Understanding the entrepreneurs’ behavioural intentions towards sustainable tourism: a case study from Greece

This study’s aim is mainly to provide insights into the factors that affect sustainable tourism entrepreneurs’ behavioural intentions, employing data from Greece. Given that intention is a powerful predictor of actual behaviour, to stimulate sustainable entrepreneurial activity in the tourism sector and achieve sustainable development, it is important to study the factors that affect entrepreneur’s behavioural intentions towards sustainability. Findings through this empirical analysis support that entrepreneur’s demographics parameters and firm characteristics have distinctive effects in explaining respondents’ behaviour towards sustainable entrepreneurship and acknowledgement of sustainability options of a community. In particular, results suggest that younger entrepreneurs are probably more informed about the potential of the sustainability for the regions and are more likely to favour sustainable tourism practices. Entrepreneur’s income is also a statistical significant parameter towards sustainable entrepreneurship intentions within the tourism sector. Finally, entrepreneurs reported as important for the promotion of tourism sustainability the creation of knowledge networks and websites to focus on sustainable business and the promotion of environmental labels and certified management systems in tourism businesses.