Sustainable Tourism Development: Different Shades of Green

This case is based on a field study conducted to determine what impact multinational brands’ agreements have on a developing country’s pursuit of sustainable tourism development. Costa Rica was selected because of its status as a developing country, international perception that it is an example of sustainable tourism development, and its popularity among travelers from North America, the source of the majority of travelers to Costa Rica. Through excerpts from interviews with tourism industry operators, government, and academic leaders, the case shows students different perceptions of what sustainable tourism development means to different sectors of the tourism industry, and what impact multinational brands franchising agreements have on sustainability of tourism development.