Análisis del papel de los operadores turísticos en el ecoturismo desde la economía austriaca
Resumen
This article examines the role of tour operators (TOs) in ecotourism destinations through the lens of Austrian environmental economics. In contrast to the neoclassical approach, which considers environmental issues as market failures requiring government intervention, the Austrian perspective views them as coordination failures caused by dispersed knowledge, subjective valuations, and inadequate institutional frameworks. Using a theoretical-analytical method based on praxeology, the study suggests that TOs act as entrepreneurial coordinators who detect shifts in tourists’ environmental preferences and adapt their services accordingly, influencing other actors in the supply chain. The analysis includes heuristic illustrations of firms such as TUI, Intrepid Travel, and Naturetrek, which promote sustainability through decentralised initiatives without relying on external regulation. These cases demonstrate how entrepreneurial action can improve environmental quality by responding to market signals. The study concludes that TOs should not be seen merely as intermediaries, but as institutional entrepreneurs with a key role in environmental governance. Instead of imposing uniform regulations, public policies should enable flexible institutional arrangements that reinforce property rights and encourage entrepreneurial adaptation. This approach provides a more dynamic and context-sensitive understanding of sustainability in tourism.
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