BARRIERS TO THE ADOPTION OF SUSTAINABILITY PRACTICES IN SMALL HOTEL BUSINESSES: A QUALITATIVE STUDY IN GHANA

Abstract

Purpose- By integrating sustainability into their business operations, small tourism and hospitality accommodation enterprises will not only contribute to achieving sustainable development goals 7, 9,12,13 and 14, but also promote a culture of environmental and social consciousness that aligns with the broader objectives of the United Nations’ Agenda 2030. Therefore, this study explores barriers to the adoption of sustainability practices among small hotel businesses in Ghana. Methodology- Using a qualitative research framework and descriptive analysis method, face-to-face interviews were conducted with 16 small hotel managers in the Cape Coast Metropolis of Ghana. The interview technique was adopted because it allowed for the acquisition of detailed information from participants on barriers to the adoption of sustainability practices. Findings- The findings revealed a spectrum of internal barriers: lack of awareness and understanding of sustainability principles, attitudes, negligence among hotel staff, and financial constraints. External barriers, such as owner interference in managerial decision-making, exploitative supplier actions, burdensome taxes and levies, and seasonal fluctuations with low hotel patronage, were also identified as the main barriers to the adoption of sustainability practices in small hotel businesses in Ghana. Conclusion- The study concludes by recommending targeted sustainability education and training programs to enhance sustainability awareness and cost-effective practices, while changes in organizational structures such as empowering managers and fostering collaboration between owners and managers are imperative for effective sustainability adoption and integration. Additionally, small hotel businesses should diversify revenue streams beyond peak seasons and, with collaborative efforts, advocate for supportive policies and regulations at all levels to create a conducive environment for the adoption of sustainable practices.