Environmental Sustainability and Hospitality. An Exploratory Research on Modalities, Motivations and Barriers

Purpose: The natural environment is a key factor of attractiveness for tourist destinations, and hospitality may be considered both a contributor and a victim of environmental impacts. There still exists a knowledge gap regarding modalities, motivations and barriers for sustainability in the hospitality industry; therefore, the aim of this research is to explore the validity in a real context of two theoretical frameworks, the first dealing with modalities and the second addressing motivations and barriers, for the implementation of sustainable behaviors in lodging facilities. Methodology: A qualitative research was conducted through interviews with 18 hospitality managers operating in the mature destination of Verona (Italy) and in the more emergent context of Huelva (Spain). Findings: Sustainable behaviors implemented in hospitality are related to five areas of action: waste management, water conservation, energy conservation, sustainable purchasing and people involvement. The possibility to reduce operational costs and to meet the expectations of more sensitive customers are among the main motivations of sustainability, while upfront investments and lack of support from public administrations are mentioned as main barriers. Limitations: Only managerial perceptions about sustainability are investigated in this work. Further research should address the perceptions of other relevant stakeholders, such as tourists, environmental associations or the public administration. Implications: The research adds to previous literature exploring the validity in real context of two theoretical frameworks. Findings also provide relevant managerial implications about the advantages and disadvantages connected to environmental sustainability in hospitality. Value: The value of the research consists in shedding light on motivations and barriers to sustainability in a real context and from the perspective of who is in charge of decision-making.