| Summary: | There have been some encouraging trends in recent years towards green and sustainable practices. Green practices from basic initiatives to certification schemes are increasingly important for companies to be socially responsible in the tourism and hospitality industries.There are a number of factors driving the demand for green. In the hotel industry,it appears that small and medium‐sized enterprises (SMEs) are not actively getting involved with green practices.The question is whether or not SME owner‐managers of hotels are ready to keep up with the changes in the changing market environment.The purpose of this article is to investigate the factors that have an impact on the adoption of green practices among small and medium sized hotels (SMHs) in Southern Thailand using Institutional theory as a conceptual framework.The study adopts a quantitative analysis method.A questionnaire
survey is a method used to collect the data from hotel owner‐managers in Phuket and Krabi. Our analysis shows that only owner‐manager attitudes positively influence the adoption of green practices and funds availability moderates the relations between regulations, green consumers and competitors with the adoption of green practices.
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