Tour operator perspectives on responsible tourism practices: a case of Kinabalu National Park, Sabah

Tour operators in Kinabalu National Park, Sabah, are more motivated by intrinsic and extrinsic factors to adopt responsible tourism practices, yet these intentions often do not translate into actual operations due to challenges such as lack of stakeholder participation and low awareness. The study, which used inductive and phenomenological methods including in-depth interviews with 25 tour operators, applied push and pull motivation theory to identify key motivators. While organizational benefits and market trends drive their commitment, systemic barriers hinder implementation. These findings provide critical insights for enhancing responsible tourism practices in the park, benefiting both conservation efforts and sustainable tourism development.

Chan, J. K. L., & Tay, K. X. (2016). Tour operator perspectives on responsible tourism practices: a case of Kinabalu National Park, Sabah. International Journal of Culture, Tourism and Hospitality Research, 10(2), 121–137. https://doi.org/10.1108/ijcthr-07-2014-0057