The Relevance of Debunking Sustainable Myths for Theory and Practice

Research on sustainable business models has expanded considerably, reflecting the growing need to align organizational strategies with sustainability goals. However, the theoretical fragmentation within this field has led to unchallenged assumptions in which existing paradigms are reinforced rather than questioned. This chapter introduces myth-busting as an approach for researchers and practitioners to debunk taken-for-granted assumptions in sustainable tourism management. By actively dismantling myths, both researchers and practitioners can improve deeper critical thinking and strengthen multidisciplinary collaboration. Embracing a myth-buster mindset enables researchers and practitioners to think better, ask more relevant questions, and make smarter decisions in research, policy, and practice.