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This research looks at the motivates and values of owner-managers of micro and small-sized accommodations for entering into the accommodation business and implementing CSR measures in it. According to theory, it may either be because of self-enhancement motives, for self-transcendent motives, or a combination of the two. These different motives may lead to the entrepreneur implementing sustainability measures in his operations, only the extent and depth to which this is done depends on the underlying values of the person. Explorative semi-structured interviews with the owner-managers of micro and small-sized accommodations were carried out. Results show that indeed the primary reason for entrepreneurs to enter into business is for self-enhancement reasons. Notwithstanding, a number of entrepreneurs mention both self-enhancement and self-transcendence motives. Most entrepreneurs do not mention sustainability as part of their business goal, but have implemented several CSR measures. This goes from basic actions like LED lights and separating waste, until solar panels and waste prevention. When referring to sustainability, the entrepreneurs mostly explain it as actions that are good for the environment. Actions that are good for society are not seen as belonging to sustainability, even though the entrepreneur undertakes several actions that add value to it. Further research is needed to get a better understanding of the types of CSR measures that are implemented in their accommodations, and how this connects to the dominant values of the individual.

UNDERSTANDING THE SUSTAINABILITY STANCE OF MICRO AND SMALL-SIZED ACCOMMODATION OWNER-MANAGERS TO ENTER INTO (SUSTAINABLE) ENTREPRENEURSHIP