The attitudes of the key stakeholders on sustainable tourism in Ireland: The holidaymaker and tourism enterprise perspective

The increased attention paid to sustainable management in tourism destinations has been considerable. However, the genuine demand for sustainable tourism in Ireland has been inadequately researched. This study discussing the attitudes of key stakeholders on sustainable tourism in Ireland bridges this gap in knowledge by providing baseline findings as part of a nationwide study examining the demand for sustainable tourism. While literature reveals the shift towards the sustainable management of tourism destinations is being consolidated at an international level. Key stakeholders acknowledged that all tourism should be sustainable and stressed the importance of having a sustainable tourism industry in Ireland. Yet challenges included factors potentially preventing businesses converting to sustainable tourism such as detailed information and the perceived costs incurred. Also there was a low awareness of sustainable tourism certification from holidaymakers. This study contributes new knowledge on the attitudes of the key stakeholders on sustainable tourism in Ireland. Also the framework developed for the assessment may be used in future in the context of a possible longitudinal study.