Abstract: This paper maintains that responsible tourism practices can be re-conceived strategically to confer competitive advantage. It looks at the extant literature surrounding the notions of “responsible tourism” and “shared value”. A qualitative research involved in-depth, semi-structured interview questions to discover the tourism and hospitality owner–managers’ ethos for responsible tourism. Secondly, telephone interviews were carried out with tourism regulatory officials. The findings have revealed that discretionary spending in socially and environmentally sound, responsible policies and initiatives can create shared value among tourism enterprises and their stakeholders. In a nutshell, this paper indicates that responsible tourism led to improved relationships with social and regulatory stakeholders, effective human resources management, better market standing, operational efficiencies and cost savings, along with other benefits.
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