Assessing Sustainability in Non-Hotel Organizations: Commitment and Practice Implementation Within a Multidimensional Measurement Framework

Purpose - This study addresses this academic gap by investigating the current state of sustainability among a broad community of non-hotel tourism operators. The main purpose of this research is to assess sustainability commitment and practice implementation within the non-hotel accommodation sector. By analyzing indicators relating to both the importance perceived by managers and the actual presence of the respective practices within the property, the study aims to map the value-action gap and identify the structural barriers that condition the ecological and socio-economic transition of the non-hotel hospitality sector. Design/methodology/approach - The study adopts an empirical quantitative research design based on a multidimensional framework, structured into an original model derived from the main literature sources, and refined through consultation with experts and practitioners from the Vivere di Turismo community, and encompassing 64 indicators grouped into six pillars and the three dimensions of sustainability. Data collection was carried out through an online survey addressed to a wide community of non-hotel operators, resulting in a robust sample of 616 valid questionnaires. The questionnaire utilized a comparative two-dimensional scale where respondents evaluated each indicator based on both its perceived importance and its actual implementation within the business. The collected data underwent descriptive and comparative statistical analysis to examine differences across distinct accommodation types, which include entrepreneurial and non-entrepreneurial tourist rentals, farmhouses, bed and breakfasts, and property managers. Furthermore, a performance matrix analysis was applied through the star plotting technique to identify the best performers for each pillar and sustainability dimensions. The findings reveal a consistent gap between sustainability commitment and practice implementation across all sustainability pillars