Abstract
This study explores the (de)motivations of small, independently-owned, hotels to conserve the environment in the Aral Sea region of Uzbekistan. This destination provides an interesting case study as it represents one of the world's most deprived regions with a scarce resource base. This resource scarcity should prompt hotels to conserve the environment. However, this resource scarcity may prevent environmental conservation as the limited resources can be spent on other operational tasks. By interviewing senior hotel managers, this study showcases their limited motivation for environmental conservation. The study highlights the role of various stakeholders in encouraging hotels to save the environment. Recommendations are made on policy and management interventions required to incentivize environmental conservation by hoteliers.