Policies for Sustainability Transition in Tourism Destinations—The Case of Lucerne

The article analyzes how tourism businesses can be activated for sustainability by destination management organizations and how a destination sustainability program can be used to promote sustainable development. Based on an applied research project in the canton of Lucerne in Switzerland, different approaches to mobilizing and activating tourism companies for sustainability are analyzed and successful strategies are identified. Experience shows that regular communication via various channels and the involvement of tourism partners are key. Direct contact between the representatives of the destinations or associations and the tourism companies is the most promising way of mobilizing them, although this also involves a great deal of effort. While intrinsically motivated businesses usually hardly need any external incentives, a considerable proportion of businesses only become active when either concrete financial incentives are promised, or they are forced to do so by regulatory requirements. The experience gained from the implementation of various mobilization strategies and their analysis enabled the authors to develop and put up for discussion a typology of motives and associated mobilization strategies.