Abstract

Though research on sustainable tour operating practices is increasing, its focus is mainly on large tour operators. Moreover, most research is geographically limited to Europe. Literature on inbound tour operators (ITOs) based in destination countries such as Africa is almost non-existent. In an effort to reduce the gap on literature available on sustainable tour operating in third world destinations, this research focuses on ITOs in Kenya. Its aim is to identify gaps between attitudes, intentions and behavior towards sustainable tourism of ITOs in Kenya and shade some light on how these gaps can be addressed. A dedicated questionnaire survey was developed for this research and sent out to 300 ITOs in Kenya. Moreover, 10 in-depth interviews were held. This paper describes the background of the research, both from a scholarly and management perspective, and the developed research instruments. During the IABS 2011 conference full results will be presented.