A social‐cognitive framework of small accommodation enterprise sustainability practices

Small accommodation enterprises have a great potential to assist the tourism industry in the progress toward sustainable development goals. This study explores the inherent complexity of sustainability practices with the recognition that sustainable behavior is the outcome of a reciprocal determinism between personal, environmental, and behavioral factors. Unlike previous studies, the role of knowledge of sustainability as a major determinant of self‐efficacy is investigated to understand whether differences in knowledge have any influence on sustainability practices. A qualitative approach was employed, and 26 owner‐managers of small accommodation enterprises (i.e., home‐stay) were sampled purposively. Three different knowledge groups are identified but their sustainability practices are not significantly different from each other. Significantly, an active group that understands sustainability as a tool for socialization emerges. These findings have a policy and theoretical implications for sustainable development.