Green Practices in Micro-Enterprises of the Iberian Hospitality Sector

Abstract

This research critically examines the extent to which micro-enterprises in the hospitality sector   operationalize sustainability, with a study conducted within the distinctive context of a UNESCO biosphere reserve . A quantitative, descriptive research design was used to collect survey data from employees and customers in a purposive sample of 30 establishments located within a UNESCO biosphere reserve. The sector is primarily composed of micro- and small-sized enterprises with limited staff, typically four to six employees, and a relatively recent presence in the market, generally four to seven years. Sustainability practices are most consistently implemented in waste management, water conservation, energy efficiency, and sustainable purchasing. In contrast, capital-intensive strategies such as solar energy systems and sustainable interior design are rarely adopted. Employees reported high levels of awareness and strong support for sustainability, while customers indicated that they encountered these practices only often or sometimes. This suggests a gap between organizational implementation and consumer recognition of sustainability initiatives. The study contributes to the scholarly discourse on sustainable hospitality by evidencing the predominance of cost-effective, behaviorally driven initiatives over technologically advanced interventions. It argues for the necessity of targeted training, financial incentives, and policy alignment to foster a systemic transition towards more robust sustainability frameworks in this specific regional context.