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Purpose

The purpose of this paper is to explore the barriers to sustainable tourism management (STM) implementation in a protected area (PA) of a developing country, India, by taking a case study of National Chambal Sanctuary (NCS).

Design/methodology/approach

This study develops a framework to analyse the interaction among a set of barriers of STM using the interpretive structural modelling approach.

Findings

In this study, 16 relevant barriers responsible for the failure of STM in Indian scenario have been selected. The lack of coordination among various stakeholders and the lack of government incentives are found as the most significant barriers among the selected barriers of STM implementation in the sanctuary.

Research limitations/implications

This study provides most influencing barriers and how these barriers hinder the sustainability efforts in NCS. The study’s main limitation is its generalisation. The problems in implementing sustainable practices may differ with the region.

Practical implications

This study provides strong practical inferences to both practitioners as well as academicians. The practitioners are suggested to focus on identified barriers and formulating strategies to achieve sustainability in the tourism sector. Academicians may propose the solutions and necessary interventions for identified barriers.

Originality/value

Identification and presentation of barriers to STM implementation in the context of a PA are rare to find in literature.

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