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As net-zero pledges gain momentum globally, more and more accommodation businesses seek to quantify their carbon emissions. Building on Chan (2021), this study aims to explore what drives Australian accommodation providers to measure the carbon footprint of their businesses and what barriers hinder them from doing so.

Empirical data were collected by conducting ten semi-structured interviews with owners, senior executives, consultants, certification bodies and hotel management companies. The set of interviews represented different segments of the hotel industry and various accommodation types. Data were analysed with thematic analysis.

The major drivers for adopting carbon footprint analysis are as follows: the analysis being perceived as an important contribution to a company's corporate responsibility, the owner or manager's environmental concern, the assessment being a requirement for obtaining an eco-certification and the business benefits associated with implementing the initiative. The major barriers hindering adoption include the following: difficulties with data gathering, the lack of a standard methodology, a lengthy decision-making process and a lack of resources.

Based on the empirical findings and three theories on ecological responsiveness, this study develops a conceptual framework for implementing carbon footprint analysis in the accommodation context and recommends strategies to increase the adoption of carbon footprint analysis.

This study responds to Chan and Hsu's (2016) call for further research on carbon footprint in the hotel context and represents the first attempt to explore the drivers and barriers specifically associated with implementing carbon footprint analysis in the accommodation sector.