Exploring the Motivations, Abilities and Opportunities of Young Entrepreneurs to Engage in Sustainable Tourism Business in the Mountain Area

Abstract

An important driver of socio-economic development in mountain areas is sustainable tourism. Young entrepreneurs can represent a solution for the sustainable development of the mountain area. However, little is known if an opportunity or necessity drives them to engage in sustainable tourism business in the mountain area. The present study uses the motivation–ability–opportunity (MAO) framework in an effort to understand young entrepreneurs’ sustainable behavior. Semi-structured interviews with young tourism entrepreneurs in the Romanian Carpathian Mountains (n = 21) showcase why young business owners are motivated to engage in sustainable behaviors, how they make the sustainable outcome happen, and what is entrepreneurs’ perception on the opportunities that allow them to do sustainable business. This paper brings new perspectives presenting the perception of young entrepreneurs regarding the opportunities provided by natural resources in the mountain area for the sustainable development of the tourism business. The results reveal that intrinsic motivation is dominant, sustainable business development being considered an extension of personal lifestyle by most of the study participants. All respondents stated that they have knowledge about alternative energy sources, and they want to use them as much as possible in their business. Most respondents have the managerial capability to integrate the specifics of the area in the offers and to use the natural resources and infrastructure to business advantage. The use of technologies that help save resources is considered an opportunity to build a sustainable business by all study respondents, followed by facilities offered by the local community. The findings may be used by governments and other stakeholders to make key decisions that stimulate sustainable forms of entrepreneurship in the mountain area.