“…In 2018, a similar search yielded 8,500 results in Web of Science (Sánchez-Cañizares et al, 2018). Regardless of the sheer volume of research, the conceptual vagueness and hereby implicit practical implications of sustainable tourism make it a controversial subject (Bramwell, Higham, Lane, & Miller, 2017;Ruhanen, Moyle, & Moyle, 2019). Butler (1999) addressed the ambiguity of sustainable tourism, which had resulted in a certain label or rhetoric being associated with the concept worldwide (Hardy, Beeton, & Pearson, 2002) and in circular discussions in academia, not because it lacked a definition but because it had too many (Butler, 1999).…”