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While government is known to provide political guidance and exercising its executive function, it is also has regulatory powers through laws it enacts. In fostering sustainability, it is important to inquire how government's role can be innovated to facilitate sustainability, particularly in the travel and tourism industry. By reviewing tourism governance literature and mapping governance roles in the travel and tourism industry, this chapter creates a policy framework that underscores a new approach to tourism governance. We underscore that government's role must pivot toward being more developmental than regulatory so that it can effectively stimulate the market to sustainability by fostering value creation, supporting manpower capacitation, ensuring health and safety, and protecting the environment. This can be done if government will not fix the market and promote free market policymaking.

Environmental protection and conservation have been closely linked with the promotion of sustainable tourism across destinations. This is underpinned by the assumption that the environment and tourism have an interdependent relationship – where tourism activities need to support the preservation and conservation of environmental areas so that such economic activities can be sustained. That is a balance must be struck between the two. Within these two areas, women have been recognized to play a crucial role – in tourism, women were seen to dominate the industry's workforce globally; in environmental efforts, women were believed to play a key role in supporting such initiatives across societies. In both areas, women's efforts, despite being crucial to the achievement of sustainability, are often perceived as small and thus overlooked. Despite these, little has been said about their experiences in promoting sustainable tourism. To contribute to discourses promoting the idea of “thinking small,” this chapter looks at women's tourism-related environmental efforts that are often seen as small and overlooked, alongside their experiences in being involved in these initiatives.

The tourism industry's deep interindustry linkages makes it a significant engine of growth for an economy. When aligned with specific sustainability goals, it becomes an effective means of inclusive prosperity and environmental protection. Coming fresh from the lockdown, investors and stakeholders are more conscious of their investing and spending decisions preferring more and more businesses and industries with sustainable business practices (Leal Filho et al., 2022). Specifically, tourism's generation of business and customer values must also extend to generation of value to the environment, society, and even on governance (GIZ, 2020). This chapter, using a system's view approach, demonstrates how activities in the tourism value chain – besides being an engine of growth – can also be the vehicle to attaining environmental, social, and governance (ESG) aspirations.

The COVID-19 pandemic has reduced much of the complexities of human life, which has affected the multifaceted socioeconomic dimensions and sectors around the world. One of the main consequences of the pandemic is the reduction in physical mobility and shifting toward a more digitally enhanced platform, where activities may be continued given the imposed physical limitations. Global supply chains were broken down into regional and even local ones and travel has been reduced significantly across leisure and nonleisure reasons, among others. While we recognize that these changes would require substantial capital and financial investments, these will not be put to waste given that emerging models, practices, and trends are the “silver linings” of the pandemic onto the tourism sector. Given that one emerging advocacy is the sustainability of tourism destinations under the backdrop of environmental awareness, care, and sustainable use, we also look at how tourism goods and services are put on sale given the adoption of new models. Finally, we envelope the pandemic experience and the induced iterations of local tourism initiatives as an opportunity to look for new and revitalized tourism innovations toward the “next normal.”

This study investigates customer‐value based marketing activities in emerging or new fast‐growth ventures. A contextual analysis of interview data identified seven customer‐value based marketing activities actively pursued synergistically by fast growth firms: employee branding, target marketing, marketing planning marketing/market research, product differentiation via quality, relationship marketing, and guerrilla marketing. These elements form a complex web in which each marketing activity complements the other. There are three main implications: all marketing activities are intertwined, in line with marketing theory and practice associated with large firms; most marketing activities undertaken are low cost; and establishing a winning reputation is an important objective. CEOs associate reputation with brand building via employees.

Sustainable tourism development is currently a practice for most destinations in the world. It is associated with conceptualizing, implementing, and monitoring policies and programs with balanced economic, sociocultural, environmental, and politico-administrative implications. It is manifested through understanding and integrating the significance of tourism resources, specifically sites and attractions, and the perspectives of primary and secondary stakeholders. This book chapter explicated the significance and implementation of value and rights-based approaches to tourism development through the case of the Samar Island Natural Park (SINP) in the Philippines. It highlighted the value of SINP based on its natural and cultural heritage significance and the perspectives of People's Organizations as tourism front liners of SINP. In the end, a Sustainable Tourism and Strategic Development Framework was explained as the by-product of interconnecting the value and rights-based approaches. The discourse recognizes the interaction between preserving the park's natural integrity and maximizing its tourism potential for the benefit of the local communities and also examines the different aspects of SINP – its vibrant ecosystems and rich cultural legacy, that set it apart as a unique destination.

Informality in the tourism sector of the Philippines is a pervasive phenomenon, yet only few studies have explored the former's contribution to the latter, especially at the local level. Hence, this chapter utilizes a tourism value chain model developed by the United Nations World Tourism Organization and Directorate-General for Development and Cooperation (DEVCO) to determine the presence and examine the role of the informal sector in various spheres of Binondo's tourism industry. Findings reveal that informality is thriving in the areas of transportation, food and beverage, handicraft, leisure, excursion, tours, and support services. Conversely, they are inexistent or less visible in the accommodation and tourism assets in destination segments. Moreover, the fragmented tourism value chain of Binondo is heavily shaped by three primary challenges, namely, difference in perception between decision-makers and economic actors, resistance to change by the informal sector, and lack of relevant data to support evidence-based policymaking. To address these issues, the local government of Manila City may hence consider the following policy options: (i) mainstream a “whole-of-locality” approach, (ii) conduct an industry mapping of Binondo's tourism value chain, (iii) facilitate linkages between formal and informal businesses, (iv) develop shared infrastructure and extend capacity-building to the informal sector, and (v) employ a regulatory sandbox approach.

This chapter focuses on cycle tourism using Bambike (Bamboo Bike) as sustainable transportation in the heritage site of Intramuros to promote cultural awareness and environmental preservation. Bambike is a bicycle where parts are made from natural bamboo and abaca with aircraft grade alloys tested for durability that passed the standards in the industry. The purpose of this chapter is to determine the value of cycle tourism using Bambike to promote green tourism in Intramuros and preserve its attractions. Its significance and benefits as to economic, environmental, and sociocultural impacts have been analyzed. The information source and data collection for this research was from the selected local and international tourists in Intramuros who have experienced and booked a trip with Bambike. An interview with structure questionnaire was done for the tourists and Bambike staff. It was concluded that Bambike can contribute to create site awareness leading to desire to preserve the heritage sites of Intramuros.