A Quantified Triple Bottom Line for Tourism: Experimental Results

The tradition of tourism businesses and regional tourism industries is to measure their value to the host community by jobs, wages, and tax revenues even though every member of that community is affected on a daily basis through a broad variety of impacts. This article demonstrates a conceptual approach for measuring the relative importance of the major dimensions of community quality of life that can be influenced by the tourism industry in order to calculate an indication of overall impact on the well-being of community residents. Furthermore, we have formulated an example conjoint model that values this overall performance in monetary units. This model is successfully implemented using samples of college students and tourism industry professionals in the United States and Cyprus. A monetary version of triple bottom line impacts is calculated for the impacts of changes to a specific hypothetical tourism business. Recommendations are made for the extension and application of this approach to implementing sustainable tourism.