Sustainability, focusing on economic, environmental, and social dimensions, is important to many organizations, especially hospitality and tourism organizations. Yet, for several reasons these organizations may not incorporate sustainable practices. This study expands sustainability knowledge, advertising, education, and barriers. To address these topics, 20 small tourism accommodation enterprise owner/operators were interviewed. A cross-case analysis, using quantitative and qualitative data, comprised the unique methodology of the study. Findings indicated that the majority of small tourism accommodation enterprises had low levels/degrees of understanding about sustainable practices. It is also reasonable to conclude that there was a lack of incorporating sustainability in small tourism accommodation enterprises due to four barriers which included owner/operator’s knowledge, costs, a lack of awareness regarding outside forces, and availability due to location. Implications for the hospitality and tourism industry are discussed.
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