Despite
much strength, the Asia-Pacific region faces several challenges. Researchers over the years
haven’t looked beyond the eastern part of Asia-pacific regions which has also been
corroborated by the WEF (2019) report. This poses a huge scope for both tourism devel­
opment and research opportunities outside the eastern Asia-Pacific region. Environmental
sustainability has remained as one of the greatest competitiveness constraints in this
region. Countries here suffer from air pollution, water shortages, and endangered wildlife
with forest loss. Notably, a significant development in the form of environmental treaties
has emerged in recent years but their reflection in academic research has remained absent.
The region has a huge potential to meet tourist demand along with sustaining environ­
mental development and competitiveness which bestows the present research fraternity to
focus on Asia-Pacific region in the coming years (de Sausmarez 2007).
ASIA PACIFIC BUSINESS REVIEW
25
5.7 Responsible tourism in global crisis
Tourism is a booming industry which contributes towards societal development at the
global, state and community level. Tourism, in particular, is not immune to external shocks
as evident from past disasters and crisis that have crippled the industry, wiped out devel­
opmental works and had a profound implication on the stakeholder’s behaviour. The world
has witnessed several crises like financial or economic (Okumus, Altinay, and Arasli 2005),
terrorism (Arana and León 2008; Bassil, Saleh, and Anwar 2019), conflicts (Cheung and Li
2019), environmental hazards (Qu, Xu, and Lyu 2019), and the outbreak of pandemic
diseases (Novelli et al. 2018), that had a serious and long-lasting negative impact on the
tourism industry (Okumus, Altinay, and Arasli 2005). The world economy is bleeding due to
the outbreak of COVID-19 whose actual impact is still unknown (Gossling, Scott, and Hall
2020). Moreover, many parts of Asia and the Pacific regions are undergoing rapid develop­
ment. With the rise in trade, tourism, and migration increase, the impact of any crisis will
have a devastating effect on their economies. Although researchers in past studies have
intermittently looked at the impact of the crises on tourism industry (Smeral, 2009), they
hardly got the opportunity to explore such a wide-scale catastrophe and measure how
every stakeholder behave during the emergency period and at subsequent stages. The
authors believe that RT will prepare every stakeholder to deal with the crisis even before it
arrives. Future researchers must look at this opportunity and expand the literature on the
impact of the crisis on the tourism industry and how RT aids in countering its negative
effects.
6. Theoretical implications
Research on RT over the years has expanded in various perspectives and directions which
demands a synthesized chronicle for better understanding and clarity. Majority of the studies
have focused on consumers’ attitude that influences RT participation, socially responsible con­
sumption traits, and tourists’ environmental orientation. While others have considered ethical
tourism and responsible practices among the stakeholders, some have worked on the adoption of
corporate social responsibility (CSR) by the marketers and tour operators. The current study
expands the literature and presents a single point reference for further study. The outcome intends
to guide future researchers to bridge the gap between what RT demands, how every stakeholder
perceives and how they practice in reality. The study presented six key research areas like ERB, proenvironmental behaviour (PeB), environment knowledge and training, CSR agenda and RT, green
tourism (GT) and environmental responsibility, involvement and motivation in environmental
management practices which addresses the present issues and challenges concerning RT. The
research agendas presented here will bestow future researchers to address the issue with
a focussed approach to deal with the missing links in literature. Researchers need to further
investigate the contemporary issues like mindfulness, social responsiveness, social marketing tools,
and global crisis in light of RT. Hence, the implication of the research is multifaceted.
7. Managerial implications
The tourism and hospitality industry has a dynamic environment which is in a constant state of
evolution. Travel has now become a significant form of self-expression and technology has
26
S. MONDAL AND K. SAMADDAR
revolutionized the way we travel. Asia-pacific region boast of the world’s fastest-growing
tourism industry. The economic and political stability of the region together with aggressive
tourism campaigns have fuelled the significant growth. The future outlook of this sector is
bright, and the region has the potential to retain its growth amid crisis, and pandemics.
‘Sustainable tourism’ and ‘Responsible travel’ will be the new mantra post the COVID-19. On
this note, the present study has a significant contribution to connecting RT and sustainable
development. DTOs and other service providers would benefit from the study in refurbishing
their strategy with a socio-economic perspective (Rauter et al. 2019). Policymakers and DMOs
need to intervene seriously and the existing paper provides them with an array of opportunities
to undertake suitable policy guidelines for making every stakeholders socially and environmen­
tally responsible. Our study aims to make RT both resilient and sustainable which will not only
grow and expand on its own but also creates an environment for future generation to survive
and prosper.
8. Conclusion
This research systematically reviews the existing literature on RT since 2002. Adopting a deeper
insight into the key areas while incorporating the recent developments, the study synthesizes
the literature addressing the four research questions of Where, What, Why and How in RT. The
study also discusses the expansion of RT in the Asia-Pacific region where researchers mainly
worked with four sub-regions such as South Asia, South-East Asia, East Asia and Australasia. The
study discussed the various theoretical models like TRA, TPB, RAM, SET, Push-Pull framework
TBL framework, and UTAUT which have aided researchers in exploring the different concepts of
RT. Furthermore, the study envisages on prominent stakeholder (tourist, service providers/
DTOs, host communities, government, policymakers, DMOs, NGOs, etc.) and methodologies
incorporated to study the literature namely review study and empirical (quantitative, qualita­
tive, mixed) methods. To the best of our knowledge, this article is the first attempt to synthesize,
review and assimilate 125 prior studies and examines different aspects of RT, which is long due.
As research in this field has expanded to diverse aspects, the need for more clarification and
understanding is the requirement of the time. The study can aid future researchers to foster the
present repository and provides valuable insights to marketers and policymakers. We firmly
believe that this review is not only well-timed and critically important but also it can become
a single point reference for future studies in this domain.
Disclosure statement
No potential conflict of interest was reported by the authors.
Notes on contributors
Dr. Sanjana Mondal is a Faculty of Marketing at the Calcutta Business School (CBS), Kolkata, India
with over 10 years of experience as a practitioner and academician in Marketing. She was also
associated with Indian Institute of Management, Calcutta (IIM-C) in various research profiles. Her
PhD is from the University of Calcutta. Her dissertation proposal is on ‘West Bengal as a tourist
destination: a study focusing ecotourism’. Her domain of research is mainly into sustainable tourism,
responsible tourism, green marketing, tourism behaviour, etc. She has presented in international
ASIA PACIFIC BUSINESS REVIEW
27
conferences and has published research works in various management journals. She has published
papers of international repute.
Kaushik Samaddar is a PhD Scholar in the Faculty of Management with Symbiosis International
(Deemed University), Pune, India. He has over eight years of industry experience. His PhD disserta­
tion is on ‘Study of customer perceived value of non-deceptive counterfeit products’. His research
interests are into the field of consumer behaviour, tourism & sustainability. He has presented at
various international conferences of repute and has published research works in various domestic
and international journals. His recent publications are in the Journal of Strategic Marketing and
Management of Environmental Quality.
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