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This paper argues that in addressing the issues of ‘sustainability’ concepts akin to those of social tourism need to be applied, albeit in a wider context of stakeholder theory. Additionally theories of ‘sustained value creation’ may be borrowed from the management literature in that ‘sustainability’ is insufficient as an objective—rather managers within tourism should be looking to add value for environments, communities, entrepreneurs and tourists within the ethical objectives outlined by the World Tourism Organisation's New Global Ethics for World Tourism charter adopted in 1999. However, while all might agree with the intentions of such charters, the pragmatic issues of management that are raised are complex, and in turn raise serious issues of patterns of power and how such power to implement policies is to be both determined and practised. The article ends with a series of issues that need to be considered if there is to be a ‘new tourism’.
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