Claire Beach: Achieving "100% Pure"

New Zealand's famous "100% Pure" marketing campaign is globally recognised and attracts millions of visitors annually. Fulfilling this promise, however, requires New Zealand's tourism firms to transition to more sustainable forms of tourism. My research examines how sustainable transitions unfold across the tourism industry by linking macro-level pressures and industry dynamics to individual firm behaviours. By deepening our understanding of cross-level interactions, we can identify drivers that act as levers to accelerate sustainable transitions and pinpoint barriers where policy interventions are needed to prevent them from undermining or hindering progress towards more sustainable tourism. In this research, we identified over 100 drivers and barriers. We focus on the three most important drivers and barriers at the national, regional, and firm levels to accelerate sustainable transition in tourism.