Assessing Sustainability in Non-Hotel Organizations: Commitment and Practice Implementation Within a Multidimensional Measurement Framework

Abstract

Purpose - Attention to sustainability in tourism finds strong momentum in recent paradigms of community-based and regenerative tourism. However, the sector faces the need for a measurement framework that is simultaneously comprehensive and adaptable to micro-organizations, which are highly prevalent in the non-hotel accommodation sector. Traditional hotel-centric models often fail to capture the specific characteristics and personal commitment of small-scale operators. This study addresses this academic gap by investigating the current state of sustainability among a broad community of non-hotel tourism operators. The main purpose of this research is to assess sustainability commitment and practice implementation within the non-hotel accommodation sector. By analyzing indicators relating to both the importance perceived by managers and the actual presence of the respective practices within the property, the study aims to map the value-action gap and identify the structural barriers that condition the ecological and socio-economic transition of the non-hotel hospitality sector.

Design/methodology/approach - The study adopts an empirical quantitative research design based on a multidimensional framework, structured into an original model derived from the main literature sources, and refined through consultation with experts and practitioners from the Vivere di Turismo community, and encompassing 64 indicators grouped into six pillars and the three dimensions of sustainability. Data collection was carried out through an online survey addressed to a wide community of non-hotel operators, resulting in a robust sample of 616 valid questionnaires. The questionnaire utilized a comparative two-dimensional scale where respondents evaluated each indicator based on both its perceived importance and its actual implementation within the business. The collected data underwent descriptive and comparative statistical analysis to examine differences across distinct accommodation types, which include entrepreneurial and non-entrepreneurial tourist rentals, farmhouses, bed and breakfasts, and property managers. Furthermore, a performance matrix analysis was applied through the star plotting technique to identify the best performers for each pillar and sustainability dimensions. The findings reveal a consistent gap between sustainability commitment and practice implementation across all sustainability pillars.

Originality/value - This research provides an original contribution by overcoming the fragmentation of existing scientific literature, which is often limited to measuring single aspects of sustainability, such as environmental focus, energy consumption, or isolated community relations. This study proposes an original and holistic model that ensures comprehensive coverage of the three macro-dimensions of sustainability through six structured pillars. An additional contribution lies in the comparative analysis across accommodation types, which highlights significant differences in sustainability commitment and implementation practices among different forms of non-hotel accommodation. Future studies should focus on further refining quantitative metrics capable of enhancing these integrated impacts on a global scale.

Practical implications - The main interpretations indicate that, although non-hotel operators demonstrate a strong personal commitment to sustainability, a significant gap remains between sustainability commitment and the implementation of sustainability practices. This gap appears to be driven by both the small scale of these businesses and external infrastructural barriers (particularly in sustainable transport and mobility), as well as by a still limited openness toward the outside environment (the community, local operators, schools, and universities). To overcome the constraints associated with the small scale of these businesses, policy makers and trade associations must foster regional cooperation networks and public-private partnerships, as well as specific actions to enable these structures to face the costs of certifications or hiring specialized sustainability personnel.