Sustainable Tourism Practices And Business Performance From The Tour Operators' Perspectives

Sustainable tourism is an upcoming significant practice in the tourism industry. Tour operators are encouraged to participate in sustainable tourism according to their respective roles in the business. Hence, this study was conducted to examine the relationship between sustainable business management practices (SBM) and sustainable destination management practices (SDM) on the tour operator's business performance. The usable questionnaire of 190 was analyzed using the SEM-PLS 3.2.9. The results of the study indicated that both SBM and SDM practices impact the business performance of tour operators. Tour operators are reported to have an added business advantage by adopting these sustainable tourism practices. This study contributes to the existing literature by providing insight into the adoption of sustainable tourism practices in Malaysia.