Understanding The Entrepreneurs' Behavioural Intentions Towards Sustainable Tourism: A Case Study From Greece

Environ Dev Sustain (2016) 18:857879
DOI 10.1007/s10668-015-9681-7
Understanding the entrepreneurs behavioural intentions

towards sustainable tourism: a case study from Greece
E. Sardianou1 I. Kostakis1 R. Mitoula1
V. Gkaragkani1 E. Lalioti1 E. Theodoropoulou1
Received: 4 June 2014 / Accepted: 6 June 2015 / Published online: 21 June 2015
Springer Science+Business Media Dordrecht 2015
Abstract This studys 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 entrepreneurs behavioural intentions towards sustainability.
Findings through this empirical analysis support that entrepreneurs 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. Entrepreneurs 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.
Keywords Sustainable tourism development Sustainable entrepreneurship
Demographics Socio-economic factors
1 Introduction
Tourism as an economic activity is closely linked to climate change, jeopardizing prospects for sustainable development. In 2005, carbon dioxide emissions generated directly
from the tourism sector accounted for 5 % of global emissions. Concerning emissions from
& E. Sardianou
[email protected]
1
Department of Home Economics and Ecology, School of Environment, Geography and Applied
Economics, Harokopio University, 70 El. Venizelou Av., 17671 Kallithea, Greece
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tourism by sector, the contribution of accommodation-related emissions is 20 %

(UNWTO-UNEP- WMO, WMO 2008).1 By 2035, under a business as usual scenario, a
130 % increase in carbon dioxide emissions is estimated from global tourism (UNWTO
2009)2 electronicversion.pdf. That is why, the United Nations World Tourism Organization
called for drastic reductions in greenhouse gas emissions from tourism of around 2530 %
by 2020 and 50 % by 2035 (with 2005 being taken as the base year) (UNWTO 2009).
However, tourism is not a panacea. Even though the recession in Greece has affected
almost all productive sectors, recent approaches indicate that Greek tourism remains one of
the few sectors that are still competitive. Tourism is still regarded to be one of the main
fields that create jobs and enhance economic development (Karoulia and Tsionou 2013;
Stylidis and Terzidou 2014). In particular, international tourist arrivals in Europe increased
by 5 % in 2012. Greece is the second largest destination in the Mediterranean and Southern
European region, recording a tourism growth of 16 % (UNWTO 2014).3 According to
Association of Greek Tourism Enterprises, the tourism sector in Greece accounted for
16.4 % of Greeces GDP and 20 % of employment in 2012. The contribution to Greeces
GDP is estimated around 20 % in 2014.4
Given the economical benefits that an expanding touristic sector will bring to Greece,
combined with the increasing environmental pressure it entails, the sustainable tourism
development is perhaps the most challenging goal to be achieved. Therefore, the necessity
for the implementation of sustainable tourism development is profound. In Greece, the
responsibilities for sustainable tourism are divided amongst the Ministry for the Environment, Physical Planning and Public Works, the Ministry of Development, Ministry of
Tourism and the Greek National Tourism Organization. The Greek National Tourism
Organization (GNTO) is a public entity supervised by the Ministry of Tourism. A strategic
plan for tourism development has been elaborated recently by GNTO, in the framework of
the National Plan for Regional Development 20002006. This plan was called Operational Program for Tourism and took into account all relevant environmental concerns
while describing specific actions towards a sustainable tourism development (UN,
Johannesburg Summit 2002, Country profile, Greece p. 61).5
A shift to develop sustainable tourism practices is necessary, because as mentioned in a
plethora of previous studies, it can combine environmental, social, cultural and economic
benefits (see e.g.: Swarbrooke 1999; Fennell 1999; Richards and Hall 2000; Bestard and
Nadal 2007; Thompson et al. 2011; Angelkova et al. 2012). Through adapting the theoretical approach of economic flow of income in the case of tourism sector, it is understood
that both tourists and tourism entrepreneurs choices can, through consumption and production options, either contribute to sustainable development or undermine it.
Several researchers have developed a theoretical approach through studying the concept
of sustainable entrepreneurship (see e.g.: Lordkipanidze et al. 2005; Tilley and Young
2006; Cohen and Winn 2007; Dean and McMullen 2007; Parrish, 2010) as a means to
achieve sustainable development. Sustainable entrepreneurs are defined as individuals that
combine economic, environmental and social aspects into their business. Their potential
contribution towards sustainable development has been well established in the literature.
1
Available at: http://sdt.unwto.org/sites/all/files/docpdf/climate2008.pdf.
Available at: http://sdt.unwto.org/sites/all/files/docpdf/fromdavostocopenhagenbeyondunwtopaper.
Available at: http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_highlights14_en.pdf.
Available at: http://sete.gr/EN/Home/.
Available at: http://www.un.org/esa/agenda21/natlinfo/wssd/greece.pdf.
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However, it is necessary to explore how sustainable entrepreneurship can be encouraged.

Apart from public policies, an intriguing way to do so is to stimulate behavioural change
from conventional to sustainable entrepreneurship. As explained by Ajzen (1991: 181),
intentions express positive attitudes and are a powerful predictors of actual behaviour. A
part of conclusion of Steg and Vlek (2009: 314) is: promoting behaviour change is more
effective when one (1) carefully selects the behaviours to be changed to improve environmental quality and (2) examines which factors cause those behaviours.
However, empirical studies aimed to examine characteristics that affect behaviour
geared towards sustainable tourism business practices amongst entrepreneurs are limited
(Tzschentke et al. 2008; Schaltegger and Wagner 2011; Koe et al. 2014; Akrivos et al.
2014). Unlike previous studies, building upon the previously mentioned theoretical
framework, this study aims to examine the demographics and economics characteristics
that affect entrepreneurs attitudes towards sustainable tourism practices, employing data
from a case study in Greece. We expect our results to exert policy makers the opportunity to indentify the potential market segment that should be educated towards sustainability issues. As Tosun (2001) argues, the identification of sustainable tourism
entrepreneurs explains the direction of behavioural change that can promote sustainable
development.
The overall justification of the research conducted within the present study is based on
the following conceptual framework. In particular, the objective of the study is to estimate
the factors affecting the promotion of sustainable tourism management, as expressed by the
entrepreneurs intention to adopt relevant actions. The conceptual framework used and the
reasoning of objective of the study and the relevant research questions are described below.
More precisely, given that tourism sector has both positive and negative effects (UNWTOUNEP- WMO, WMO 2008), but is also an important element to boost economic growth
(www.sete.gr), an increased need for sustainable tourism development emerges. This need
can combine all three pillars of sustainable development (economic, environmental and
sociocultural) alleviating the negative impacts of tourism due to economic activities (see
e.g.: Swarbrooke 1999; Fennell 1999; Richards and Hall 2000; Bestard and Nadal 2007;
Thompson et al. 2011). Nonetheless in order to foster sustainable tourism development,
sustainability tourism management, which is expressed as a set of decisions (Schaltegger
and Wagner 2011), should be adopted by entrepreneurs, the sustainable entrepreneurs (see
e.g.: Dean and McMullen 2007; Parrish 2010; Hall et al. 2010). Since entrepreneurs are by
definition driven by profit-seeking motives, behavioural change is necessary to encourage
sustainable entrepreneurship. However, behavioural change can be achieved by examining
which factors can cause relevant behaviours. Intentions are positive attitudes of a person
and are good predictors of actual behaviour Ajzen (1991). Despite that, within studies that
examine the entrepreneurs who are favourable to sustainability issues in tourism sector,
they appear to be scarce (Tzschentke et al. 2008; Koe et al. 2014; Akrivos et al. 2014).
Thus, an environmental friendly behavioural change, which can be caused by information
dissemination (Vining and Ebreo 1992), becomes a difficult emission for policy makers,
because the target groups of entrepreneurs influenced to shift towards sustainability remain
unknown.
In the proposed conceptual framework that explains the necessity of the objective of the
present study, the following two research questions emerge: (1) what factors affect
entrepreneurs intention to adopt sustainable tourism practices and (2) what is the profile of
tourism entrepreneurs who are not aware of potentials for sustainable development in their
area.
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2 Literature review
2.1 The concept of sustainable development
The concept of sustainable development was first introduced in 1972 at the United
Nations Conference on the Human Environment held in Stockholm. It later gained
prominence through the Brundtland Report presented to the United Nations by the World
Commission on Environment and Development also known as Our Common Future.
The definition emerging from the report states that Sustainable development is development that meets the needs of the present generation without compromising the ability of
future generations to meet their own needs (WCED 1987: 43; Brundtland 1987). This
report constitutes a critical expression of the increased need for environmental protection.
A commitment to sustainable development is expressed through Agenda 21. Agenda 21,
established at the United Nations Conference on Environment and Development, also
known as Earth Summit, in Rio de Janeiro, Brazil, in 1992. Agenda 21 is a global action
plan for sustainable development into the twenty-first century that addresses the development of societies and economies by focusing on the conservation and preservation of our
environments and natural resources. Agenda 21 asks governments to integrate sustainable
development into their national strategies. Nations that have pledged to take part are
monitored by the International Commission on Sustainable Development and are
encouraged to promote Agenda 21 at the local and regional levels within their own
countries. These pledges paved the way for gradual inclusion of the social, economic and
environmental dimensions of sustainable development into governmental policy-planning
and policy-making at regional, national and international levels.6
Convened 10 years after the United Nations Conference on Environment and Development in Rio, the World Summit on Sustainable Development (WSSD), also known as
Earth Summit 2002, was held in Johannesburg, South Africa, to reaffirm sustainable
development. In particular, it was convened to review progress since the Rio Conference in
1992, and to agree a new global deal on sustainable development by setting implementation strategies, answering questions of accountability and forming partnerships beyond
traditional boundaries. It was clear that the concept of sustainable development was not
considered complete without mentioning three dimensions as key elements of sustainability: the economic, environmental and sociocultural dimensions. Unlike its predecessor,
it was primarily concerned with implementation rather than with new treaties and targets,
although a number of new targets were agreed. Article 14 of the Johannesburg Plan of
Implementation states that: Fundamental changes in the way societies produce and
consume are indispensable for achieving global sustainable development (UN Department of Economic and Social Affairs, Division for Sustainable Development 2005).
In 2012, the United Nations Conference on Sustainable Development was also held in Rio
and is also commonly called Rio?20 or Rio Earth Summit 2012.7 The Conference decided
on topics within a number of fields, including sustainable tourism. As announced at the
Johannesburg Summit, the World Tourism Organization, in collaboration with United
Nations Conference on Trade And Development, launched the Sustainable Tourism-Eliminating Poverty initiative to develop sustainable tourism as a force in poverty alleviation.8
6
Available at: http://sustainabledevelopment.un.org/content/documents/Agenda21.pdf.
Available at: http://sustainabledevelopment.un.org/rio20.
Available at: http://sustainabledevelopment.un.org/topics/sustainabletourism.
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2.2 Sustainability, sustainable tourism and sustainable development

Having defined sustainable development, a further step is needed to be taken to adapt this
concept to tourism in the sustainability concept. The World Tourism Organization
(UNWTO) defined sustainable tourism at the Euro-Mediterranean Conference on Tourism and Sustainable Development in 1993 based on the definition from Brundtland
Report. The definition proposed by the World Tourism Organization states that: Sustainable tourism development meets the needs of present tourists and host regions while
protecting and enhancing opportunities for the future. It is envisaged as leading to management of all resources in such a way that economic, social and aesthetic needs can be
fulfilled while maintaining cultural integrity, essential ecological processes, biological
diversity and life support systems (UNWTO 2001).
In 2005, the altered definition proposed for sustainable tourism states that: Tourism
that takes full account of its current and future economic, social and environmental
impacts, addressing the needs of visitors, the industry, the environment and host communities (UNEP and UNWTO 2005).9 Within this context, sustainable development
should combine socio-economic benefits for all stakeholders with a high level of tourist
satisfaction. This includes as stable employment and income-earning opportunities, social
services to host communities as well as raising tourists awareness about sustainability
issues and promoting sustainable tourism practices amongst them.
Sustainability, sustainable tourism and sustainable development are all well-established terms that have been used loosely and often interchangeably in the literature (Liu
2003: 460). Tourism is characterized as an interconnected system of circuits between
consumption and production (Atelijevic 2000).
Tourism is considered as an important engine for the economic growth and development of
countries or local areas (see e.g. Chiutsi and Mudzengri 2012; Voon and Voon 2012; Webster
and Ivanov 2014) having both positive and negative contributions to a society (Briassoulis
2002). An increase in tourism is perceived to increase the standards of living, to contribute to
new investment opportunities and to generate revenues for local communities and authorities
(Stylidis and Terzidou 2014). The demand for tourism services can promote the local development because it may supplement household incomes through entrepreneurship.
The interactions between visitors, tourism enterprises and the environment create several
tensions. However, tourism should not be considered as a panacea for all of the problems in
indigenous communities (Tao and Wall 2009). To avoid negative environmental impacts of
tourism, new business development models should be promoted that they will give a higher
degree of control to local communities for administering the tourism services (Reid and
Sindiga 1999). The effect that tourism can have on community on a social, economic and
environmental level depends highly on the management of tourism assets (Swarbrooke
1999). Within this context, previous studies have discussed the importance of communitybased natural resources management (CBNRM) on the effectiveness of local developmental
programs. Whande (2007) presented an overview of the literature focusing on examples in
southern Africa region where the adopted community-based natural resource management
has been promising for rural development strategy. These studies have generally emphasized
on the positive impacts of improved socio-economic well-being in local communities.
However, recently conducted empirical analysis based on household level data has
demonstrated mixed effects of Namibias CBNRM program on socio-economic well-being
(Riehl et al. 2015).
9
Available at: http: http://sdt.unwto.org/content/about-us-5.
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Several researchers suggest that community involvement is important to pursue sustainable tourism development. That is why governance in sustainable tourism management
should gain attention. Governance concerns how societies are governed, ruled or steered
(Wang 2012: 988). Sustainable tourism governance requires engagement and coordination of tourism, environment, community and wider development interests at local level
(UNWTO 2013: 7).10 Aall et al. (2015) comment that although local authorities have more
effective control over sustainability issues, there is a need to have an overarching
framework at an international or national level to provide guidance. However, Hall (2011)
underlines that the potentials of improvements regarding sustainable tourism governance
should be based on policy learning from past experience.
Sustainable tourism is not an antigrowth approach (Bramwell and Lane 1993: 2). Quite
in the contrary, it is characterized as a positive approach that acknowledges that there are
limits to growth. A holistic approach to sustainable tourism development should combine
economic, cultural and social well-being to achieve a balance between growth and its
impacts (Swarbrooke 1999; Richards and Hall 2000; Bestard and Nadal 2007; Thompson
et al. 2011; Stylidis and Terzidou 2014). Hunter (1997) argues that sustainable tourism
encompasses a set of principles, management methods and policy decisions. Policies
towards sustainable tourism should not only be theoretically sound but also practically
feasible. Thus, a feasible policy would rely on applying the sustainability principles on
conventional tourism (Liu 2003), without contradicting the principles of development
(Tosun 1998). Lafferty and Hovden (2003) bring up the issue of sustainable tourism by
incorporating environmental concern apart from the traditional tourism schemes.
Sustainable tourism development should therefore focus on the implementation of all
four areas of sustainable development (economic, environmental, social and cultural) in
tourism industry. The most important issue is of being both sustainable and competitive.
Sustainable tourism development programs that respect environmental component can also
contribute to the tourism competitiveness (Hassan 2000). In such a case, environmental
commitment will be the forefront issue for the economic revitalization of the tourism
industry (Hassan 2000: 244). Pulido-Fernandez et al. (2015: 47) prove that progress in
tourism sustainability does not affect a countrys main economic tourism indicators in the
short term, and does not constrain profitability and competitiveness. Farmaki et al. (2015:
187) conclude that the development of a legal framework penalizing unsustainable
tourism practices could provide the driving force for encouraging sustainability.
2.3 Sustainability-driven entrepreneurship and tourism

Sustainability management should be performed by entrepreneurs, expressing a set of
decisions focused on promoting sustainable development in the mass market (Schaltegger
and Wagner 2011). Linking entrepreneurship to sustainability management created a new
way of organizing business operations called sustainable entrepreneurship (Dean and
McMullen 2007; Parrish 2010). Sustainable entrepreneurship can be considered as part and
parcel of entrepreneurship (Koe and Majid 2014). Sustainability-driven entrepreneurs
are characterized as those who express entrepreneurship in order to contribute to improved
social and ecological well-being (Tilley and Young 2006; Cohen and Winn 2007). Similarly, Majid and Koe (2012: 300) argue that sustainable entrepreneurship is regarded as a
process in which entrepreneurs exploit the opportunities in an innovative manner for
10
Available at: http://www.e-unwto.org/doi/pdf/10.18111/9789284414741.
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economic gains, society equity, environmental quality and cultural preservation on an

equal footing.
When sustainability parameters are integrated in the core of entrepreneurs decisions,
their sustainability performance can also bring economic benefits for their business
(Schaltegger and Wagner 2011; Figge et al. 2002; Young and Tilley 2006; Roberts and
Tribe 2008; Parrish 2010). Since entrepreneurs are by definition driven by self-interested
profit-seeking motives, sustainable development can be achieved if entrepreneurs are
motivated by making it profitable to do so (e.g. Cohen and Winn 2007; Dean and
McMullen 2007). Innovation can be the focal response to environmental problems (Hertin
et al. 2001). The so-called business case for sustainable development supports that
engaging in environmental friendly initiatives can both reduce operating costs and improve
a firms reputation. Schlange (2007) proved that successful sustainability-driven entrepreneurs are notable for their ability to simultaneously meet competing objectives in the
economic, social and environmental field.
Empirical study by Kirk (1998) proves that sustainable tourism entrepreneurs recognize
significant benefits for their firms such as improved public relations and better relationships
with their local community. Atelijevic and Doorne (2000: 388) argue that some entrepreneurs choose to stay within the fence in order to preserve both their quality of life in
their socio-environmental contexts and their niche market position. Similarly, Shepherd
and Patzelt (2011) mentioned that benefits emerging from sustainable entrepreneurship are
not only economic. A question remains on how opportunities to bring into existence
future goods and services are discovered, created, and exploited, by whom, and with what
economic, psychological, social, and environmental consequences (Cohen and Winn
2007: 35). Although Gibbs (2009: 65) warns that the concept of sustainable
entrepreneurship is a black box, it is an opportunity where the exploitation of environmentally relevant market failures can simultaneously reduce environmental degradation. As stated market system and the institutions that define them evolve over time in a
manner that can resolve social ills (Dean and McMullen 2007: 72).
Given the vagueness of the concept of sustainability in tourism, there is a tendency to
misuse it by tourism entrepreneurs. The sustainability idea can easily be adopted by
entrepreneurs to advertise their tourism product, without any real steps being taken to apply
it, even in the widest sense in which the concept is generally understood (Cohen 2002:
268). Green entrepreneurship is characterized by a focus of noneconomic motivation and
outcomes. Gibbs and ONeil (2012) point out that the green entrepreneurs are seeking to
combine environmental and business objectives. Rodgers (2010) argues that green entrepreneurs are concerned with the quality rather than quantity of their business, and with the
impact of their entrepreneurship decisions.
Attention from professionals, groups and the media directed the tourism organizations
towards sustainable tourism (Swarbrooke 1999). In addition, the need for sustainable tourism
practices emerged as a result of the increased demand for diversification of tourism products
(Lordkipanidze et al. 2005). Similarly, Cohen (2002) argues that it is necessary to understand
the patterns and motivations for tourism in tourism behaviours, with a part of tourists that seek
for authenticity and a connection with untouched environments and cultures.
2.4 Intention theory and its assessment of entrepreneurs behaviour

towards sustainable development
The penetration of a sustainable tourism plan is strongly related to the acceptance and
adoption of relevant practices by tourism stakeholders. The degree to which stakeholders
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of the tourism sector implement sustainable practices affects the effectiveness of a

sustainable tourism plan for a region. Researchers have examined the role of employees
on sustainable entrepreneurship (Wolf 2012) or visitors perspectives on sustainable
tourism patterns (Nicholas and Shapa 2010). However, as discussed earlier, entrepreneurs
are considered an important stakeholder group to boost sustainable tourism development.
As Tosun (2001) argues, the identification of sustainable tourism entrepreneurs signals
the direction of a change. Sustainable development means change; change in personality,
behaviour and attitudes. In this context, Crnogaj et al. (2014) support that
entrepreneurship as a focal element of sustainable development is not a random process,
but it is highly and importantly dependent on entrepreneurs personality and characteristics. So, in order to stimulate sustainable entrepreneurial activity in the tourism sector
and achieve sustainable development, it is important to study the factors that affect
entrepreneurs behaviour towards sustainability. Studies adopted intention theory, also
known as the Theory of Planned Behaviour, as explained by Ajzen (1991: 181),11 who
refers to the indication of how hard people are willing to try or how much an effort they
are planning to exert, in order to perform a behaviour. The intention theory is a
powerful predictor of actual behaviour. Individuals who possess intention towards a
behaviour would demonstrate a favourable evaluation or simply known as positive
attitude on that particular behaviour.
Within this framework, research was developed to predict factors affecting intention
towards sustainable entrepreneurship (Koe et al. 2014; Koe and Majid 2014). Specifically,
results suggest that intention to embark on sustainable entrepreneurship is indirectly
influenced by entrepreneurs perceptions on desirability and feasibility, which in turn are
influenced by personal, situational and cultural factors (Koe and Majid 2014). Another
observation is that managers with a positive attitude towards sustainability have also
perceived themselves as having sufficient ability for adopting sustainable entrepreneurship
practices (Koe et al. 2014). When considering socio-economic parameters that affect
behaviour towards sustainable tourism entrepreneurship, empirical studies are limited and
most researchers focus on explaining factors affecting green entrepreneurship in general. In
particular, Braun (2010) found that women had stronger environmental attitudes and
commitment to the green entrepreneurship program than males, suggesting that women
entrepreneurs may be more engaged in green issues than male entrepreneurs. Tzschentke
et al. (2008) argued that hospitality operators became environmentally involved primarily
through the development of environmental consciousness. In regard to environmental
practices, a developed sustainability attitude was also considered as a main predictor of
pro-environment intention (Tonglet et al. 2004).
Similarly, exposure to local environmental initiatives had raised the awareness of some
green entrepreneurs (Tzschentke et al. 2008). Allen and Malin (2008) also confirm that
green entrepreneurs have high degrees of awareness about their environmental impact and
a lower level of interest in economic success. Information dissemination may also be used
to promote environmental awareness, which in turn can affect behaviour (Vining and
Ebreo 1992). The main finding of the research of Akrivos et al. (2014) is that tourism
entrepreneurs, who run business in the area of Evritania Greece, do not adopt sustainable
operation practices due to the recession and its negative side effects on the economic
performance of their business.
11
The Theory of Planned Behaviour is an extension of the Theory of Reasoned Action (for more details
see: Fishbein and Ajzen 1975).
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Another important factor is a firms size. More precisely, stronger socio-environmental

values have been attributed to small firm-owners (Atelijevic and Doorne 2000). Schaltegger and Wagner (2011) empirical finding confirmed that there is some negative relation
between the size of a firm and the sustainability innovation it attempts. However, Omar and
Samuel (2011) reported that larger firms adoption on environmental management was
more promising than small and medium ones. Finally, environmental psychologists also
have an important role to play in the management of environmental problems by promoting
behavioural changes. In particular, Steg and Vlek (2009: 314) concluded that promoting
behaviour change is more effective when one (1) carefully selects the behaviours to be
changed to improve environmental quality, (2) examines which factors cause those
behaviours, (3) applies well tuned interventions to change relevant behaviours and their
antecedents, and (4) systematically evaluates the effects of these interventions on the
behaviours themselves, their antecedents, on environmental quality and human quality of
life. As previously justified, the adoption of environmental friendly business practices is
one part of sustainable entrepreneurship along with economic, social and cultural aspects.
Thus, examining the factors that cause positive attitudes towards sustainable
entrepreneurship is critical to develop a plan for achieving sustainable development in the
tourism sector.
3 Methodology of research
3.1 Study area
The study area encompasses a large part of the Thessaly region, a region located in the
middle of the mainland of Greece (Fig. 1). The region of Thessaly, consisting of the
following four prefectures: Larissis, Magnisias, Trikalon and Karditsas, is located almost
350 km from Athens, the capital of Greece. The climate can be characterized as transitional between Mediterranean and continental Mediterranean climate. Within the region of
Thessaly, two specific urban cities were chosen, namely Karditsa from the Karditsa prefecture and Kalabaka from the Trikala prefecture.
Both cities were chosen not only because they belong to neighbouring prefectures with
the most popular tourist destinations on the mainland of Greece, but also because they have
similarities and combine specific criteria, as described below, with high potential on
sustainable tourism development, corresponding to the aim of the present study. In particular, both cities are urban areas surrounded by an environment of outstanding natural
beauty and cultural heritage. Specifically, Karditsa city is very close to Plastira Lake, one
of the most beautiful tourist destinations of mountainous Greece, whereas Kalabaka city is
very close to Meteora, characterized as UNESCOs world heritage. The study areas have
been designated as Natura2000 site (codes: GR 1440001; GR 1440002; GR1440003) and
contain rich and rare fauna and flora and a high diversity of habitats. Apart from that, both
cities benefited from Leader? European Program, for the period of 20072013.
Leader program was one of the most proactive EU initiatives aiming to diminish
regional inequalities and contributing to the integrated development of the rural sector in
Greece. LEADER I Community Initiative at first, followed by LEADER II and LEADER?
reinforced the local identity of the regions in which they were implemented, enhancing
their natural and cultural resources, bringing together for the first time local productive
sectors like agriculture and tourism together with revived local skills. In several cases,
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Fig. 1 Map of the study area
Leader program enforced the competitiveness of rural areas, by elaborating through the
implementation of pilot applications, on environmental, social, economic and cultural
assets. Therefore, as expected through Leader programs, actions aimed at aspects of sustainable rural development were integrated (Mitoula et al. 2008).
3.2 Sampling selection procedure

According to the estimations of the local chamber of commerce, in the region of Karditsa,
the total number of the entrepreneurs involved in the tourism sector is 550.12 Particularly in
the city of Kalabaka, the total number of tourism entrepreneurs is 270, whereas the
remaining 280 entrepreneurs run a tourism business in Karditsa. Initially, 350 questionnaires were equally distributed between the sampled cities and the entrepreneurs, resulting
in a participation of 175 entrepreneurs per city. Thus, our sample constituted 64.8 % of the
entrepreneurs population from Kalabaka (175 entrepreneurs out of 270) and 62.5 %,
respectively, from Karditsa (175 entrepreneurs out of 280). The high per cent of sample
12
The estimates refer to the year 2013.
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was set as a goal due to the expected low rate of return. Given the purpose of this study,
entrepreneurs were interviewed at their tourism businesses. To increase the probability of
participation in the survey, the questionnaires were kept anonymous. As a prerequisite, the
respondents were solely the decision makers of the tourism enterprises, excluding managers and employees of the company.13
The survey took place during the summer of 2013. The surveyed entrepreneurs sampled
in each city were randomly selected by the researchers. The sampling frame used to the
present study was as follows: (1) researchers obtained the list of the population of all the
tourism businesses in each city, (2) a number was assigned to each tourism business,
different for each city. Numbers in the list were arranged so that each digit has no predictable relationship to the digits that preceded it or to the digits that followed. Thus, the
digits were arranged randomly. (3) A random number generator was selected in each case/
city to choose the sampled business, taking into account the population size in each city
and the sample size, and (4) the tourism business corresponding to the selected number was
included to the initial sample. A business could be selected only once. Thus, a random
sampling without replacement was performed. Surprisingly, the response rate was high,
reaching almost 82 %, and the survey resulted in a total data set of 287 entrepreneurs.
Specifically, 146 questionnaires were selected from the area of Karditsa and 141 from the
area of Kalabaka.
The questionnaire was a structured questionnaire, which included closed-type questions.
Given the limited number of empirical studies (as analysed in the literature review section),
the questions were formed not only by taking into account relevant previous studies but
also regarding eco-entrepreneurs who are favourable to sustainable practices. Feedback on
sustainable tourism business practices was provided by several experienced entrepreneurs,
resulting in the formation of the last part of the questions. Specifically, the questionnaire
consisted of two sections: the first section included closed-type questions on demographic
characteristics of the entrepreneurs such as gender, age, educational background and
family status. In addition, fourteen questions were included, which aimed to describe the
economic performance of the business. In particular, entrepreneurs were asked about their
revenues and their monthly private income, the type of employmentseasonal or full
yeartheir employees and the marketing strategy they follow. In the second section,
entrepreneurs were asked about the environmental performance of their businesses and
their attitudes towards sustainable tourism management. The initial draft was pilot tested to
an initial sample of 50 tourism entrepreneurs from the sampled city, requesting feedback
on wording, presentation and relevance of the question included on it. The results of the
respondents showed no significant changes to be implemented other than wording, and the
final questionnaire was reproduced.
3.3 Model specification

The overall justification of the research conducted within the present study is based on the
conceptual framework presented in the previous sections of this study.
13
The following definition is followed: entrepreneur is someone who exercises initiative by organizing a
venture to take benefit of an opportunity and, as the decision maker, decides what, how, and how much of a
good or service will be produced. The entrepreneur is usually a sole proprietor, a partner, or the one who
owns the majority of shares in an incorporated venture (available at: http://www.businessdictionary.com/
definition/entrepreneur.html#ixzz3LUPPv0Kb).
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Given the above-proposed theoretical framework, the novelty of the present research is
based on the fact that the study is handled based on primary data from entrepreneurs in the
tourism industry and the application of econometric methods for drawing conclusions.
The objective of the study is to estimate the factors affecting the promotion of sustainable
tourism management, as expressed by the entrepreneurs intention to adopt relevant actions.
To address the research questions of the study, empirical analysis is performed based on the
estimation of logistic regression models. First, a binary logistic model is estimated to predict
the probability of entrepreneurs intention to adopt sustainable business practices, identified
by the values of the explanatory independent variables Next, an ordered logistic regression is
used for predicting the awareness of entrepreneurs towards potential development on sustainable tourism in their area. In both models, the independent variables where chosen by
taking into account previous relevant studies towards factors affecting entrepreneurship,
green entrepreneurship or environmental behaviour in general (Tzschentke et al. 2008; Steg
and Vlek, 2009; Akrivos et al. 2014; Koe et al. 2014). Therefore, in the empirical study, the
following expanded specifications were estimated.
First, a logistic regression model is estimated to answer the first research question of the
analysis:
LogitPrY 1 c0 c1 genderi c2 agei c3 incomei c4 owneri c5 employeesi
c6 previousi c7 envii ei
1
where the dependent variable is a binary variable indicating whether the entrepreneur
i intend to adopt sustainable practices into their tourism business or not;14 specifically, the
variable has a value of 1 when the entrepreneur expresses a positive attitude and zero
otherwise; genderi is a dummy variable accounting for 1 if the respondent is female and
zero if male; age refers to the entrepreneurs age; incomei is the entrepreneurs monthly
private income in euros; owneri is a dummy variable accounting for 1 if the respondent is
the owner of the business and zero otherwise; employeesi is a qualitative variable
expressing the number of employees per business; envii is a dummy variable accounting
for 1 if the entrepreneur is aware of environmental problems of his area and zero otherwise;
previousi is a dummy variable accounting for 1 if the entrepreneur has previously
implemented an eco-friendly action to his company such as recycling and zero otherwise;
and e is an error term.
Next, an ordered logistic regression model is estimated to predict the level of agreement
regarding the statement I am aware of potentials for sustainable tourism in my area
(Answers: totally disagree: 1, disagree: 2, neutral: 3, agree: 4, totally agree: 5) and is
estimated regarding the second research question. The general specification of the proposed model regarding the second research question is the following:
yi b0 b1 genderi b2 agei b3 incomei b4 owneri b5 employeesi b6 previousi
b7 envii ei
2
y*i
where
is the latent variable measuring the level of entrepreneurs awareness towards
potentials for sustainable development in their area; genderi is a dummy variable
14
More precisely, the formulation of the question was: Do you intend to adopt sustainable practices in
your firm? Sustainable practices are defined those associated with all the pillars of sustainable development
(economic, social-cultural and environmental) (Dichotonomous choice answer: Yes or No).
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accounting for 1 if the respondent is female and zero if male; age is the entrepreneurs age;
incomei is the entrepreneurs monthly private income in euros; owneri is a dummy variable
accounting for 1 if the respondent is the owner of the business and zero otherwise;
employeesi is a qualitative variable expressing the number of employees per business; envii
is a dummy variable accounting for 1 if the entrepreneur is aware of environmental
problems of his area and zero otherwise; previousi is a dummy variable accounting for 1 if
the entrepreneur has previously implemented an eco-friendly action to his company such as
recycling and zero otherwise; and e is an error term. The empirical results from the
estimation of Eqs. (1) and (2) are presented in the next section of this study.
4 Results
The results of the statistical and econometric analyses to estimate the determinants that
affect entrepreneurs behavioural intentions and beliefs towards sustainable tourism
practices and development of the area are as follows:
4.1 Statistical analysis

The total sample used in the analysis was 287. The gender of the entrepreneurs was 42.5 %
women and 57.5 % men. Most of the entrepreneurs were university-educated (45.2 %), while
36.9 % had completed secondary education. Respondents were between the ages of 26 and
40 years (49.5 %); 12.2 % were between 20 and 25 years, 21.6 % between 41 and 50 years
and 16.7 % above 50 years. From the sample of entrepreneurs in question, 53.0 % of
entrepreneurs were married. The entrepreneurs average monthly private, nonproperty-related, income was 850, with a large percentage (25.1 %) of monthly incomes being no higher
than 400. The income of 30.3 % of entrepreneurs varied between 400 and 800, 15 % of
entrepreneurs declared income varied between 801 and 1200 and 24 % declared having an
income above 1201. The businesses average years in operations were 14.6.
Regarding businesses characteristics, from the sample of entrepreneurs in question,
20.2 % run hotels or resorts, 16.7 % restaurants and coffee shops, 39 % commercial shops
and the rest (24 %) souvenir shops. The great majority of the respondents (84.3 %) were
employed exclusively in this particular business. Family members of the owner were also
employed in the business (51.2 %), while nonrelated employees were local workforce
(91.1 %). On average, each entrepreneur employed four persons and only 13 % of the
enterprises employed more than 10 persons. Of the enterprises, 89.2 % operated all year
round, while the rest operated seasonally. However, most of the enterprises made more
profits during summer (64.5 %) and holidays seasons (41.1 %) compared to the other
seasons. Entrepreneurs who did not advertise their business amount to 32.4 %. Almost half
of the entrepreneurs (50.7 %) thought that small and medium enterprises are not able to
compete with bigger ones. Most of the entrepreneurs considered their business profitable.
However, only 19.2 % of entrepreneurs had joined a local development program such as
Leader. Finally, local competition (59.6), lack of innovation (11.5 %) and lack of access to
financing (13.2 %) were characterized as the most important problems to entrepreneurship.
Entrepreneurs were asked about the environmental performance of their businesses and
their perspectives on sustainable tourism practices. As several previous studies (Tosun
2001; Nicholas and Thapa 2010; Wolf 2012; Crnogaj et al. 2014) indicate, the identification of sustainable tourism entrepreneurs signals the direction of a change in personality,
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behaviour or attitude. To avoid negative environmental impacts of tourism, new business

development models should be developed that will give a higher degree of control to local
communities for administering the tourism services (Reid and Sindiga 1999). In our case,
almost half (46 %) of the entrepreneurs did not recognize that the economic activities of
their business contribute to the degradation of the natural environment, 36.6 % thought that
they contributed only a little and only 21 % answered very much. A correlation exists
between educational status and stated awareness of contribution to environmental degradation. More specifically, entrepreneurs educational level is related to the recognition of
the level of environmental degradation due to their economic activities. Correlation tests
were performed; education level and the understanding of environment degradation are
also estimated to be significantly associated (v2 = 39.208 * p value \0.01).
Of the respondents, 36.2 % remained a neutral view on their customers expected
willingness to pay more for environment friendly services, whereas 34.8 % disagreed and
20.2 % totally disagreed with that option. This result may be explained by several aspects
such as: (1) the current economic crisis in Greece and its negative effect on household
income, (2) lack of information regarding sustainability issues and (3) lack of priorities on
the part of the entrepreneurs regarding the promotion of eco-friendly services.
The majority of respondents (64.1 %) practices are associated with all the pillars of
sustainable development (economic, sociocultural and environmental). About their ecofriendly experience thus far, almost half (44 %) of the entrepreneurs reported that their
enterprise had in the past taken eco-friendly actions, while the majority of the entrepreneurs (72.8 %) were willing to act accordingly in the near future.15
Several studies (Bramwell and Lane 1993; Voon and Voon 2012; Stylidis and Terzidou
2014) supported that tourism is perceived to increase the standards of living and lead to a
sustainable economic growth for a local area. Within this context, entrepreneurs were asked to
define the term sustainable development of a region. It is interesting that only 9.1 % selected
environmental friendly activities or solely economic activities (15.7 %) and 74.9 % chose
economic activity with respect to environmental protection. Gender and educational level of
the entrepreneurs are also significantly associated with sustainable development as economic
activity with respect to environmental protection (gender*sdefinition * v2 = 12.110 * prob = 0.017, educational level*sdefinition * v2 = 35.302 * prob = 0.019) at 5 % level
of significance. It is interesting that 42.3 % of the sample who indicated that the sustainable
development is an eco-friendly economic activity was women and 57.7 % was men.
As regards to educational level attainment, 7.7 % of the sample reported that economy
and environment are interrelated, was entrepreneurs who had completed primary school,
whereas 46.1 % of them had a secondary school degree and 46.2 % had a university
degree. However, 33.8 % of the entrepreneurs reported that they were moderately, or only
a little (25.1 %) informed about the potential for sustainable tourism development in their
area. Vining and Ebreo (1992) point out the importance of informational strategies on
sustainability issues. The results support that only 6.6 % of the entrepreneurs were very
much informed about the potential for sustainable tourism development in their area.
With respect to the question What, in your opinion, are the essential elements for the
promotion of sustainable tourism? 70.2 % of interviewees indicated respect for the local
culture and natural environment, and 41.8 % answered that the education of local population and tourist guides towards sustainability is important. Only 5 % of entrepreneurs
answered that limiting the number of tourists in their area is a solution to achieve sustainability. However, 58.9 % of entrepreneurs characterized that the use of existing
15
Intention is a positive attitude to do something, whereas willingness suggests a desire to do.
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infrastructure with continuous improvements or the effort to enhance the economic benefits
from tourism is an essential element for sustainable tourism. Lastly, only 11.3 % chose the
training of tourists on sustainability issues. The aforementioned question was based on
several studies that have linked the issue of the relationship between attitudes and practices
from the side of entrepreneurs and the topic of sustainability. According to several studies,
it is high of interest that a holistic approach to sustainable tourism development should
combine economic, social and environmental benefits for a local area (see e.g.: Bramwell
and Lane 1993; Swarbrooke 1999; Voon and Voon 2012; Webster and Ivanov 2014;
Stylidis and Terzidou 2014).
Finally, it is known that entrepreneurs decisions can also bring benefits not only for
their business (Schaltegger and Wagner 2011; Figge et al. 2002; Young and Tilley 2006;
Parrish 2010) but also for the sustainability of a local economy (Hertin et al. 2001;
Schlange 2007). Thus, entrepreneurs were asked about the actions that they consider as
important to support tourism sustainability. In particular, 56.7 % of entrepreneurs reported
that the creation of knowledge networks and websites focused on sustainable business are
important and 26.2 % selected the promotion of environmental labels and certified management systems in tourism businesses. According to the entrepreneurs, important factors
for tourism sustainability were the promotion of initiatives or innovative ideas on sustainability amongst business (36.2 %) as well as the idea of informing tourists about the
benefits of sustainable tourism (33.3 %). No statistical significant differences were found
between the previously mentioned questions and the demographics of the entrepreneurs or
firms characteristics.
4.2 Econometric analysis

4.2.1 Estimating factors affecting entrepreneurs intention to adopt sustainable
tourism practices
Several results were obtained from the empirical estimation of Eq. (1). Table 1 presents
the estimated coefficients regarding tourism entrepreneurs intention to adopt sustainable
business practices. From Table 1 can be derived that the variable previous is statistically
insignificant. The main results are the following:
1.
2.
3.
The variable age is statistically significant at a 1 % level. In particular, the

coefficient of age is -0.048 and the relative risk of this particular variable is 0.953
which implies that the corresponding percentage change is -0.047. This means that in
relation to age, the odds of entrepreneurs intention to choose eco-friendly strategies
for their business decrease by 4.7 %, ceteris paribus.
In the case of gender, results imply that men rather than women have increased
probability to adopt practices for greening their businesses by almost 1.3 %, ceteris
paribus. This result is not awkward in Greek case since it is common sense that men
are mainly the decision makers regarding business plans.16
In the case of ownership, result implies that the corresponding percentage change is
0.485. This means that, as expected, owners are more likely to be willing to adopt
sustainable practices in their business compared to others, with all other variables
16
Please note that as presented elsewhere, Braun (2010) concluded that women had stronger environmental
attitudes and commitment to the green entrepreneurship program than males. The author(s) believe that the
results are not comparable since the stated research question in our case is different, focusing on intention to
adopt sustainable business practices.
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Table 1 Estimated binary logistic regressions of entrepreneurs intention to adopt sustainable tourism
practices in his/her company (yes: 1 no: 0) (n = 287)
i
Independent variables
Estimated coefficients
Odds ratio
eb 1
Constant
2.66***
(3.33)
Gender
-0.003*
(-2.01)
0.987
-0.013
Age
-0.048***
(-3.36)
0.953
-0.047
Income
0.19**
(2.70)
1.127
0.127
Owner
0.911**
(1.93)
1.485
0.485
Employees
0.027*
(1.76)
1.027
0.027
Previous
-0.251
(-0.55)
0.778
-0.222
Envi
0.116*
(1.88)
1.017
0.017
Log likelihood
-144.862
Pseudo R2
0.271
Hosmer and Lemeshow
2.19 (0.544)
***, **, * Represent levels of significance at 1, 5 and 10 %, respectively. Z statistics are presented in
parentheses
4.
remaining fixed. Similarly, entrepreneurs in the high impact group are more likely in
greening their companies, with an increase of 0.127 in relation to at 5 % level of
significance.
Finally, as the number of employees increases the probability of being positive to
sustainable practices in the company increases too, by almost 3 %. This relation was at
a 10 % level of statistical significance. Entrepreneurs who stated that they were aware
of the environmental problems of their region showed the same significance.
4.2.2 Estimating determinant factors of entrepreneurs awareness

towards the potentials for sustainable development
Table 2 summarizes the empirical results of the ordered logit equations estimated coefficients with respect to the awareness regarding the potentials for sustainable tourism
development in the area. In particular, the parameters of the ordered probit model were
estimated by maximum-likelihood estimation. Estimation results are shown in Table 2.
First, the main focus of this discussion is the interpretation of the statistical significance of
the independent variables, the so-called marginal effects. The changes in the probability
levels of the dependent variables are also estimated, which provides an interpretation of the
substantive effect of the independent variables. This allows interpreting changes in the
probability of the agreements levels for a change in a given parameter, relative to the
reference case. As shown, in the second column of Table 2, in the case of entrepreneurs
socio-economic variables, all the variables are statistically significant in 0.01 or 0.05
levels. The main results are the following:
123
1.
2.
3.
873
Results imply that an increasing negative correlation exists between the level of
awareness of the potentials for sustainable tourism development in the area and the age
profile. Each added year of age is associated with a 9.7 % (OR 0.097) decrease in the
odds of reporting agreement in relation to awareness, with all other values remaining
constant.
Females are more likely to be aware of the potentials for sustainable tourism
development in the area when compared to men. The odds of reporting awareness are
1.185 times greater for female in comparison with men.
An increasing positive correlation exists between the level of agreement regarding
awareness of the potentials for sustainable tourism development in the area and the
income of the entrepreneurs. This means that in relation to entrepreneurs in the highincome group, the odds of agreeing to be aware of the potentials for sustainable
tourism development in the area increases by almost 19 % (OR 1.188) with all other
Table 2 Estimated ordered logistic regression of entrepreneurs awareness towards the potentials for
sustainable tourism development in their area
Independent
variables
Estimated
coefficients
Odds
ratio
Marginal effects
Totally
Disagree
Disagree
Gender
0.169**
(2.78)
1.185
-0.019
-0.021
Age
-0.032***
(-2.97)
0.097
0.004
0.004
Income
0.173**
(2.04)
1.188
-0.019
-0.021
Owner
0.289
(0.86)
1.335
-0.036
-0.034
Employees
-0.051**
(-2.02)
0.951
0.006
0.006
Envi
0.119***
(2.65)
1.126
-0.014
Previous
-0.229
(-1.38)
0.796
0.026
_cut1
2.892
SE: 0.553
_cut2
-1.463
SE: 0.536
_cut3
0.0587
SE: 0.528
_cut4
1.767
SE: 0.552
Log likelihood
-216.45
Pseudo R2
0.299
LR v2
124.90 (0.0008)
Neutral
0.008
Agree
Totally
agree
0.023
0.009
-0.004
-0.002
0.008
0.023
1.009
0.017
0.038
0.017
-0.0023
0.007
-0.003
-0.014
0.006
0.016
0.007
0.028
-0.011
-0.0014
-0.03
-0.013
Totally disagree: 1, disagree: 2, neutral: 3, agree: 4, totally agree: 5

n = 287
***, ** Represent levels of significance at 1 and 5 %, respectively. Z statistics are presented in parentheses
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4.
5.
E. Sardianou et al.
variables remaining fixed. Similarly, the variables advertisement and price are
not statistically significant.
Results indicate that ownership status (owner) and an entrepreneurs past experience
regarding eco-friendly practices in their business (previous) are not statistically
significant variables. Contrary, the odds of an entrepreneurs awareness of the
potentials for sustainable tourism development in the area are lower by 0.951 times in
relation to the number of employees occupied in their business.
An increasing positive correlation exists between the level of awareness of the potentials
for sustainable tourism development in the area and entrepreneurs awareness of the
environmental problems of the area, at 1 % level of significance. The odds of confirming
awareness of the potentials for sustainable tourism development in the area are 1.126
times greater for persons who know the environmental problems of their region, in
comparison with others, ceteris paribus. Thus, it is confirmed that a positive relation
exists between entrepreneurs environmental awareness and awareness of the opportunities towards sustainable development within the community.
5 Discussion
The objective of this paper was to investigate parameters behind entrepreneurs favourable
decisions towards sustainable business management. Specifically, this study tried to
explore the determinant factors affecting respondents intention towards the adoption of
sustainable entrepreneurship and their awareness of the potentials for the sustainable
tourism in the study area. The interconnection between sustainable development and
sustainable entrepreneurship is established through reviewing topical literature. In order to
fulfil the objective of our study, emphasis was paid to differences in the attitude of
entrepreneurs towards sustainability issues in regard to their demographics and their firms
characteristics, running regression models. All variables included in these models to
explain intention towards sustainable entrepreneurship (Eq. 1) and acknowledgement
towards sustainable opportunities (Eq. 2) were also incorporated in other similar surveys,
regarding the entrepreneurs profile or eco-friendly attitudes in general, but not yet in the
context of tourism, nor within a regression modelling approach.
In general, the results, justified by the conceptual framework adopted in the study, are in
line with previous approaches. Specifically, variables included in logit models have the
anticipated signs as examined elsewhere. Dean and McMullen (2007) pointed out that the
growing interest of many entrepreneurs for the cessation of environmentally degrading
activities was combined with a willingness to pay for a reduction in relevant activities. It is
confirmed that environmental awareness has a positive effect on entrepreneurs intentions
to adopt sustainable practices. This positive effect is also seen regarding their awareness of
sustainability potentials within the community. These results confirm previous studies
which reported that the decision to become environmentally involved had been influenced
primarily by the development of environmental consciousness (Tonglet et al. 2004;
Tzschentke et al. 2008). Akrivos et al. (2014) also concluded that resources were not used
in a sustainable manner because of the attitude amongst entrepreneurs disregarding tourism
as being harmful to the environment.
Demographics explain statistically significant differences towards an intention to adopt
sustainable entrepreneurship. In our case, age has a negative impact on both the intention to
pay in order to adopt sustainable tourism practices as well as the acknowledgements of
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sustainability options. In general, previous studies argued that sustainable entrepreneurship

is linked to the adoption of innovation in business (e.g.: Goodman 2000). Younger
entrepreneurs are supposed to be more supportive to nascent enterprises and innovative
ideas (Levesquea and Minniti 2006; Blanchflower and Oswald 1998). Thus, our result is
connected to the reservation and risk averseness that may characterize elders in regard to
innovative actions, such as implementing sustainable developments within the core of their
business activity. Empirical analysis found that women had stronger awareness of sustainability opportunities, whereas men are more likely to adopt sustainable business
strategies, as they are the main decision makers.
The results indicate that entrepreneurs in the high-income group are more favourable to
sustainable business practices. This was expected since some environmental friendly
business practices are costly, commonly with a low rate of return. However, this result can
also be interpreted differently. In particular, given the business case for sustainable
development, (e.g. Cohen and Winn 2007; Dean and McMullen 2007), entrepreneurs may
be favourable to sustainable practices because of the indirect outcomes of the adoption of
eco-friendly actions. These outcomes can be reduced operating costs and an improved
competiveness of their firm in the light of changing tourist demands (Schaltegger and
Wagner 2011; Figge et al. 2002). Finally, results of the present study point out that firm
characteristics, such as larger size and ownership, positively affect their intentions towards
sustainable entrepreneurship. As Omar and Samuel (2011) reported, owners of larger firms
are more favourable to adoption of environmental management than SMSs.
6 Conclusions
This studys aim is mainly to provide insights into the factors that affect entrepreneurs
behavioural intentions regarding sustainable tourism practices, employing data from
Greece. Summarizing the findings of the empirical analysis, it is concluded that entrepreneurs demographics parameters and firms characteristics have distinctive effects in
explaining respondents behaviour towards sustainable entrepreneurship and acknowledgement of the sustainability options of a community. This study also shows the
importance of environmental awareness on entrepreneurs intentions towards sustainable
entrepreneurship. In addition, it is estimated that elders are less informed about the
potentials for sustainable development and less intended to adopt sustainable practices
compared to younger ones. Another important factor that positively affects tourism
entrepreneurs choice to act eco-friendly is income. Results suggest that entrepreneurs
value adopting relevant sustainability actions within their business, such as the promotion
of environmental management systems, or by supporting similar actions independently
such as participating in campaigns to inform tourists about the benefits of sustainable
tourism.
A key question is why analysing sustainable entrepreneurship matters. It matters
because sustainable entrepreneurship is directly related to achieving sustainable development goals. Within this context, there are several implications. Particularly, managers are
confronted with environmental issues in their decisions, not only in considering environmental responsibilities and business ethics, but also strategically, to ensure profitability in
todays competitive market (Molina-Azorin et al. 2009). Sustainable entrepreneurs could
expand their market share by focusing their advertising campaigns on the eco-friendly
customers. The research has also implications for practitioners in identifying under which
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firms are most likely to make moves towards sustainability innovation. (Schaltegger and
Wagner 2011). The results are crucial for policy-making because the identification of
sustainable tourism entrepreneurs points to the needed direction in order to achieve sustainable development (Tosun 2001); change is highly dependent on entrepreneurs personality and characteristics (Crnogaj et al. 2014). Thus, in order to achieve sustainable
tourism development, it is important to study the factors that affect and stimulate entrepreneurs behaviour geared towards sustainability. Market segmentation would help policy
makers formulate differentiated informational strategies specifically targeting those
entrepreneurs groups that were identified as being inclined to make sustainable decisions.
Targeting and influencing entrepreneurs in becoming more eco-friendly will limit the
impact of their business on their environment.
This paper is not without any limitations. First, this study only focused on intentions for
adoptions of sustainable entrepreneurship practices. Thus, further research is needed on the
actual sustainable entrepreneurship and the specific sustainable practices taken by the
entrepreneurs. Second, the explanatory variables used in the empirical models are only
entrepreneurs demographics and firm characteristics. Thus, future researchers are recommended to examine the impact of social norms or peer groupings. Third, given that the
sampled tourism entrepreneurs came from a specific urban part of Greece, the findings are
specific for that region and did not take into consideration business differences within the
different geographic areas of Greece. Lastly, further research is needed on specific motives,
including economic ones, that can encourage a tourism entrepreneur in adopting the
principals of sustainability in their business strategies. For this purpose, a national sustainable tourism development framework should be formulated.
Acknowledgments The authors would like to thank the Editor and the three anonymous reviewers for
their insightful and constructive comments from which the present paper greatly improved. Any remaining
errors or deficiencies are solely the authors responsibility.
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Understanding The Entrepreneurs' Behavioural Intentions Towards Sustainable Tourism: A Case Study From Greece

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Environ Dev Sustain (2016) 18:857879

Understanding the entrepreneurs behavioural intentions

tourism by sector, the contribution of accommodation-related emissions is 20 %

Available at: http://sdt.unwto.org/sites/all/files/docpdf/climate2008.pdf.

Available at: http://sdt.unwto.org/sites/all/files/docpdf/fromdavostocopenhagenbeyondunwtopaper.

Available at: http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_highlights14_en.pdf.

Available at: http://sete.gr/EN/Home/.

Available at: http://www.un.org/esa/agenda21/natlinfo/wssd/greece.pdf.

Understanding the entrepreneurs behavioural intentions

However, it is necessary to explore how sustainable entrepreneurship can be encouraged.

Available at: http://sustainabledevelopment.un.org/content/documents/Agenda21.pdf.

Available at: http://sustainabledevelopment.un.org/rio20.

Available at: http://sustainabledevelopment.un.org/topics/sustainabletourism.

Understanding the entrepreneurs behavioural intentions

2.2 Sustainability, sustainable tourism and sustainable development

Available at: http: http://sdt.unwto.org/content/about-us-5.

2.3 Sustainability-driven entrepreneurship and tourism

Available at: http://www.e-unwto.org/doi/pdf/10.18111/9789284414741.

Understanding the entrepreneurs behavioural intentions

economic gains, society equity, environmental quality and cultural preservation on an

2.4 Intention theory and its assessment of entrepreneurs behaviour

of the tourism sector implement sustainable practices affects the effectiveness of a

Understanding the entrepreneurs behavioural intentions

Another important factor is a firms size. More precisely, stronger socio-environmental

Fig. 1 Map of the study area

3.2 Sampling selection procedure

The estimates refer to the year 2013.

Understanding the entrepreneurs behavioural intentions

3.3 Model specification

Understanding the entrepreneurs behavioural intentions

4.1 Statistical analysis

behaviour or attitude. To avoid negative environmental impacts of tourism, new business

Intention is a positive attitude to do something, whereas willingness suggests a desire to do.

Understanding the entrepreneurs behavioural intentions

4.2 Econometric analysis

The variable age is statistically significant at a 1 % level. In particular, the

Hosmer and Lemeshow

4.2.2 Estimating determinant factors of entrepreneurs awareness

Understanding the entrepreneurs behavioural intentions

Totally disagree: 1, disagree: 2, neutral: 3, agree: 4, totally agree: 5

Understanding the entrepreneurs behavioural intentions

sustainability options. In general, previous studies argued that sustainable entrepreneurship

Understanding the entrepreneurs behavioural intentions

Understanding the entrepreneurs behavioural intentions

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