| Summary: | The linking of tourism businesses and their environmental impacts may be obscured by tourism's image as a ‘soft’ industry.This may explain why there are few studies of the drivers and barriers involved in corporate environmentalism, particularly within the context of developing countries where tourism is often a major foreign exchange earner.This paper narrows this gap by providing evidence about the drivers of and the barriers to corporate environmentalism in the hotel sector of Penang, Malaysia.Using qualitative data obtained via elite interviewing, document analysis and personal observation, the paper discusses the theoretical drivers of and barriers to corporate environmentalism in the study context. The findings indicate that without the introduction of more and stronger drivers, and without understanding and addressing the underlying barriers, instilling a sense of environmental responsibility in the hotel sector in Malaysia, as in other developing countries, may prove daunting.
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