Minimizing the sustainability knowledge-practice gap through creating shared value: The case of small accommodation firms

Abstract

This paper ascertains how small accommodation firms can contribute to sustainability by creating shared value (CSV) through adapting their product. A sequential mixed methods approach was adopted including interviews with small accommodation providers and an online survey from domestic leisure tourists. Results demonstrate that adapting the accommodation product through implementing local food initiatives and messages positively influences guests’ sustainable behaviour through their willingness to purchase local food, resulting in value creation for various stakeholders including local community and businesses in the region. Adapting the product will also increase guests’ satisfaction with their stay, yielding economic profits for the accommodation providers. Nevertheless, fostering a supportive environment through institutional systems and inter-firm relations is crucial for CSV to function as an effective strategy for these small firms.

Keywords:

• Creating shared value (CSV)
• product adaption
• SMEs
• sustainable practices
• local food
• accommodation product
• tourist behaviour

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This research was made possible by funding from the Grant (UTS BRG). We would also like to thank the research participants, individuals who contributed to the pilot survey, and anonymous reviewers who provided valuable comments on earlier versions of the paper.

Notes on contributors

Najmeh Hassanli

Najmeh Hassanli (UTS): Her research interests lie in the areas of social sustainability and ethical business practices in SMEs, and the role of leisure for socially disadvantaged and under-represented groups in society.

Janine Williamson

Janine Williamson (UniSA): Her research interests include sustainable tourism with a focus on SMEs & regional development, Consumer Behaviour, Aboriginal Enterprise & Graduate Employability.