Profit maximization and sustainability paradox in the hospitality industry

Abstract

The relationship between tourism and environment is arising some concerns for tourism agents and the community. This paper provides a context for the paradox between profit maximization and sustainability in the hospitality industry, focusing on small hotels as it is considered that the tensions experienced have a major impact in their business life. The research is qualitative, based on the analysis and in-depth interview of four small hotels. Results suggest a different positioning of the hotels, therefore different strategies for managing the paradox presented, also influenced by the nature of the hotel.