Sustainable tourism: the role of the small firm

Reports the preliminary findings of a study examining the relationship between issues of sustainable development and the operations of small tourism businesses. Indicates that detailed questionnaires were administered to owner managers of small tourism firms in the Yorkshire Dales National Park. States that the survey sought to establish information levels, attitudes towards sustainability, and action taken to protect the environment. Reveals that the research then sought to establish what characteristics of the firms and their owner managers might lie behind these. Suggests that although there is a lot of sympathy with the general principles of sustainability, there is general confusion around the term “sustainability” and even “environmental concern”. Reports a range of actions, but a lack of appreciation of how these might relate to a coherent business strategy, aggravated by a surprising lack of information, which is clearly something that needs to be addressed by the various public agencies in the field. Suggests that it may be possible to identify the characteristics of those business owners who are most likely to be receptive to the principles of sustainable tourism.