Embracing Environmental Responsibility and Sustainable Innovation in Small Tourism Businesses to Improve Environmental Efficiency: Insights from Chihuahua, Mexico

Abstract

This chapter examines the integration of environmental responsibility and sustainable innovation in small tourism businesses in Chihuahua, Mexico, to improve their environmental efficiency. Using an interpretive and qualitative approach, four focus groups were conducted with tourists, tour operators, entrepreneurs, and academics. The results reveal a widespread lack of training, awareness, and resources for adopting sustainable practices, as well as barriers such as concerns about initial costs and limited appreciation of the added value of sustainability. However, participants showed a willingness to change, highlighting the need for education, public-private collaboration, the use of green technologies, and the integration of local communities. The study concludes that environmental responsibility and sustainable innovation are essential to improving operational efficiency, reducing environmental costs, and strengthening business resilience in the tourism sector, proposing change management strategies to transition towards more sustainable business models.