BARRIERS TO SUSTAINABILITY: A CROSS-CASE ANALYSIS OF SMALL TOURISM ACCOMMODATION ENTERPRISES (STAEs) IN DARE COUNTY, NORTH CAROLINA

Abstract

Small tourism accommodation enterprises (STAEs) are a continually growing segment of the hospitality industry, with considerable influence on the adoption of sustainability. Incorporating sustainability can present challenges, especially in STAEs. To explore this phenomenon, a cross-case analysis was conducted in the summer of 2016 focusing on STAEs in Dare County in the Outer Banks of North Carolina. This analysis aimed to determine if STAEs lacked the incorporation of sustainability or simply were failing to advertise and then, if STAEs did lack the incorporation of sustainability, to identify the barriers. The findings indicated low to some levels and degree/understanding of sustainability in the majority of STAEs due to cost, owner/operator's knowledge and understanding, a disconnect with outside forces, and availability. Seasonality and sustainability marketing were also found to function within some of these barriers. Specific outlets of low to high incorporation of sustainability in STAEs were also revealed.