Gazing sustainable tourism in Southeast Asia

Purpose This article thoroughly explores the approaches, challenges and disputed sustainable tourism concepts in Southeast Asia. It explores sustainable activities constructed by the hobbies of tourists, as well as the factors that impede the awareness of sustainable tourism. Design/methodology/approach Upon the results obtained by purposive analysis on literature, the sustainability studies lens traces its roots back to ideas like political ecology and governance theory. The sustainability studies lens describes the process of contestation and the mechanism of sustainability discourse. Findings Despite strong coverage commitments, tourism within the destination continues to privilege economic development over environmental protection and equity. The environment is degraded through greenwashing and a lack of consideration for voices. At the identical time, the COVID-19 crisis provided a danger to dominant development paradigms with new sorts of tourism. Research limitations/implications In a multi-site study across Southeast Asia, a longitudinal study analyzing the outcomes of changes in the scope and implementation of certification schemes and environmental, social and governance principles, future research should expand on these conclusions. While empirical research on the proposed Industry-Academy Hub model is expected to test its viability as a framework for collaborative efforts, comparative studies across other regions around the world could place Southeast Asian findings within broader international debates. Practical implications To ensure sustainability commitments transcend mere gesture politics, they highlight the importance of enhanced governance frameworks, strong enforcement and an anti-greenwashing law. Taking into account transactional ecological limits and cultural sovereignty, it is crucial to note the significance of mainstreaming sustainability in operations, as opposed to focusing on branding sustainability operations for business operators. Social implications In relation to the ethical issues of inclusivity, justice and fairness in the development of sustainable tourism, the present study has significant social implications, especially in relation to the Southeast Asian tourism community. Originality/value Indeed, as a new paradigm of the interdependencies between Southeast Asian tourism practices and sustainability discourses, the present article provides a space for industry-academic collaboration, which is a necessity in a proper understanding of governance and power relations and the development of more efficient policy instruments.