Mohammad Iqbal, Riyanto, Wilopo, Supriono, Nur Yudiono, Muhamad Robith Alil Fahmi
This study aims to explore and highlight the view of responsible tourism that constitute of clean, health, safe and environmental sustainability (CHSE) as an effort to be applied in the post-covid period in tourism destinations. The literature shows that sustainable tourism and the formation of shared values have one thing in common where orientation to the business sector and environmental responsibility are the outcomes of the two concepts. The results through the qualitative research with small medium tourism enterprises (SMTEs) from various sectors and regulators in Malang Regency show that the process of agreement towards a business and environmental-oriented value is a form of the practice of creating shared value. The adaptation of SMTEs’ to crisis includes: the application of CHSE certification as a form of shared value, as well as regulations to support the implementation of tourism in the new normal are the issues that arise in this research. Finally, the findings in this study indicate that the application of sustainable tourism based on the formation of shared values supported by the appropriate regulations can be a solution in preparing tourism in the new normal era after the covid-19 pandemic. © 2025 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Faculty of Administrative Science, Brawijaya University, Malang, Indonesia; Faculty of Vocation, Brawijaya University, Malang, Indonesia; Master of Business Administration Program, Faculty of Administrative Science, Brawijaya University, Malang, Indonesia
