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espanolA fin de lograr una mejora de la gestion ambiental de las pequenas y medianas empresas de alojamiento es importante comprender los factores y motivaciones que impulsan a sus gestores a adoptar tecnologias mas eficientes y practicas ecologicamente responsables. Una muestra de 18 hoteles y campings en la destinacion turistica madura de la Costa Brava (Espana), todos ellos gestionados por empresas familiares independientes, fueron contactados para el proyecto. La investigacion se baso en la combinacion de encuestas y entrevistas semi‑estructuradas con los maximos responsables de los establecimientos. El ahorro de agua se revela como una cuestion de baja prioridad para la mayoria de gestores, mientras que las ventajas competitivas y la competencia por el uso de agua por parte de otros grupos sociales aparecen como factores menos relevantes que en la mayor parte de la literatura cientifica publicada. Se concluye que incidir sobre los factores organizativos tiene un mayor potencial de transformacion de las empresas para el ahorro hidrico que no los cambios que puedan realizarse a nivel estructural o tecnologico. EnglishTo improve the environmental performance of small and medium‑sized accommodation enterprises, it is important to understand the factors and motivations that move managers to adopt more efficient technologies and ecologically responsible practices. A sample of 18 independent family‑run hotels and campsites were contacted in the mature tourist resort area of the Costa Brava (Spain). The research worked with a combination of surveys and semi‑structured interviews directed at top managers. Saving water is revealed as a matter figuring low on the list of priorities of most managers, while competitive advantages and stakeholder pressures appear as less relevant drivers than is posited in most of the scientific literature. We conclude that addressing organizational factors holds more promise in terms of transformative power supporting water conservation than structural or technological changes.

Small and medium ‑sized accommodation managers and opportunities for water conservation