Hidden Motives of Hoteliers to Incorporate with Sustainable Tourism Practices: A Case Study of Down-South of Sri Lanka

Purpose: This research has taken an attempt to explore the prevailing motives of hoteliers to incorporate with sustainable business operations and practices. The empirical evidences & background of the study defines related terms such as sustainability, sustainable tourism, and motives for sustainable hospitality practices. Methodology: The study was designed as a case study and mixed method approach was utilized to investigate the matter. Both quantitative and qualitative techniques were used to draw conclusions. Main findings: Study asserted that hotel operators in Sri Lanka were motivated to implement sustainable practices by different hidden motives. “To protect the resources, we depend on” was the main motivator for hoteliers to adopt sustainable business practices while “To enhance the reputation of the business”, “To attract environmentally conscious market”, “Personal values about sustainability” and “To attract potential saving benefits” were other prominent motives respectively to stimulate hoteliers for sustainable business operations. Implication of the study: Since the country has gained a tremendous tourism development in post-war economy of Sri Lanka, the findings of this study will help for the relevant tourism authorities, government and other related stakeholders to set reliable policies & regulations to achieve the sustainable future. Novelty of the study: Only few attempts have been taken to investigate the motives of top management of organizations to implement sustainability practices in Sri Lankan context, but no one has carried out any scientific investigation to find the motives of hoteliers to incorporate with sustainability practices.