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We advocate the adoption of more expansive and creative methodological approaches the study of tourism. More specifically, we argue that by examining how individuals narrate their experiences and social practices, researchers can gain an insight into the meanings actors attach to their actions. Considered from this perspective, narratives become performative; they prompt actors to take actions that (they feel) actualise the story they are seeking to tell. To illustrate its value, we use linguistic narrative analysis to explore how the owner-managers of small values-based tourism firms narrate the operation of their business. A dataset of first person accounts made of both narratives in storified form featuring a chronological order with beginning, middle, and end, and narratives without a storified form largely recounting opinions, feelings, and points of view, are interpreted to offer new perspectives on the behaviours of small firms in tourism. We argue that narrative approaches should complement methods used routinely by tourism scholars to examine this constituency of actors (and others). [ABSTRACT FROM AUTHOR]

This research aims to identify, and critically understand, the key opportunities for and barriers against tour operators and their ground handlers sourcing and selling more sustainable tourism products. The study is framed in the literature of organisational culture and buyer–seller collaborations both downstream (sustainable supply chain management) and upstream (business-to-business marketing). Semi-structured interviews help to identify the tour operators' barriers, opportunities and key decision-making criteria. The findings suggest that a supportive organisational culture is a prerequisite to success for companies that wish to scale up the volume of sustainable products they source and sell. Sustainability only sells when it contributes to an organisation's ability to meet its requirement of quality of service, especially in relation to suitability of the products to its target markets and reinforcing professional and trustworthy relationships. For services that are keenly priced, and/or that have tight health and safety regulations, buyers and sellers often lack the motivation to consider sustainability requirements unless they are clearly valued and marketed. Business-to-business marketing requires suppliers to understand the relative importance of sustainability to each of their buyers and, in response, to develop appropriate arguments to explain the importance of sustainability within their buyers' organisational needs. [ABSTRACT FROM AUTHOR]

Abstract Previous research explains the various factors that motivate or discourage the owner-managers of small firms to behave sustainably. However, it has failed to develop a meaningful understanding of how these factors inter-relate or combine to influence their decisions. This research identifies and explains how socio-cultural and industrial norms influence the intentions and behaviours towards sustainability of owner-managers of small tourism firms. This grounded theory study shows how selective peer association allows the use of norms that match one's values to predict the difficulties, benefits and therefore justification for pro-sustainability (in)action. Locally-held socio-cultural norms determine what is commonly (dis)approved of through reflective and comparative processes. Connectedness to the locality triggers empathy for nature and the local society, but not a corresponding sense of responsibility. This dissonance is managed by allocating responsibility to industry actors perceived as more powerful, particularly tour operators and consumers, and to the widespread greed and short term culture dominating the sector. Highlights • We study the owner-managers of small Cretan tourism firms. • Sociocultural and industrial norms shape how owner-managers behave. • Perceptions of what is desirable and expected model sustainability behaviour. • Descriptive and injunctive norms influence behaviour intentions differently. • Tourism industry norms are used to compare oneself with other businesses. [ABSTRACT FROM AUTHOR]