Exploring community stakeholders’ perceptions of mass tourism: the case of Bruges

In the last years, there have been protests by residents against tourism in several destinations around the world. Tourists have also increasingly complained about destinations being overcrowded. At the same time, visitors are looking for more authentic experiences. Our research has been conducted in Bruges, one of the major tourist destinations in Belgium to analyse stakeholder’s perceptions of mass tourism and how destinations can ensure a more sustainable development. One of the major findings from this research is the importance of locals’ support to promote a sustainable tourism. Residents and local entrepreneurship could have a more positive attitude towards tourism if the positive impact outweighs the disadvantages of tourism. Practical and managerial implications are suggested.