Different shades of green on small islands

Many small islands exist as tourism destinations worldwide. In the 1990s, the growth of environmental consciousness led some small islands to question their mass tourism offers and to refocus on more sustainable propositions. However, it remains unclear whether hospitality firms see these sustainability related efforts as drivers of success and whether tourists value this dimension when choosing or recommending a destination. This study chose a small island destination to address these questions using data covering firm and tourism perceptions of green products. The results show that tourists tend to value green efforts with different intensities, corresponding to three segments: Light Green, Green, and Super Green. These findings should help hotels adjust their communication strategies and develop new services. Further, destination marketing organizations can devise a consistent destination strategy, integrating all stakeholders by including their most valued concepts.