Towards the Development of Sustainable Tourism in Pakistan: A Study of the Role of Tour Operators

The literature on sustainable tourism is scant, particularly in the least developed countries. Very few studies touch upon concept and no holistic theoretical or conceptual frameworks around idea of have been formulated. This study aims at exploring role tour operators developing Pakistan how (TOs) conceive their this regard. TOs were reached through phone calls, emails, virtual sources as face-to-face interviews not possible due to COVID-19 pandemic restrictions travel by government. In-depth conducted gather data. Results suggest that although realize importance social, environmental, economic dimensions communities but management systems place cater accordingly. There are incentives government facilitate design implement such systems. do select a destination based Global Sustainable Tourism Council criterion, rather selection mostly demand-based profit-oriented. suggests corporate profit motive sole criterion for decision making one major causes impeding Pakistan. vague any models. recommends efforts need be put incentivize proper laws should set forth authorities comply TOs. important understood, however, there place.