Reasons for going green in serviced accommodation establishments

This paper reports on the preliminary findings of an exploratory study on environmental decision making in the context of largely small serviced accommodation establishments. It focuses on the motivations of owner‐managers for becoming environmentally involved and their reasons for joining an environmental accreditation scheme. The study was conducted in Scotland using face‐to‐face in‐depth interviews with members of the Green Tourism Business Scheme, an environmental accreditation scheme for tourism businesses. Initial analysis suggests that involvement in environmental activities may be driven by economic as well as ethical considerations. The results point to the role played by personal values and beliefs in small firms’ decision making and the need to gain a greater understanding of the complexity of motives that drive the small hospitality business owner.