From niches to regime: sustainability transitions in a diverse tourism destination

Until the end of WW2, the Margaret River region (MRR) was a popular domestic destination based on cave explorations. A series of incremental innovations between the 1950s and 1990s reconfigured the destination into a thriving international tourism destination that offers diverse experiences based on wine, surf, and nature. Nonetheless, contemporary external and internal forces are stimulating another shift – one towards sustainability. Apart from the global pro-sustainability agenda, this sustainability transition in tourism is mainly driven by two emerging niches: eco-accreditation and grassroots organisations. This paper adopts the multilevel perspective (MLP) – a commonly adopted framework in the sustainability transitions research field – and combines it with a typology of tourism innovation to examine the evolution of the MRR as a tourist destination. The paper addresses the ongoing sustainability transition in the MRR and discusses both top-down and bottom-up initiatives that stimulate it. In order to provide a holistic view of this transition, the paper also pays attention to the first transition in the destination (i.e. from caves to wine, surf, and nature), and examines its influence on the ongoing sustainability transition. As such, this paper aims to help bridge the gap between tourism geography and the interdisciplinary field of sustainability transitions.