This paper conceptualises a new tourism phenomenon: overtourism. Conceptualisation is based on relevant tourism knowledge on sustainability and related responsibility. The proposed model, presented in concise pictorial form, brings together the tourism capacities of the ‘sustainability pillars’ as well as the novel ‘socio-psychological’ and ‘socio-political’ capacities. Ultimately, the model may assist in monitoring, diagnosing and influencing the risks of any unsustainable tourism situation. The proposed novel capacities add to growing academic call to revisit the contemporary academic and practical approaches to tourism and sustainability, based on its low efficacy in practice. Paper suggests to extend and update the existing sustainable tourism paradigm to encourage more sustainable tourism strategies, policies and their more effective implementation.
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