This qualitative study explores the embracing of green entrepreneurial practices within Kerala's homestay industry and their influence on tourist satisfaction. Implementing interviews with 24 homestay entrepreneurs and 26 guests at these homestays across three distinct regions—Backwaters, Hill Stations, and Coastal Areas—the study investigates how environmental sustainability practices impact guest experiences and business performance. Using thematic analysis to identify patterns in green practice adoption and tourist perceptions, the study reveals four key themes: sustainable resource management, waste prevention strategies, community engagement and authentic cultural experiences. Findings establish a strong positive relationship between comprehensive green practices and guest satisfaction, with guests particularly valuing genuine environmental experiences and meaningful and genuine local interactions. While initial capital investments and varying levels of environmental awareness among operators present implementation challenges, the research contributes to sustainable tourism literature by providing insights into small-scale green entrepreneurship in emerging destinations in the developing countries. The study offers actionable recommendations for policymakers and tourism entrepreneurs seeking to enhance sustainable development through supportive frameworks and capacity-building initiatives.
Jose et al. (Thu,) studied this question.