This chapter examines the adoption of environmental responsibility and sustainable innovation in small tourism enterprises to improve environmental efficiency in Chihuahuan State, Mexico. The study’s objective was to understand stakeholders’ perceptions of environmental responsibility and sustainable innovation for environmental efficiency based on the current scenario and the possible change management strategies. The research design was qualitative interpretive; theoretical and empirical methods were used, such as a scoping review in Scopus, the analysis of literature in other databases, focus groups, participant observation, thematic content analysis, and data triangulation; four groups were compared to make a theoretical derivation and systematize perceptions about managing perceived change. The focus group participants were 18 visitors, 13 tour operators, 21 entrepreneurs from small tourist businesses, and 19 academics; the study was conducted between 2023 and 2024. As a result, the participants appreciated similar and different perceptions, each related to legitimizing the group to which they belong. The generalized recognition of environmental responsibility and innovation was verified as a condition for environmental efficiency despite the limitations in knowledge and training on the subject. They perceived many opportunities to promote small, sustainable tourism businesses committed to greater efficiency. The chapter concludes by emphasizing the need to achieve a high level of responsible and innovative environmental commitment to improving small tourism businesses’ efficiency and environmental costs.