Tourism as Industry and Field of Study: Using Research and Education to Address Overtourism

Purpose: The purpose of this article is (1) to highlight the dual, Janis-faced, nature of the study of tourism as an industry and as a field of study; (2) to discuss how education is used to promote sustainable tourism and prevent overtourism, both in the academic arena as well as where tourism occurs; and (3) to offer suggestions concerning the value of education as an avenue for harmonizing the Janus-faced character of tourism, in order to foster a tourism industry that can better achieve global sustainability. Design/methodology/approach: This paper combines literature review with assessment. The authors use existing literature on overtourism, tourism education, and critical tourism studies to provide insights into how education can help enhance sustainable tourism practices. Findings: The authors find that there are two “faces” of tourism education, one focusing on growth and capital accumulation, and the other on the critical analysis of tourism, highlighting problems with the industry. The authors propose that this Janus-faced approach to tourism education should be reconciled to enable the promotion of sustainability in the industry and in tourist destinations. Practical implications: This chapter outlines an educational path for tourism and hospitality programs, as well as for local publics, to foster more sustainable forms of tourism and avoid overtourism. Unsustainable tourism, however, is a global problem that requires a concerted international solution. Originality and value: The authors apply the concept of Janus-faced tourism to better understand the divergence between theoretically oriented tourism education in the academy and practically oriented tourism education in management and hospitality schools. This analysis offers suggested paths towards transforming education in both hospitality schools and in local destinations to foster scale-appropriate forms of sustainable tourism. Keywords: Overtourism, sustainable tourism, tourism education, critical tourism studies, Janus-faced tourism