Does the eco-entrepreneur exist in Italian hospitality? Some evidence from the tourism sector

This study investigates the eco-entrepreneur in the hospitality industry in Italy, examining the characteristics that allow this figure to be identified and the motivations, practices, impacts, opportunities, and challenges that eco-entrepreneurs encounter along their path. The research adopts a multiple case study methodology to explore the topic holistically, focusing explicitly on six small businesses in the Italian hospitality sector located in regions in northern and central Italy. The primary data collected through semi-structured interviews was coded using NVivo 14 software to code the textual data and extract valuable information. The primary data was triangulated with secondary data from company websites, communications on the Booking online platform and more. The six cases analysed were selected as structures certified as sustainable by Booking as they had obtained green certifications from certifying bodies. The results highlighted some essential characteristics for identifying the eco-entrepreneur, namely his commitment arising from personal awareness and lifestyle. These aspects encourage eco-entrepreneurs to commit to conserving natural resources, efficient waste management and promoting local products, for example, by supporting local suppliers. This commitment shows results regarding corporate image, reputation and customer trust, even if the economic benefits remain difficult to measure and unclear concerning the various initiatives implemented. A long-term goal of eco-entrepreneurs is to achieve a high level of employee and public involvement, which can help them achieve important strategic objectives such as competitiveness and resilience. However, eco-entrepreneurs face challenges like high investment costs, a complex regulatory landscape, and the need to raise consumer awareness. The study guides hotel operators in adopting and developing green and socially responsible initiatives in their local area. It also indicates potential actions for politicians to simplify the complex process of environmental and regulatory certification, simplify, standardise, and encourage collaboration between the various parties involved. This research aims to contribute to eco-entrepreneurship in the Italian tourism sector, a particularly interesting context to explore considering the high tourist flow and the prevalence of small structures. Thanks to their small size and flexibility, these structures could proactively pursue such transformations. The originality of the study lies in observing the phenomenon from the point of view of the eco-entrepreneur and the organisations involved rather than looking at the issue from the perspective of supply. The study offers many points for reflection that could be expanded and explored in more depth in the future in other industries, sectors and countries, developing comparisons with economic, social, cultural and political contexts different from the Italian one to understand if the eco-entrepreneur exists and how it is defined elsewhere.