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Hospitality artisan entrepreneurs’ perspectives of sustainability

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Artisan entrepreneurs are argued to be creative disruptors of business norms influencing societal, political and economic change. Yet, studies of small- and medium-sized hospitality artisan enterprises are few, especially studies of their sustainability practice. This interpretive study used qualitative in-depth interviews with eight New Zealand hospitality operators who are deemed artisan entrepreneurs to glean exploratory insights into their perspectives of sustainability in their enterprises. Thematic analysis revealed four overarching conceptual themes that captured the artisans’ journeys against the tide of conventional business mores towards sustainable practice. The themes were the backstory, a road less travelled, tribe of journey-makers and rewards of the journey. The findings highlight that the sustainable hospitality business model demands much more than the conventional equivalent. As such, the findings reveal a sustainability consciousness as the driving motive and important starting point. The study also provides some evidence to confirm hospitality artisan entrepreneurs as creative disruptors in the global sustainable business agenda.
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Keywords: artisans; change-maker; entrepreneurs; hospitality; interpretivism; like-minded; sustainability; values

Document Type: Research Article

Affiliations: 1: New Zealand School of Tourism 2: 0000000107057067Auckland University of Technology

Publication date: September 1, 2020

This article was made available online on October 8, 2020 as a Fast Track article with title: "Hospitality artisan entrepreneurs’ perspectives of sustainability".

More about this publication?
  • Hospitality & Society is an international multidisciplinary social sciences journal focusing upon hospitality and exploring its connections with wider social and cultural processes and structures. The journal welcomes submissions from various disciplines and aims to be an interactive forum expanding frontiers of knowledge and contributing to the literature on hospitality social science. Articles that stimulate debate, discussion and exchange across disciplines are welcomed, as well as review essays or short topical pieces that are provocative and problematic in nature.

    Hospitality & Society is the official journal of the Council for Hospitality Management Education
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