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This paper ascertains how small accommodation firms can contribute to sustainability by creating shared value (CSV) through adapting their product. A sequential mixed methods approach was adopted including interviews with small accommodation providers and an online survey from domestic leisure tourists. Results demonstrate that adapting the accommodation product through implementing local food initiatives and messages positively influences guests’ sustainable behaviour through their willingness to purchase local food, resulting in value creation for various stakeholders including local community and businesses in the region. Adapting the product will also increase guests’ satisfaction with their stay, yielding economic profits for the accommodation providers. Nevertheless, fostering a supportive environment through institutional systems and inter-firm relations is crucial for CSV to function as an effective strategy for these small firms. [ABSTRACT FROM AUTHOR]