Digital narratives of responsible tourism: A content analysis of Sri Lankan tour operators’ websites

Abstract

Tour operators appear to be prominent intermediary partners in the tourism sector. Tour operators highly consider the trend of being responsible and sustainable in their tour operations due to market demand for these aspects. The purpose of this study is to examine the contribution of tour operators in ensuring responsible tourism within their operations, as reflected on their official websites. The study employed two research objectives: to identify the commonly highlighted key themes in tour operators’ websites and to determine the undervalued aspects of responsible tourism on tour operators’ websites in Sri Lanka. The study employed a qualitative approach, focusing on a sample of 30 official websites of tour operators in Sri Lanka. Data were collected by thoroughly reviewing the content of these websites, and the gathered data were analysed through deductive thematic analysis. Six key themes were extracted from the 2002 Cape Town Declaration, which characterises responsible tourism in terms of: (i) minimizing impacts, (ii) generating economic benefits for host communities, (iii) involving local people in decision making, (iv) conserving natural and cultural heritage, (v) providing meaningful connections between tourists and local people, and (vi) being accessible and (vii) being culturally sensitive. After exploring the web content, the sub-themes and evidence were identified during the data analysis. The findings reveal that tour operators in Sri Lanka focus on minimising impacts, providing meaningful connections between tourists and local people, conserving natural and cultural heritage, and generating considerable economic benefits for host communities. Themes such as being accessible, cultural sensitivity, and involving local people in decision-making are identified as undervalued aspects of responsible tourism in tour operators’ businesses. The tour operators mostly emphasise the richness of culture and the beauty of natural resources and destinations, catering to market demand. However, responsible travel to natural areas and cultural settings should be further emphasised in web content. The study’s findings offer deeper insights into the imbalanced attention given to crucial dimensions of responsible tourism, particularly cultural respect and preservation, which can lead to the depletion of authentic cultural resources, as well as the extreme commodification and touristification of tourism products over time. The study provides insights for practitioners in the tourism industry to apply a holistic approach, integrating environmentally, socio-culturally, and economically responsible strategies into their websites’ presence.