Cultural Sustainability Tourism Lessons from the Amazon to the Mediterranean

Abstract

Increasing global sustainability crises and climate-change are impacting on biodiversity loss. The terms ‘net-zero’, ‘green transition and ‘green-skills’ are increasingly used, but many employees in the tourism sector do not know what this means, nor the relevance of green-skills in their own roles. This exploration addresses an overlooked area of workplace learning, competencies development, for the people expected to drive the massive levels of change required in the tourism sector in Greece. The aim is a multidisciplinary, conceptual framework for knowledge, skills and attitudes, in sustainable tourism management, underpinned by theory in learning transfer and experiential learning, with pedagogy anchored in community-cultural insight, including bee-keeping, and storytelling for making sense of sustainable tourism development. Through an enquiry lens of Greece tourism, the methodology reviews academic and practitioner studies about sustainable tourism education and citizen-science models from The Amazon (Peru). Findings suggest a ‘talk-act’ gap as many Greek tourism professionals do not know what green management competencies are, but think they do, which can manifest in inadequate skills. Adaptation of citizen-science style learning and storytelling, focused on bees and honey, could play a role in developing sustainability management competencies for tourism sector employees in Greece, with the potential for adaptation and escalation for other locations.

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