Tors, moors and ponies: a case study of stakeholders’ perspectives on mindfulness and sustainability at a nature-based tourism destination in the UK

Purpose - This study explores stakeholders’ perspectives on sustainability at a nature-based tourism destination in the UK, approached through the lens of socio-cognitive mindfulness theory. Specifically, this study attempts to find out how stakeholders work with special qualities of place to engage with visitors to contribute to their level of mindfulness. Design/methodology/approach - This study employs a qualitative exploratory research design using semi-structured interviews that were conducted with 19 stakeholders associated with key authorities, businesses and charities in Dartmoor National Park. Thematic analysis of the semi-structured interviews with the key stakeholders is included. Nvivo was employed to categorize the complex process. Findings - Several crucial findings emerged. Stakeholders revealed how Dartmoor’s special qualities, visitor control, novelty, and connecting with visitors, not only contributed to local and business development but also promoted mindfulness and sustainable practices. Businesses, organisations, administrative bodies and charities work closely with each other to protect both nature and local communities in the area. However, they are faced with some existing challenges relating to a lack of information. Originality/value - This study offers an original and innovative application of mindfulness theory to the consideration of supply-side perspectives on sustainability in visitor–environment relations. In doing so, the research provides new insights into these relationships that can help to promote positive engagement with natural settings.