Exploring sustainable tourism through an Italian B Corp case study

Abstract

Sustainable tourism encompasses practices that lower businesses’ greenhouse gas emissions, uphold workers’ rights, protect biodiversity, minimize water consumption, and adopt various sustainable initiatives within the tourism sector. Companies can earn different certifications to demonstrate their commitment to sustainability. Notably, B-Corp certification uniquely recognizes organizations striving for sustainability, characterized by its dual objective of enhancing profits while benefiting society and the environment. This research investigates how an Italian B-Corp in the tourism industry employs prosocial practices and innovative technologies to weave sustainability into its business strategies. A survey of open and closed questions showed that ethical travel fosters connections between travelers and nature, history, art, and various cultures. The findings highlighted positive perceptions of B-Corp certification, emphasizing its organizational advantages. Embracing this progressive business model aligns seamlessly with the company’s ethos. Beyond discussing B-Corp certification, the results underline how the company contributes to achieving the sustainable development goals (SDGs) set in the Agenda 2030. This research presents theoretical, practical, and social implications. Furthermore, it enhances the scientific literature on sustainable tourism.