Residents' Influence on the Adoption of Environmental Norms in Tourism

Since the expansion of environmental awareness and protection in recent decades, market actors, tourists and stake-holders, have been progressively more aware of ecological issues and conscious of existing pollution caused by mass tourism. Therefore, a new concept of sustainable tourism have appeared, ncluding environmental and societal concerns, as well as the development of more responsible products, which meet environmentally conscious consumers' needs. Subsequently, this paper considers the case of a tourism service provider, in a situation of monopoly, facing heterogeneous demand (differentiated by the sensibility to environmental issues) and located in a destination inhabited by a population of residents, more or less active in their resistance to tourism activities. Hence, this paper gives a theoretical framework of this 'service provider - residents - tourists' interaction. It shows that taking into account residents' actions leads the service provider to the reduction of his offer, and in most cases, to choose the sustainable solution.