There is a worldwide growing interest in what factors lead tourism businesses to behave more responsibly. Three organizational values and four drivers of change are widely regarded as the key factors. This research seeks to understand the linkages between these values and drivers, and the related importance of barriers and facilitators. To elicit information, semistructured interviews were conducted with senior management of 24 New Zealand Responsible Tourism Qualmark scheme–accredited businesses. Businesses motivated by altruistic values rarely report external drivers, they were more likely to be gold accredited and they reported implementation of more costly and long-term responsible tourism measures. In contrast, businesses motivated by legitimacy and competitiveness values demonstrated strong linkages to the external drivers of business environment and economic advantage, and they interpreted responsible tourism as a business opportunity. Their accreditation was typically at the lower levels of silver and bronze, and they referred to a wide range of barriers that prevented them from implementing more extensive measures. Using the theory of planned behavior to integrate the factors and thereby explain intentions and responsible behavior, this research will help to improve accreditation schemes and target businesses more effectively to become involved.