Given the essential role of customers in the service
industry’s supply chains, this paper addresses customers’
involvement in achieving sustainability in throughout the
tourism supply chain. The paper critically reviews the literature
related to business models of sustainable innovation
and sustainable supply chain management, as well as
research regarding green or ethical consumers. The resulting
observations are synthesized into an overall framework
intended to identify the customers’ contributions toward achieving sustainability throughout the tourism supply
chain. The paper also suggests examples of how researchers
can test the framework’s applicability, how tourism
managers can take advantage of the practical implications,
and how policy makers and supply chain members can promote
sustainability.