Positioning of Active Tourism Organizations in Relation to Sustainability

Abstract

While addressing the accelerated growth of active and adventure tourism, with its associated impacts, and based on the theoretical models of organizational change toward sustainability , this article analyses the positioning of active tourism companies regarding sustainability, identifies some of the factors which drive their commitment to contributing to sustainable development, and assesses whether the attitude or actions they adopt to integrate sustainability are structural or reactive. To this end, qualitative data were collected through semi-structured interviews with active tourism companies in Mallorca, and the responses were analysed using thematic analysis. It was concluded that certain types of positions predominate and that companies tend to be more reactive than proactive regarding sustainability. Finally, future lines of research are proposed, which delve into key elements such as factors in companies that influence specific aspects of sustainable development and practices to be incorporated by companies for them to contribute further to sustainable development through the proper management of their activities in the destinations where they operate.