Exploring Evolutionary Phases of Corporate Sustainability Management in the Hotel Sector: A Legitimacy‐Seeking Perspective

ABSTRACT Integrating sustainability into corporate practices is considered a gradual process. However, the way in which organisations advance their corporate sustainability practices through legitimacy‐seeking behaviours remains largely underexplored. This study identifies how organisations seek legitimacy throughout the evolutionary phases of corporate sustainability management. It is grounded in legitimacy theory and follows a case study approach by selecting a prominent hotel in Sri Lanka. The data collected through semi‐structured interviews, observations, and documentary evaluations were analysed thematically. The study illustrates how the organisation has addressed social concerns and influenced public perception and its image by integrating evolving corporate sustainability dynamics and strategic planning to increase legitimacy. It highlights the evolving nature of legitimacy‐seeking behaviour, which matures with corporate sustainability, positioning sustainability as a legitimacy currency. The findings offer valuable implications for academic discourse, practical industry applications, and regulatory development, particularly by informing phase‐specific policy frameworks and promoting knowledge‐sharing and best practices across the sector.