Ahead of their time? barriers to action in green tourism firms

This paper presents findings from a qualitative research investigation into tourism firms and the environment. It focuses on the factors preventing a sample of small environmentally accredited businesses from undertaking further action. Attitudinal, financial and operational factors are identified. It argues that in order to encourage businesses to undertake environmentally responsible practices the conditions in which they operate must be favourable; these include adequate support and infrastructure. Crucial, however, is addressing widespread scepticism towards environmental alternatives in both the public and operators, so as to make 'going green' commercially viable.