Abstract
Purpose - This research uses the institutional theory perspective to better understand the social dynamics of the European Union (EU) tourism policy and its directions. The purpose of this paper is to critically evaluate the processes, content and outcomes of EU tourism policy.
Design/methodology/approach - A thorough literature review involving a critical discourse analysis on the regulative, normative and cultural elements of institutionalisation improves our understanding of the EU policy, in terms of its processes, content and outcomes. Therefore, this paper explores how the European institutions have incrementally legitimised tourism policy among Member Stales.
Findings - Over the years, the EU's policies were intended to enhance the European single market whilst supporting the growth of the industrial competitiveness, sustainable innovation and entrepreneurship. This has inevitably led to the development of new policies in the realms of tourism.
Originality/value - This contribution has identified a gap in academic research, as it reports about the evolution of EU tourism policy and on the conditions of how it has been planned, organised and implemented. It also exposes the challenges of institutionalising tourism policy in intergovernmental institutions.