Creating Shared Value for Sustainable Tourism Development: A Study of Select Indian Destinations

ABSTRACT Destination management and governance policies continue to face persistent challenges in balancing economic objectives with social and environmental expectations. Creating Shared Value (CSV) holds promise by aligning business competitiveness with societal well‐being, yet limited knowledge hinders its adoption in destination governance. The study assesses the potential of CSV to address recurring concerns in sustainable destination governance and generate socio‐economic and environmental value. Using Indian destinations as a context and drawing from interviews of managers of Destination Management Organizations (DMOs), the study identifies the various stakeholder concerns, the strategies currently adopted to address them, and develops suitable CSV initiatives aligned with destination typologies, challenges, and attributes. By operationalizing CSV at the destination level, the study offers practical implications, advancing CSV from conceptual discourse to practical application in sustainable destination management and governance.