Small tourism providers' stories about sustainability

This study asks how small tourism providers use stories to make sense of their world in terms sustainability. It elaborates on sense-making and story concepts relevance sustainability; adopts an enactive research approach multiple methods (participation, journaling, interviews, document analysis, content analysis); explores five providers' about themselves, the destination, for tourists. The main findings reveals that by seeing themselves as characters a multi-themed which they are fallible change agents, understanding practising sustainability differently, whereas government is responsible implementing radical change. study's novelty lies narrative inquiry allows comprehensive, nuanced worldviews.