Rogers Theory on Diffusion of Innovation-The Most Appropriate Theoretical Model in the Study of Factors Influencing the Integration of Sustainability in Tourism Businesses

Sustainable tourism development is now a necessity of time. All the parties involved in tourism should participate in efforts to sustainable tourism development. Sustainability, as the best way of doing business today, is a new concept in the tourism sector and sustainable tourism practices can be considered as a new type of innovation in the tourism industry. Therefore knowledge of the factors affecting tourism businesses to integrate sustainability in their activities is critical. Without this type of information, we are limited in our ability to design tools that work in the future to mitigate barriers and increase motivations tourism businesses to adopt sustainable tourism practices in their activity. Factors’ influencing in the integration of sustainable practices into business activities is very subject discussed in different industries and different scientific disciplines after the late 80's. However, a limited number of studies addressed perspective of tourism businesses to adopt sustainable tourism practices. These studies have used different theoretical models. This paper undertakes the analysis of these models from the review of literatures, giving their advantages and limitations in the study of the factors influencing businesses to adopt sustainable tourism practices. After analysis, the paper finally concludes that Rogers's theory on adaptation and diffusion of innovation is a suitable theoretical model in the study of factors influencing the adoption of sustainable tourism practices in tourism businesses.

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