Institutional theory in tourism research: new opportunities from an evolving theory

Abstract In this perspective paper, we bring institutional theory to the attention of tourism research as a valid and evolving theory that can contribute to tourism analysis. We show that institutional theory is still underused in tourism and we develop a series of propositions on how it can be helpful for analyzing destination image and the fit between destination image for tourists and for the local population. Specifically, we show how the central institutional concepts of legitimacy, isomorphism, hybridization, and categorization influence the image strategies of destinations. We contribute to institutional theory by discussing the use of an institutional approach in tourism and to tourism research by providing the analysis of traditional issues with the use of institutional theory.