Aspects of sustainable entrepreneurship in the hospitality industry of Kazakhstan: drivers, challenges and transformational strategies

This research investigates the factors, obstacles, and approaches influencing the adoption of sustainable entrepreneurship within Kazakhstan’s hotel industry, utilizing data from Almaty, Astana, and Shymkent. This study used an explanatory sequential mixed-methods approach, integrating quantitative surveys from 158 hotel managers (utilizing SPSS 28.0 and SmartPLS 4) with 18 semi-structured interviews processed with NVivo 14. Multiple regression analysis (R² = 0.413, F = 21.67, p < 0.001) reveals operational cost savings (β = 0.38) and government regulations (β = 0.24) as the sole significant predictors of sustainability adoption, whereas competitive advantage, customer demand, and personal values are deemed non-significant. Primary obstacles encompass substantial initial capital expenditures, knowledge gaps, and restricted access to green financing. ANOVA analysis indicates significant stratification by hotel star rating, with five-star establishments markedly surpassing three-star hotels in energy efficiency, waste reduction, and local supplier participation. Research reveals that the adoption of sustainability in Kazakhstan is predominantly driven by economic rationality rather than ethical or environmental considerations, with institutional frameworks both facilitating and hindering advancement. The study introduces a Context-dependent Phased Transformation (CPT) model that conceptualizes sustainability transition as a non-linear, iterative process influenced by institutional readiness, financing conditions, and market maturity, providing both theoretical and practical insights for hotel entrepreneurs and policymakers in emerging economies.

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