The tourism industry has boomed in recent decades. The industry's extremely rapid growth has been marked by an ever-increasing flow of tourists, leading to overcrowding in destinations and permanent changes in the lives of local people. The over-concentration of visitors has deteriorated the quality of the tourist offer and, as a result, tourist experience, as the offer has begun to focus mainly on mass tourist consumption. In addition to the quantitative dimension, changes are also evident at the qualitative level, which includes, in particular, the ecological damage caused by mass visitation. All the negative consequences caused by tourism have given rise to various new concepts such as alternative tourism, sustainable tourism and ecotourism. These new forms aim to reduce the negative effects of tourism. The concept that is most relevant today is sustainable tourism. It refers to a form of tourism that is environmentally sustainable, economically viable and recognised by society. The interest in promoting sustainable forms of tourism in destinations is growing immensely today. The aim of this thesis is to identify how sustainable forms of tourism have developed in Tenerife, and to investigate how the development of these forms and the island's tourism model are perceived by the local population. The thesis also aims to explore how the local population perceives the effectiveness of measures to promote sustainable tourism and where they see obstacles to their implementation.
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