The development of standards and certification programs in global tourism has gained importance in consumption-production nexus. The paper is dealing with 'Fair Trade in Tourism South Africa' (FTTSA), one of the first innovative service standards with a focus on the social dimension of sustainability. Until now, there has been little detailed exploration in the evolutionary trajectories of sustainable tourism standards from a knowledge-based perspective. This paper will contribute to a deeper understanding of the standard creation in global-local interaction processes over time and its impacts on the micro level of the firms. Conceptually it builds on two scientific debates - the neo-institutional approaches in organizational theory focussing on institution building and the research on innovation and knowledge dynamics. Empirically, it is based on 32 interviews conducted with different actor groups.
Knowledge Dynamics Sustainable standards Institutional theory South Africa Tourism