Wittenborg Associate Professor Explores Sustainable Tourism Adoption in China
Wittenborg Associate Professor Explores Sustainable Tourism Adoption in China
Wittenborg Associate Professor Explores Sustainable Tourism Adoption in China
Study by Ahmed Mehta Focuses on Factors Influencing Local Entrepreneurs
Wittenborg associate professor Ahmed Mehta is the lead author of a newly published paper, ‘Empowering sustainable futures: local entrepreneurs’ adoption of sustainable tourism practices in China: a TAM‑based study’. The work was co-authored by Rauf Abdul, Head of Wittenborg’s School of Business, alongside Muhammad Asif (UE Business School, Pakistan) and Muhammad Farrukh Shahzad (Beijing University of Technology, China).
Published in the Journal of Environmental Studies and Sciences (JESS), the study investigates the influence of perceived usefulness, ease of use, awareness, attitude and government support on the adoption of sustainable tourism practices among Chinese entrepreneurs.
The research is based on the Technology Acceptance Model (TAM), which aims to shed light on the processes underpinning the acceptance of technology, particularly perceived usefulness and perceived ease of use. Additionally, the study considers other important factors such as the awareness of sustainable tourism practices, entrepreneurial attitudes towards sustainability, social influence and the support from local government and institutions, which play a pivotal role in encouraging local entrepreneurs to adopt sustainable tourism practices.
According to Mehta, the importance of sustainable tourism practices (STPs) has grown in response to global trends such as climate change, over-tourism and cultural degradation, which pose significant challenges to the sustainability of tourism destinations. He highlights that the integration of sustainable practices into tourism has become a global priority, with governments, international organisations and industry stakeholders advocating for more responsible tourism models.
“Local entrepreneurs play a crucial role in promoting STPs, as they are often the primary drivers of tourism activities in their communities. By adopting and implementing sustainable practices, these entrepreneurs not only contribute to environmental conservation and cultural preservation but also enhance the economic resilience of their regions,” says the researcher.
Why support networks matter
Drawing on a quantitative methodology, the authors gathered data from 358 entrepreneurs across prominent Chinese tourism hubs like Beijing, Shanghai, Guilin, Xi’an and Lijiang.
The paper reveals that while awareness of sustainable practices and a positive entrepreneurial attitude are essential, they do not directly translate into adoption. Instead, these factors play a critical mediating role, strongly influencing an entrepreneur’s perception of the practices’ usefulness and ease of use. “Our findings show that simply telling an entrepreneur about the benefits of sustainability isn't enough,” Mehta explains. “The real change happens when they see these practices as something that will genuinely help their business and that won’t be overly difficult to implement. You have to demonstrate the tangible benefits and make the process as seamless as possible.”
A particularly compelling finding of the research highlights the role of government support. “This support, which includes policy frameworks, incentives and educational programmes, not only directly encourages adoption but also enhances the perceived usefulness and ease of use for entrepreneurs. When governments actively promote sustainability, they create an enabling environment that reduces perceived risks and costs, making it easier for business owners to commit to these practices,” Mehta emphasised.
The study offers valuable practical implications for the tourism sector, urging policymakers to design targeted support programmes that are both accessible and demonstrably useful. The authors also advocate for training and mentorship programmes that cultivate positive attitudes and simplify the integration of sustainable practices into daily operations.
The research also delved into the moderating role of social influence and found a significant relationship between social influence and government support. Mehta points out that, in a collectivist culture like China, social norms and peer expectations can amplify the impact of institutional backing.
“This means that when a government initiative is endorsed by a community, it becomes even more effective at encouraging adoption. Therefore, policymakers and tourism planners may leverage community networks and influential industry leaders to promote their initiatives, creating a ripple effect that goes beyond financial incentives. Nevertheless, it must be stressed that personal values or motivations primarily guide individuals’ awareness and entrepreneurial attitudes towards sustainable tourism,” he concluded.
WUP 19/09/2025
by Ulisses Sawczuk
©WUAS Press
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