Action research in Sustainable Tourism: orientation of decision-makers and development conditions

Minor rural areas rely on local decision-makers to development towards sustainability. This qualitative study, conducted with an action research approach, aims to help decision-makers of a rural area to convey to an integrated strategy for sustainable development through slow tourism. It highlights four sustainability orientation profiles of decision makers, with different levels of reactivity or proactivity orientation in response to sustainability issues, depicting different personal motivations.