Sustainable tourism and the emergence of new environmental norms

Abstract

Since 1990s environmental protection and awareness became major issues. Consumers are more and more aware of environmental issues and conscious of existing pollution caused by mass tourism. Consequently a new segment of demand desiring sustainable tourism products have appeared, enhancing service providers to offer this type of products. This paper analyzes the evolution of service provider’s offer adapting to demand preferences modification. Using a theoretical framework, it explains how environmental quality standards become general norms in tourism industry. By analyzing cases of monopoly and duopoly, it considers different possible frameworks and strategic choices that may be implemented by the incumbent. Though, it explains the role of supply in the emergence of new environmental norms.