| Abstract | This study explores the importance of measuring sustainability in tourism startups by
examining common Key Performance Indicators (KPIs) and the application of Social Return
on Investment (SROI) as a tool to assess impact. Sustainability measurement enables startups
to balance economic growth with social and environmental responsibility, ensuring long-term
viability. The research highlights how KPIs help track financial, customer, environmental,
social, and operational performance, while SROI provides a comprehensive monetaty
valuation of social and environmental benefits. The findings emphasize that effective impact
measurement improves decision-making, transparency, and stakeholder trust, fostering
responsible tourism development. The study offers practical suggestions for startups to
implement sustainability measurement frameworks and enhance their contributions to
sustainable development goals.
Keywords: Sustainability Measurement, Tourism Startups, Key Performance Indicators, Social
Return on Investment, Impact Assessment, Sustainable Tourism, Stakeholder Engagement.
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