| Since the nineties, dozens of eco-labels, certification schemes and codes of conduct have emerged in the tourism industry. As such initiatives play an increasing role in regulating this industry, it is highly relevant to enhance our understanding of how corporate norms on sustainable tourism emerge and spread within the tourism industry and under which circumstances labels and hallmarks are likely to succeed or fail within this industry. In this PhD research project we adopt an institutional change perspective in studying such processes. In particular, we explore the strategies deployed by the producers of such initiatives (called institutional entrepreneurs ) to get other actors in line with their desired change process. Our empirical setting is the Dutch tour operating industry, an industry that has been challenged to move in the direction of sustainable tourism. We use a multiple-case study research strategy; mainly qualitative data; and a process approach in analyzing the data. |
