Abstract:
Tourists are beginning to actively engage in anti-consumption behaviour by voluntarily rejecting or restricting their consumption of unsustainable tourism products and services. These changes in consumer behaviour challenge the unlimited growth paradigm in
which most firms operate, leaving firms struggling to embed sustainability within their existing business models. This paper offers a valuable synthesis of the fragmented literature on sustainability
transitions in business models. The framework presented in this paper theorises the
need for sustainable transition pathways to facilitate sustainability transitions within
business models.