Sustainability Reporting and Research and Development in Tourism Industry: A Qualitative Inquiry of Present Trends and Avenues

Sustainability reporting has become a major part of reporting the organizational sustainable performance for any industry. Despite the voluntary requirements of the nonfinancial information across the globe, corporations are still ought to report their sustainable performance. This study revolves around the dimensions of sustainability reporting by the tourism industry. The tourism industry is one of the crucial industries that impact the triple bottom line in a radical way. So, this industry is ought to report its sustainable performance to the stakeholders timely to ensure the sustainable travel and promote sustainable practices. The study provides a qualitative overview of the sustainable information reported by tourism stakeholders with the help of content analysis of sustainability reports. The analysis has been performed to analyze the sustainable performance in the sustainability reports of the five major corporations ranked on the CEO Magazine. The study focusses on the corporate actions such as investment in research, development, and innovation for improving the sustainable tourism and travel. Out of the top ranked companies, only one company is paying higher focus on sustainability reporting. This chapter further provides a discussion on the sustainable activities undertaken with the help of innovation or technology such as artificial intelligence to streamline the sustainable operations.