SUSTAINABILITY IN PRACTICE: INSIGHTS FROM MELAKA’S MEDIUM HOTELS

The hospitality industry plays a vital role in Malaysia’s tourism economy but also contributes significantly to environmental challenges through energy consumption, water use, and waste generation. This study aims to examine the motivational factors driving the adoption of sustainable practices among medium-sized hotels (SMSHs) in Melaka, a UNESCO World Heritage City. A qualitative research design was employed, using purposive sampling to select eight medium-sized hotels with evidence of green initiatives. Data were collected through semi-structured interviews with managers and department heads, supported by on-site observations, and analysed thematically using NVivo software. The findings reveal seven key motivators: corporate social responsibility, enhancing guest experience, heritage conservation and environmental stewardship, leadership commitment, operational cost savings, compliance with regulations, and responsiveness to customer demand. These insights highlight that SMSHs, despite resource limitations, play a crucial role in extending sustainability practices beyond large hotel chains. The study contributes to advancing sustainable hospitality in developing economies and provides policy and managerial implications aligned with Smart Melaka 2035’s sustainability agenda.