352
A. Oxenswärdh
In order to control their staff, the hotels use different types of signing lists instead of
investing in more education to their personnel, in order to increase their understanding
of sustainability issues. This can create a type of instrumentalism, in which, responsibility is expressed through the duty and becomes very fragmented (Oxenswärdh
2011). Information over the sustainability work at some of these ten hotels were
communicated by hotels’ homepages and via different info boards, but were not discussed directly with the guests, expect in one hotel. However, all managers expressed
their willingness to do more in the future for sustainability at their facilities; but they
addressed some external obstacles in this work, the topic that will be discussed in
the following paragraph.
20 Factors Hindering Sustainability Solutions
For all participants, indistinctly, sustainability is a big issue, one they are attempting
to solve by living more sustainably, as shown in the above section. Part of the strategy
is also to educate themselves and their staff about sustainable strategies and solutions.
Still, all of them complain that it is very hard to reach their wished potential. Why is
it so? What is slowing them down, according to their point of view? (Table 3).
21 Hinders at BnB Accommodations
When asked what the main barriers toward a more sustainable product are, e.g. an
accommodation business that is mostly self-reliant and does not deplete the island’s
resources, nine out of ten participants listed lack of communication, information,
and complex bureaucracy at regional level. Participants were not shy to talk about
their frustrations with Region Gotland. There were two main points participants
particularly cared about. Despite their efforts to run a more sustainable establishment,
they feel that Gotland is not doing enough to become a more sustainable island, hence
hindering their own efforts and damaging their business. Some of the respondents
highlights problems related to the environment that Region Gotland ought to address
quickly and more aggressively not only to improve tourism, but also to improve the
life of those who live on the island. One current very ‘hot potato’ in the sustainability
and business panorama of Gotland, is the new cruise pier. Respondents are concerned
about how sustainable it is to support cruise tourism.
Despite these difficulties, ideologies of sustainability and a certain confidence
in their own cultural and social capital keep participants running. They think that
what they are doing is important for the future. This is confirmed by several studies,
as pointed out by van Haastert and De Grosbois (2010: 181): “it is common for
small hospitality firms to remain unprofitable, to struggle with long-term survival
and face difficulties with major capital investments. This context is very important to
understanding the level of commitment and concerns that small hospitality owners
A. Oxenswärdh
In order to control their staff, the hotels use different types of signing lists instead of
investing in more education to their personnel, in order to increase their understanding
of sustainability issues. This can create a type of instrumentalism, in which, responsibility is expressed through the duty and becomes very fragmented (Oxenswärdh
2011). Information over the sustainability work at some of these ten hotels were
communicated by hotels’ homepages and via different info boards, but were not discussed directly with the guests, expect in one hotel. However, all managers expressed
their willingness to do more in the future for sustainability at their facilities; but they
addressed some external obstacles in this work, the topic that will be discussed in
the following paragraph.
20 Factors Hindering Sustainability Solutions
For all participants, indistinctly, sustainability is a big issue, one they are attempting
to solve by living more sustainably, as shown in the above section. Part of the strategy
is also to educate themselves and their staff about sustainable strategies and solutions.
Still, all of them complain that it is very hard to reach their wished potential. Why is
it so? What is slowing them down, according to their point of view? (Table 3).
21 Hinders at BnB Accommodations
When asked what the main barriers toward a more sustainable product are, e.g. an
accommodation business that is mostly self-reliant and does not deplete the island’s
resources, nine out of ten participants listed lack of communication, information,
and complex bureaucracy at regional level. Participants were not shy to talk about
their frustrations with Region Gotland. There were two main points participants
particularly cared about. Despite their efforts to run a more sustainable establishment,
they feel that Gotland is not doing enough to become a more sustainable island, hence
hindering their own efforts and damaging their business. Some of the respondents
highlights problems related to the environment that Region Gotland ought to address
quickly and more aggressively not only to improve tourism, but also to improve the
life of those who live on the island. One current very ‘hot potato’ in the sustainability
and business panorama of Gotland, is the new cruise pier. Respondents are concerned
about how sustainable it is to support cruise tourism.
Despite these difficulties, ideologies of sustainability and a certain confidence
in their own cultural and social capital keep participants running. They think that
what they are doing is important for the future. This is confirmed by several studies,
as pointed out by van Haastert and De Grosbois (2010: 181): “it is common for
small hospitality firms to remain unprofitable, to struggle with long-term survival
and face difficulties with major capital investments. This context is very important to
understanding the level of commitment and concerns that small hospitality owners