Navigating Sustainability in The Tourism and Hospitality Industry: An Exploratory Study of Sustainable Practices, Antecedents and Effects.

In light of sustainability seated in front-row in the tourism and hospitality industries, organizations are motivated to adopt green practices to meet consumer consumption needs along with societal and environmental responsibilities. The research contributes qualitatively to the way in which industry practitioners initiate change, the reasons for it and how they go about doing this, along with challenges met. This paper pinpoints major trends that underscore the current sustainability landscape in tourism and hospitality based on interviews with managers, sustainability officers, and frequent patrons. Results indicate that sustainability programs help improve customer contentment, encourage functional efficiency, and increase brand position, however, also incur limitations including cost barriers and mandate training. The study indicates that even after positive initial experiences using sustainable practices, stakeholders need ongoing support to maintain sustainable behavior within this area.