Delivering transformative tourism experiences

Sustainable tourism educational experiences are perceived in the literature as a form of deep ecotourism (Coughlan, 2011); as now these experiences dovetail with sustainable development goals for 2030 (UNEP, 2018), they have an immense potential to encourage visitors to take further steps towards more responsible and sustainable everyday behaviours (Lean, 2009; Tourism Concern, 2014). At the same time, tourists are seeking unique and authentic, memorable experiences (Pine & Gilmore, 1993; Gilmore & Pine, 2007). The hospitality and tourism sectors need to bear in mind that loyal consumers is not what new generations are likely to be, but the can play a role as their “sustainability brand ambassadors” (Lean, 2009). The study will collect data with activity providers and tour operator involved in sustainable educational tourism experiences, in order to highlight key elements that make the education tourism experience memorable and sustainable at the same time; some elements that will be explored are degree of hospitality offered by the activities, sustainability elements, shared values with suppliers, ability to challenge beliefs and attitudes on environmental topics. The perceptions of sustainable tourism entrepreneurs have been measured previously through case studies approach (Tomasella, 2015) or through questionnaires (Sampaio et al 2012). Understanding expectations of what a sustainable experience is and how to make it happen, due to the novelty of the topic, is best explored through a qualitative approach, based on an inductive theory philosophy and purposive sampling (Eisenhardt, 1991). Accordingly, skype interviews and life histories with tourism providers were conducted to grasp the experiences of the people involved in designing and delivering transformative eco�tourism educational experiences. The expected findings should emphasizes how tour operators and activity providers look for a balance between sustainability elements, i.e. the economic side (shared value, customer service, service design innovation), while guaranteeing authentic socio-cultural experience in harmony with employee and locals, as well as minimising impact on the environment