This study investigated residents’ sustainable stewardship at emerging destinations, focusing on the case of Sarapique, Costa Rica . Guided by the norm activation model, the study utilizes a mixed-methods approach, combining focus group interviews and a survey. Results reveal residents' comprehensive understanding of sustainability, primarily emphasizing environmental aspects. The qualitative findings highlight unanimous support for sustainable tourism development. Quantitative analyses establish connections between residents' sense of responsibility, length of residency, and willingness to engage in sustainable tourism initiatives. This study contributes to the literature by uncovering residents' nuanced perspectives, offering practical insights for industry professionals aiming to collaborate with committed, long-term residents in fostering sustainable tourism development.