Drivers and barriers associated with the intention–certification gap in hotel sustainability across mature Greek island destinations

Island destinations depend heavily on the hospitality sector, a major driver of tourism consumption that often results in excessive use of resources, particularly in mature and highly seasonal destinations. This study examines the barriers and drivers associated with hotel sustainability engagement across eight mature island destinations in Greece, distinguishing between managers’ stated intention to adopt sustainable practices and the self-reported presence of certified sustainability programmes. Using survey data from 373 hotels, two binary logistic regression models were estimated and their determinants were compared. Rather than tracing the transition from intention to certification over time, the cross-sectional design compares the factors associated with each outcome. A pronounced prevalence gap is evident: approximately 84% of hotels intend to adopt sustainable practices, whereas only about 25% report having certified programmes. Securing financing is associated with both outcomes, and tailored sustainability knowledge with intention, while the availability of trained personnel is associated with certification. A formal cross-outcome comparison shows that the two sets of determinants differ significantly overall. At the individual level, however, only the effect of trained personnel differs significantly between the outcomes; the associations involving staffing and liquidity constraints are weaker and should be interpreted with caution. Hotel size and star rating, included as control variables, are positively associated with certification. The findings highlight the need for integrated, multi-layered sustainability policies, particularly instruments targeting small and medium-sized enterprises facing financial and human-resource constraints.