The implementation of the Principles for Responsible Management Education within tourism higher education institutions: A comparative analysis of European Union countries

Despite the growing body of literature on tourism higher education, there is a notable absence regarding the Principles for Responsible Management Education and the tourism higher education and sustainability nexus. The main objective of this study is to evaluate the implementation of PRME in tourism courses and its outcomes in European Union countries. This conceptual paper finds that PRME is not effectively embedded in tourism curricula. As a result, we present a conceptual model centred around an ambidextrous management approach to enable a deeper contribution to sustainability and the tourism industry when engaging with PRME.