Fifth International Conference on Tourism & Leisure Studies

Abstract

This research looks at the motivating values of owner/managers of micro and small-sized accommodations for entering into hospitality business. According to theory, this is either because of self-enhancement or self-transcendent motives. Both types may lead the entrepreneur to implement sustainability measures in his operations, only the extent and depth to which this is done depends on the underlying values of the person. Seventeen explorative semi-structured interviews were carried out. Results show that the primary reason for entering into business is due to self-enhancement motives. Notwithstanding, a number of entrepreneurs mention both self-enhancement and self-transcendent reasons. Values seen as most important are freedom, pleasure, enjoyment and helping others. When compared to implemented sustainability measures in their firms, some patterns emerge. These reflect ‘low hanging fruit’ actions like LED lights and separating waste, and more advanced measures such as waste prevention and educating guest about sustainable behaviour. When referring to sustainability, the entrepreneurs mostly explain it as actions that are good for the environment. Actions that are good for society are not seen as belonging to sustainability, even though the entrepreneur undertakes several actions that add value to it. Further research is needed to get a better understanding of the types of sustainability actions that are implemented in connection to the prioritized values of the owner/manager.