Analysis of Sustainable Tourism: Small Municipalities Perspectives

Aim: To explore how sustainable tourism is understood, implemented, and communicated in small municipalities, with particular attention to stakeholder collaboration and place branding practices. Methodology: The methodology in this study adopts a qualitative research approach based on an abductive approach. Data were collected through semi-structured interviews with municipal officials, local tourism business owners, and visitors in small municipalities. The empirical material was analyzed using manual thematic analysis, allowing for an in-depth understanding of stakeholder perspectives, practices, and contextual constraints related to sustainable tourism development. Findings and Discussion: The findings indicate that stakeholders in small municipalities prioritize environmental protection for sustainable tourism. Social sustainability is expressed through community engagement and job creation, while economic sustainability is limited by seasonality, finances, and infrastructure. Collaboration is primarily informal and trust-based, with municipalities acting as facilitators rather than decision-makers. Place branding relies on relationships and word of mouth, enhancing authenticity but limiting broader visibility due to weak digital coordination. Contribution of the Study: The study contributes theoretically by extending Stakeholder Theory by introducing organizational capacity and time availability as critical determinants of stakeholder influence in small municipalities. It also refines the application of the TBL framework in the tourism contexts of small municipalities. Suggestions for Future Research: Future research could examine the long-term stability of informal, trust-based governance systems; explore visitor behavioral responses to sustainability communication; and investigate strategies to reduce the negative impacts of tourism seasonality in rural destinations through comparative studies.