Exploring Sustainable-Oriented Innovation within Micro and Small Tourism Firms

This paper examines Sustainable-Oriented Innovation (SOI) practices among micro and small firms operating in the tourism and hospitality sectors. In this paper, we argue that firm owners are driven by different forms of lifestyle motivations when conducting their business, with innovative practices reflecting and underlying factors of sustainable development. A qualitative method based on semi-structured interviews was undertaken with 25 owners/managers of firms recognised as being leading actors in sustainability innovation. Findings indicate that the owner/manager’s values had a direct impact on the way the business was structured and managed as well as on SOI practices implementation. Indeed, entrepreneurs who embrace social responsibility and environmental sustainability as lifestyle motivation in their day-to-day business practices and stakeholder relationship proved to be more committed to SOI. The study has theoretical and practical implications in terms of potential to increase understanding of alternative business models and develop the theory further in this domain.