Pursuing sustainability strategies for the SMEs in hospitality: challenges and opportunities

The purpose of this work is to fill and overcome the existing gap detected in the existing literature and in the business practices of tourism organisations regarding the application of effective sustainability strategies for small and medium-sized enterprises (SMEs), with specific consideration of the hospitality sector. This work utilised the case study research method to provide a reading of the emerging phenomenon of sustainability for SMEs. Hence, the research method appears to be fitting. More specifically, the case study is conceived as an explanatory case study identified in Cala Molinella, a hospitality structure self-defined as an ‘ecovillage’ in Vieste (Apulia, Italy). Cala Molinella is a family firm, where two generations of entrepreneurs (husband, wife and their three children) run the business together. The sustainability strategies pursued by Cala Molinella have enabled it to benefit internally and externally, including the greater rationalisation of processes and attention to prevention and control activities, customer satisfaction and a high rate of customer loyalty, good relationships with certified suppliers, more lasting relationships with employees and the objectification of quality and the improvement of credibility and brand reputation. However, regarding the dimension of social sustainability, possible paths for improvement are emerging. This work represents an original contribution in the field of the implementation of sustainability strategies for SMEs in the hospitality sector. To the best of our knowledge, this topic has been poorly investigated in the tourism literature thus far, especially in its analysis of the connection between sustainability strategies and entrepreneurial success. From this perspective, the work could inspire not only the development of academic studies but also the implementation of new effective sustainability strategies in the hospitality sector.