Sustainable Tourism from an Entrepreneurship Perspective: Systematic Literature Review

Tourism has emerged as one of the world’s largest and fastest-growing industries, contributing significantly to the economic development of many countries. Over the past few decades, tourism has not only become a crucial sector in terms of revenue generation, but also a driver of employment and infrastructure development. However, this rapid growth and the industry's focus on development and wealth creation have not gone without criticism. A growing body of literature has increasingly highlighted the adverse environmental consequences associated with tourism development, pointing to issues such as ecological degradation, overconsumption of resources, and unsustainable practices [1].

Despite these concerns, tourism continues to be a major contributor to national and local economies. As Trip et al. [2] emphasized, tourism serves as a vital source of income for many destinations, while also generating employment opportunities and stimulating local economic growth. Beyond its economic benefits, tourism has the potential to promote social inclusion, strengthen intercultural understanding, and enhance community well-being. As Andrade-Valbuena et al. [3] noted, tourism can act as a powerful instrument for achieving inclusive and sustainable development, generating positive impacts not only economically but also socially and culturally. Therefore, the growing significance of tourism has encouraged governments to prioritize sustainable development strategies that integrate economic, environmental, and social dimensions.

In response to the mounting criticisms and growing demand for sustainability, scholars and practitioners alike have called for a fundamental shift in how the tourism industry operates. Experts advocate moving away from a purely economic focus towards a more holistic approach that emphasizes the long-term sustainability of tourism destinations [4]. This shift has led to the widespread adoption of sustainable tourism models across various sectors of the industry. One critical aspect of this transformation is the integration of entrepreneurship into sustainable tourism practices. As Álvarez‐García et al. [5] asserted, the involvement of new entrepreneurs who act as agents of change plays a pivotal role in creating social, ecological, and economic value, and in supporting broader sustainable development goals.

Entrepreneurship in the tourism sector is now widely recognized as a key driver of economic development, particularly in regions seeking to diversify their economic base [6]. In many countries, tourism entrepreneurship is increasingly seen as a strategic tool for revitalizing underdeveloped or marginalized areas [7]. This has led to a growing academic interest in the role of tourism entrepreneurs, particularly in their ability to innovate, respond to environmental challenges, and support community-based development. As such, the intersection between entrepreneurship and sustainable tourism has become an important field of inquiry within tourism studies.

The tourism industry, while often heralded as a catalyst for economic growth, has also been associated with numerous negative social and environmental consequences. The literature has documented a range of harmful impacts, including human trafficking, the erosion of cultural heritage, the displacement of traditional livelihoods, environmental degradation, and the overall decline in quality of life for local residents in overexploited destinations [3]. These issues have led to increasing pressure from various stakeholders’ politicians, academics, community groups for a transformation in tourism development paradigms, toward models that are more responsible and sustainable.

In response, an emerging line of research has begun to focus on sustainable entrepreneurship as a model for tourism development. This approach positions entrepreneurs not merely as economic actors, but as change agents capable of integrating economic viability with ecological preservation and social equity. Unlike traditional entrepreneurial practices, which often prioritize profit maximization, sustainable entrepreneurship in tourism emphasizes long-term community welfare, cultural integrity, and environmental stewardship. This dual orientation allows for the creation of tourism products and services that are both economically viable and socially responsible.

The value of synthesizing the growing body of literature in this domain is increasingly apparent. A comprehensive review is necessary to understand how entrepreneurship has been linked to sustainable tourism, what theoretical and methodological frameworks have been employed, which geographical contexts have been studied, and what gaps remain. Such synthesis would benefit multiple stakeholders, including researchers, students, policymakers, and practitioners. It would also serve as a roadmap for future research and practice, enabling a more coordinated and evidence-based approach to sustainable tourism development.

To meet this need, one of the most rigorous and widely accepted methods for organizing and synthesizing existing knowledge is the Systematic Literature Review (SLR). SLR provides a structured approach to identifying, evaluating, and interpreting existing research, thereby ensuring transparency, replicability, and comprehensiveness. It combines both qualitative and quantitative techniques, making it highly suitable for interdisciplinary research, particularly in complex fields such as tourism and sustainability. As noted by Janjua et al. [8], although SLR has been applied to various tourism-related themes, its application to the nexus of sustainability and entrepreneurship, especially in rural and community-based tourism settings remains limited.

The systematic approach adopted in SLR helps in capturing research trends, mapping scientific contributions, and identifying influential studies and scholars. Furthermore, SLR can serve multiple purposes: identifying dominant themes and research gaps, evaluating the productivity and impact of journals and authors, developing bibliometric indicators, and guiding the formulation of future research agendas. Given its robust methodological framework, SLR has become a cornerstone in academic inquiry across disciplines and can make a substantial contribution to advancing tourism research.

Despite its relevance, to the best of our knowledge, no systematic literature review has specifically focused on the interplay between entrepreneurship and sustainable tourism. This study seeks to fill that gap by providing a comprehensive SLR of the literature published between 2013 and 2024. Using the Scopus database as the primary source, this study conducts both performance analysis and scientific mapping. The performance analysis focuses on bibliometric indicators such as publication and citation counts, while scientific mapping visualizes key relationships among authors, journals, themes, and countries using tools like VOSviewer.

Accordingly, the objective of this article is to offer a systematic, evidence-based understanding of how entrepreneurship has contributed to the advancement of sustainable tourism. Through a combination of descriptive and relational bibliometric analyses, this study seeks to organize fragmented knowledge in this domain, highlight emerging trends, and provide actionable insights for academics and decision-makers alike. By doing so, this article contributes to building a more integrated and sustainable future for tourism development.

This section presents a synthesis of findings from the systematic literature review on the relationship between sustainable tourism and entrepreneurship. The analysis is divided into six core themes: thematic relationships between variables, publication trends over time, sources and journals, geographical distribution of research, citation metrics, and detailed article-level findings.

3.1 Variable relationships in sustainable tourism and entrepreneurship

Interrelationships between key variables identified through the evolution of literature and content analysis in this systematic review reveals a growing scholarly interest in the intersection of sustainable tourism and entrepreneurship, with publications spanning from 2013 to 2024. These studies were published in reputable academic journals, covering a wide range of geographic regions and employing diverse research designs, including different methodologies, study settings, and sample characteristics.

The results of our bibliometric analysis, visualized in Figure 2, highlight the most prominent themes that emerged from the reviewed articles. Using VOSviewer software, we identified that the most frequently occurring and interconnected topic related to sustainable tourism is community-based tourism (CBT). CBT plays a significant role in linking entrepreneurship and sustainable tourism by actively involving local communities in tourism development processes. This approach allows local stakeholders to participate in decision-making, develop tourism products, and market their destinations.

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Figure 2. Variable relationships

Through such active engagement, CBT creates economic opportunities for local communities, fosters environmental awareness, and promotes cultural preservation. It becomes a means of inclusive tourism development, aligning economic, social, and ecological goals. Consequently, CBT serves as a sustainable and inclusive model that benefits all stakeholders. Prior studies have consistently highlighted the importance of CBT in bridging entrepreneurship and sustainability in tourism [12] (A136); [13] (A132); [14] (A13); [15] (A30); [16] (A43); [17] (A72); and [18] (A81).

In addition to CBT, other emerging themes have also gained prominence in connecting entrepreneurship and sustainable tourism. These include community-based social enterprises (CBSEs), community-based tourism enterprises, social enterprises, social entrepreneurship, sustainability, and the Sustainable Development Goals (SDGs) [14]. These concepts contribute to the linkage through several key mechanisms: empowering local communities, developing local resources, connecting internal and external resources, and increasing community involvement in tourism activities.

Among these, CBSE has been identified as a major driver in integrating entrepreneurship with sustainable tourism. It enables the utilization of local potential, strengthens community participation, and fosters collaborative networks that enhance sustainability in tourism development. CBSEs not only offer economic solutions but also address social challenges through innovative, community-centered business models. They serve as platforms for co-creating value between local communities and other tourism stakeholders.

Therefore, CBSEs are recommended as a critical focus for future research. They embody a strategic approach to sustainable tourism development by fostering innovation rooted in local contexts, promoting inclusive growth, and supporting the long-term resilience of tourism destinations. CBSEs also align well with the broader objectives of the SDGs, particularly in promoting decent work, reducing inequality, and building sustainable communities.

3.2 Number of publications each year

Figure 3 illustrates the annual distribution of publications related to the intersection of sustainable tourism and entrepreneurship from 2013 to 2024. The trend shows a gradual yet notable increase in scholarly attention to this topic over the years.

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Figure 3. Number of publications from 2013 to 2024

The first relevant publication appeared in 2013, marking the initial academic interest in this area. However, the following two years (2014 and 2015) experienced a slight decline in publication activity, reflecting a temporary dip in research output. Beginning in 2016, the number of publications began to rise steadily, signaling growing interest in the field. A significant turning point occurred in 2020, coinciding with the global COVID-19 pandemic. Although 2019 saw a dip in output likely due to the uncertainty and disruptions caused by the pandemic, 2020 experienced a remarkable surge with nine publications. This may indicate a shift in research focus toward sustainable and resilient tourism models in response to the crisis.

The upward trend continued through 2021, which recorded 11 articles. The most substantial growth occurred in 2022 and 2023, with 16 and 17 publications respectively, reflecting heightened global awareness of sustainability issues and a broader recognition of entrepreneurship as a tool for sustainable development in the tourism sector.

3.3 Source of publications

Descriptive statistics regarding the sources of the reviewed studies are presented in Table 1, highlighting the journals that most frequently publish research on sustainable tourism from an entrepreneurial perspective. The analysis reveals that Sustainability (Switzerland) is the leading journal in this domain, with a total of 11 articles, reflecting the journal’s broad scope and strong focus on sustainability-related topics.

Table 1. Journals and number of articles

The Journal of Sustainable Tourism ranks second with 9 publications, followed by the World Journal of Entrepreneurship, Management and Sustainable Development, which contributed 6 articles. These three journals account for a significant proportion of the literature and serve as key platforms for disseminating scholarly work on the intersection of entrepreneurship and sustainable tourism. Other notable sources include the International Journal of Contemporary Hospitality Management with 4 articles, and a group of journals such as Administrative Sciences, Environment, Development and Sustainability, Geojournal of Tourism and Geosites, and Tourism Management Perspectives each contributing 2 publications.

Additionally, a wide range of other journals each contributed one article, indicating that while the core of the literature is concentrated in a few key journals, there is also a diverse and interdisciplinary interest in the topic. These journals span various fields including tourism, management, sustainability, hospitality, innovation, geography, and social sciences, illustrating the cross-cutting nature of research on sustainable tourism and entrepreneurship. This distribution suggests that scholars seeking to publish in this area should consider these leading journals while also recognizing the potential for interdisciplinary engagement through a variety of other publication outlets.

3.4 Country

The literature review reveals significant geographic patterns in research on sustainable tourism from an entrepreneurial perspective. Notably, Indonesia and Thailand emerged as the countries with the highest number of studies, highlighting their strong presence in sustainable tourism discourse (Figure 4 and Table 2).

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Figure 4. Number of publications per country

Table 2. Summarizes key sustainable tourism practices from the five most frequently studied countries

Indonesia was frequently featured due to its vast potential in developing sustainable agro-tourism. The country’s abundance of natural and cultural resources creates an ideal environment for integrating agriculture and tourism in a sustainable manner. Furthermore, the involvement of various local communities in agro-tourism initiatives underscores a collaborative ecosystem that fosters sustainability. These initiatives provide valuable insights into how tourism can empower local communities while preserving the environment and cultural heritage. Key publications focusing on Indonesia include articles A1, A19, A38, A49, A61, and A80.

Similarly, Thailand has a long-standing reputation in advancing community-based tourism (CBT). As one of Southeast Asia’s most visited tourist destinations, Thailand offers a rich mix of cultural, natural, and historical attractions. Its CBT initiatives demonstrate how local communities can actively contribute to sustainable tourism development through environmental education, stakeholder collaboration, and the creation of sustainable infrastructure. Articles A13, A31, A81, A105, A106, and A133 are among the studies centered on Thailand.

Beyond national case studies, several researchers have adopted a global perspective. The systematic literature review identified five studies (A5, A57, A58, A86, and A130) that conduct global reviews of sustainable tourism practices. These works provide broader insights into international trends, opportunities, and challenges in aligning tourism with sustainability and entrepreneurship. Other countries with notable contributions include Portugal, Spain, and Greece, each represented by four articles. These countries have demonstrated various sustainable tourism practices, ranging from environmental conservation to the promotion of cultural heritage and the development of inclusive tourism models.

3.5 Citation analysis

Figure 5 and Table 3 present the most cited authors whose works discuss the relationship between sustainable tourism and entrepreneurship. The data is sorted based on the three highest citation counts.

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Figure 5. VOSviewer output from the author

Table 3. Most cited articles on sustainable tourism and entrepreneurship

Note: The Art. IDs in this table are cited in-text as A+number (e.g., A136, A132, A13, A30, A43, A72, A81, A1, A19, A38, A49, A61, A80, A31, A105, A106, A133, A5, A57, A58, A86, and A130), referring to specific literature in the References.

The most influential author is Barbieri [19], with 151 citations, recognized for providing critical insights into the sustainability of agritourism in comparison to livestock-based agricultural businesses. This research offers an in-depth understanding of the economic, environmental, and social impacts of agritourism, forming a strong foundation for sustainable policies and practices in the agricultural sector.

The second most cited author is Jaafar and Rasoolimanesh [20], with 77 citations, who explored the characteristics and constraints faced by tourism entrepreneurs. Notably, the study highlights that most entrepreneurs are women with low levels of formal education, encountering challenges in accessing governmental support and community incentives. These findings are particularly valuable for scholars, practitioners, and policymakers concerned with inclusive tourism development. Ranked third is Chan et al. [21], with 71 citations, whose research contributes significantly to understanding the impact of gentrification on sustainable tourism, especially at World Heritage Sites. The study introduces the innovative concept of "self-gentrification," emphasizing how indigenous entrepreneurship can help preserve cultural heritage and sustain local communities.

Furthermore, several other influential studies—despite being relatively recent have already received over 50 citations. For instance, Chan et al. [21] addressed the link between women’s empowerment and tourism development across different countries. Luu [26] contributed to the field by analyzing green creativity and green management in tourism businesses. Tiago et al. [24] focused on digital sustainability communication among small and medium-sized tourism enterprises. These highly cited studies indicate that the most impactful themes in the literature include agritourism sustainability, gender and entrepreneurship, gentrification and local heritage, digital sustainability strategies, and green innovation in tourism businesses.

3.6 Analysis based on research results

The research findings compiled from various articles, as outlined in the appendix, reveal a broad and interconnected landscape of issues, challenges, and opportunities related to the development of sustainable tourism. One of the most consistent and critical themes emerging from the literature is the importance of collaboration among key stakeholders. The successful implementation of sustainable tourism initiatives often hinges on the cooperative engagement of farmers, businesses, governmental bodies [88], and academic institutions. These collaborative efforts are essential not only for ensuring the long-term viability of tourism ventures but also for integrating tourism into broader community and regional development strategies. In several studies, the active participation of local actors has been shown to significantly improve the design and outcomes of sustainable tourism models.

Another important aspect highlighted in the research is the necessity of careful and contextual evaluation before launching ecotourism operations. Ecotourism, while promising in terms of balancing economic development with environmental conservation, requires a thorough assessment of its potential environmental and social impacts. This includes understanding the role of ecolodges and the growing field of ecolodge entrepreneurship, which are central to ecotourism practices. These facilities must not only minimize ecological footprints but also contribute meaningfully to the local economy and cultural preservation [89]. Consequently, researchers stress the need for strong regulatory frameworks and community involvement in ecolodge planning and operation.

The studies also emphasize that perceptions of environmental sustainability vary depending on individual motivations, awareness of climate change, and the degree of community engagement. In some cases, personal or business interests may conflict with sustainability goals, highlighting the importance of aligning individual incentives with collective environmental outcomes. Additionally, the research underscores the role of climate change as both a driver and a challenge for sustainable tourism. As climate-related issues increasingly affect tourism destinations, particularly in rural and coastal areas, adaptive strategies and proactive policies become essential.

Strengthening the tourism value chain by involving local communities emerges as another vital component of sustainable tourism development. This includes integrating small-scale local producers, service providers, and cultural practitioners into the tourism ecosystem. Doing so not only supports local livelihoods but also enriches the visitor experience through authentic cultural exchanges and region-specific attractions. Furthermore, human capital and innovation capabilities are repeatedly identified as key drivers of sustainable regional tourism. Investments in education, skills development, and entrepreneurial support are crucial for enabling communities to initiate and maintain tourism enterprises that are both economically viable and environmentally responsible.

In rural tourism contexts, specific challenges such as limited social interaction, lack of structured visitor experiences, and difficulties in maintaining sustainability over time are frequently noted. These issues often stem from infrastructural limitations, insufficient marketing strategies, or weak institutional support. To address these challenges, researchers suggest tailored interventions that take into account the unique social in the form of a marketing strategy on social media by emphasizing tourist trust [90] and environmental dynamics of rural areas. Effective policy measures, community education, and access to financial resources can significantly enhance the resilience and attractiveness of rural tourism destinations.

An important yet sometimes overlooked dimension in sustainable tourism development is gender. Several articles emphasize the critical role of women in tourism entrepreneurship, particularly in relation to climate change adaptation and policy-making. Women often serve as key agents of change within their communities, and their inclusion in tourism planning and operations can yield broad social and environmental benefits. Their contributions range from managing hospitality services and guiding tours to leading community-based conservation initiatives. However, structural barriers such as limited access to capital, education, and decision-making opportunities must be addressed to fully harness their potential.