SUMMARY
Coastal tourism destinations are reinventing themselves, concentrating on product improvement and image enhancement. Reinventing sustainably is key and restaurants are an important factor. Research upon the processes of change in the industry seems to be fragmented and undefined in its conclusions. Knowledge is lacking on what specifically drives innovation in the hospitality industry. Since restaurants seem to be focusing more than ever on implementing green strategies, incorporating sustainability into restaurant practices is not an unexplored area. However, the how and why it is incorporated or not, can be different per restaurant. The objective of this study is to identify possibilities of change in restaurateur practices, which can lead to interventions that will foster sustainable destination development in Vrouwenpolder; a coastal destination within the Netherlands. For the identification of interventions that could advance the sustainability enacted in restaurateur practices, a qualitative research was conducted. Practices of restaurateurs in Vrouwenpolder are identified and compared to perceived-to-be ideal practices. Analysis of data collection draws on practice theory, and resulted into recommendations for advancing the sustainability enacted in restaurateur practices. It seems to be that primarily the meaning within a practice is decisive in whether sustainability is integrated or not.