Driven by passion: sustainability orientation among female-owned hospitality ventures in Uganda

This study examines how domain passion shapes the sustainability orientation of female hospitality entrepreneurs in a resource-constrained setting. While sustainability research has largely emphasised external drivers such as regulatory and market pressures, this study explores the role of intrinsic motivation in fostering sustainable entrepreneurial practice. A multiple case study was conducted involving eleven women-owned hospitality businesses in Uganda. Data were collected through in-depth interviews, stakeholder consultations and secondary sources and analysed using the Gioia methodology, informed by entrepreneurial passion theory. The findings reveal that domain passion acts as a catalyst for sustainability orientation by stimulating opportunity exploitation, strengthening adaptability and reinforcing long-term commitment to environmentally and socially responsible practices. Despite gender-related and contextual challenges, participants drew upon their emotional attachment to hospitality to innovate, build resilience and engage local stakeholders in sustainability initiatives. The study advances hospitality and tourism scholarship by identifying domain passion as a critical yet underexplored internal driver of sustainability orientation. By shifting attention from external to intrinsic motivators, it extends entrepreneurial passion theory and contributes to a deeper understanding of sustainable hospitality entrepreneurship in emerging economy contexts.