Abstract
This research explains how the involvement of stakeholders in sustainable tourism (ST) strategies can be enhanced. The study was inspired by the persistent failure of ST proponents to recognise the significance of stakeholder management processes in the implementation of ST strategies. The ‘Traffic Light Routes’ framework is proposed with the Green Route forming the most desirable strategy for adoption by managers, and the Amber Route and the Red Route completing the construct. The ‘Traffic Light Routes’ emerged from a study of an award-winning ST initiative in the South West of the United Kingdom encompassing focus group research and interviews with a cross section of stakeholders. In recognition of the global significance of sustainable development, the ‘Traffic Light Routes’ framework contributes towards the bigger picture of ST realisation.
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