customer’s awareness of environment-friendly...
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Customer’s Awareness of Environment-Friendly Initiatives in Hotels
Naresh Nayak P.,
Assistant Professor- Senior Scale, Accommodation Operations,
Welcomgroup Graduate School of Hotel Administration,
Manipal University, India.
Email: [email protected]
Abhishek Rao KP,
Assistant Professor, Human Resource and Supply Chain Management,
Department of Commerce,
Manipal University, India.
Email: [email protected]
___________________________________________________________________________
Abstract
India is a country with long history and rich cultural heritages. It has abundant tourism
resources and a wide range of tourism facilities, making it one of the most famous tourist
destinations in the world. However, the continuing development of the tourism industry and
its conflict with environmental protection has become a problem for many countries.
Developing green hotels could be one solution to the problem. However, consumers'
understanding of green hotels is quite limited. It was found that consumers were not clear
about the characteristics of a green hotel. Different categories of consumers have different
perceptions about a green hotel. Consumers hope to boost and improve green consumption
while hotels hope to reinforce management and sales of green hotels. This Study analyzed the
awareness of the people about Environment-friendly programs in hotels and degree to which
such programs influenced customer’s hotel selection.
___________________________________________________________________________
Keywords: Green Hotel, Awareness, Environment
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1. Introduction
The tourism industry keeps growing. Worldwide tourist arrivals in foreign countries have
increased by 6.5% yearly since 1950 reaching nearly 900 million arrivals in 2007. Nowadays,
tourism represents 35% of the world‗s exports of services and over 70% in some developing
countries. However, this growth often comes with unsustainable consumption practices
endangering ecosystems and natural resources. In order to conserve local biodiversity while
sustaining the tourism industry, a new approach involving sustainable development must be
implemented. To achieve this, the different components of the tourism industry need to be
integrated into a global strategy of environmental protection. Since the hotel industry is at the
heart of tourist activity, it is important to evaluate and assess its environmental impact. There
is hence a need for greener hotels that are at the heart of the tourism industry. Hotel guests are
more conscious of environmental problems and have started to consider the environment in
their accommodation choice. In a few years, it is certain that environmental protection will
become a legal obligation for hotels (M. Ruud J. Reuland, Best Environmental Practices for
the Hotel Industry 2008) Tourism is one of the leading growth sectors of the global economy,
bringing in billions of dollars annually in developing countries and transporting millions of
people internationally. But the tourism industry's growth through the years has created an
increasing amount of stress on the environment. For example, as a result of increasing tourism
in Goa, India, developers built several hotels. The hotels soon drew up to 66,000 gallons of
water per day from wells and other local sources. Many of the wells and rivers the community
had relied on went dry. This is a common problem in many areas where tourism runs into the
limits of natural resources (Sarah Alexander, 2002). Green hotels follow strict green
guidelines to ensure that the guests are staying in a safe, non-toxic and energy efficient
accommodations. Here are some basic characteristics of a green hotel:
Housekeeping uses non-toxic cleaning agents and laundry detergents
100% organic cotton sheets, towels and mattresses
Non-smoking environment
Renewable energy sources like solar or wind energy
Bulk organic soap and amenities instead of individual packages to reduce waste
Guest room and hotel lobby recycling bins
Towel and sheet reuse
Energy efficient lighting
Serve Organic and local grown food
Non-disposable dishes
Offers a fresh air exchange system
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Newspaper Recycling
Gray water recycling
The term has been used on a more regular basis as new websites devoted to the subject
become more prominent and hotel owners become more interested in protecting the areas
their guests have come to visit. New properties are built from sustainable resources- tropical
hardwoods, local stone and designed to better blend in their environment. In addition, they are
also being run on eco-friendly principles, such as serving organic or locally grown food or
using natural cooling as opposed to air conditioning. Selecting the right decisions in
developing a green hotel is very crucial. Selecting a location, the technology and other green
equipment in plan of developing a green hotel are all interrelated. Getting a certification such
as LEED or GRIHA has become very important nowadays, as the current generation of
people trust in these certifications. Whereas building a green hotel used to cost a premium,
current studies show that the cost of building to LEED standards is not greater than
conventional approaches, while those buildings are healthier for occupants and less expensive
to operate (Jim Butler, 2012).
Environment may be broadly understood to mean our surroundings. It can be divided into
non-living and living components. The Environment provides resources which support life on
the earth and which also help in the growth of a relationship of interchange between living
organisms and the environment in which they live. It is important to realize that humans enjoy
a unique position in nature due to their exceptional ability to influence and mold the
environment. In the recent past the term nature has been used as parallel to word environment.
It has been generally believed that nature is what man has not made. In our discussion
environment and nature have been used as synonym, which incorporate most of the visible
manifestation of geography. Raymond Williams defines nature as ‗the material world itself,
taken as including or not including human beings.‗ Tracing the history of the term he suggests
that nature‗ has meant the ‗countryside‗, the unspoiled places‗, plants and creatures other than
man.‗ (Keywords, London, 1988. p. 219-223) The variety of life on Earth, its biological
diversity, is commonly referred to as biodiversity. The number of species of plants, animals,
and microorganisms, the enormous diversity of genes in these species, the different
ecosystems on the planet, such as deserts, rainforests and coral reefs are all part of a
biologically diverse Earth. Biodiversity boost
Almost a third of India‗s energy and water usage is consumed by commercial buildings,
including hotels, thereby providing a significant opportunity to assess and accelerate the
implementation of environmentally sustainable practices in the country. While major brands
and hotel chains in India have often been associated with eco-friendly practices, the Orchid
Mumbai, an independent business hotel, pioneered the initiative in the country by being
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established as Asia‗s first five-star ―Ecotel certified hotel in 1997. Currently, there are five
Ecotel properties operating in India, with four more under development. Other industry firsts
include Welcomgroup hospitality chain‗s ITC Sonar Bangla, Kolkata which was the first
hotel in the world to obtain Certified Emission Reductions (CERs), or climate credits issued
by the Clean Development Mechanism (CDM) Executive Board for emission reductions
achieved by CDM projects and verified under the rules of the Kyoto Protocol.
At Marriott International Hotels, greening its hotels isn't enough; the Bethesda, MD-based
hotel operator also has made it a mission to have zero net waste from its headquarters by
2012. On the hotel end, Marriott's "Spirit to Preserve" is a five-point strategy, which includes
greening its hotels and supply chain. Marriott is working to empower its hotel development
partners to design and construct greener hotels and will by the end of the year develop its own
green hotel guidelines, in line with LEED standards‖ stated David Eisen (2009). He also
writes that ―Starwood Hotels and Resorts newest brand, Element, is making sure that
consumers and agents alike are aware of its greening efforts. Starwood says the brand, which
is an extended-stay product, is the first to mandate that all properties pursue the U.S. Green
Building Council's LEED certification. The hotel company believes that just as its W brand
was a trailblazer in hotel design and style. Element will do the same in the green arena.‖
2. Literature Review
Green practices are those things that organizations can do to minimize their carbon
footprint and the negative impact that their organization has on the environment. Some of the
practices that are often recognized by the public as green or environmentally responsible are:
saving water, saving energy, and reducing solid waste (Manaktola & Jauhari, 2007). Often
these practices go unnoticed by the public as they are behind the scenes types of things. What
distinguishes a no green restaurant from a green restaurant focuses on 3 R‘s- reduce, reuse,
and recycle and two E‘s- energy and efficiency (Gilg, Barr, and Ford, 2005). According to
Osland and Mackoy (2004, p. 110), ―eco-lodges are the accommodation facilities and services
established in, or very near, natural areas visited by Eco tourists.‖ Other researchers have
defined eco-lodges as nature-dependent lodges that meet the philosophy and principles of
ecotourism (Russell ,Bottrill, & Meredith, 1995).
Green restaurants can also purchase energy efficient products and equipment, purchase
locally grown produce and materials to minimize the transportation impacts, and engage in
environmental protection programs (Schubert, et al, 2010). The hospitality industry in general
has been feeling the pressure from society as well as governmental regulations related to the
implementation of more environmentally friendly policies (Bohdanoqicz, 2006; Zurburg, Ruff
& Ninemeier, 1995).Other researchers have defined eco-lodges as nature-dependent
lodges that meet the philosophy and principles of ecotourism (Russell, Bottrill,
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& Meredith, 1995). Hilton‘s Europe and Africa-wide sustainability initiative was launched
in 2006 in order to conserve energy (Environmental Leader, 2008). These hotels have been
interested in the reduction of solid waste, water consumption, and energy consumption in
order to comply with environmentally friendly efforts (Bohdanowicz, 2006; Shanklin, 1993).
In order to monitor and improve energy savings, a hotel needs an energy management
program that includes temperature controls, motion-sensitive lighting systems, and Energy
Star rated devices and Appliances (Iwanowski & Rushmore, 1994). An energy program
coordinator of the United Nations Environment Program suggested that consuming less
energy and adopting energy-efficient technologies reduce the need for investment in energy
infrastructures and increase the competitiveness of businesses (Accor, 2006). A solid waste
management program is intended to reduce the volume and toxicity of the garbage being sent
to the landfill (Iwanowski & Rushmore, 1994). Kirk (1995) suggested that waste can be
recycled either by reusing products, or by recycling the materials, by minimizing waste in
operations. For the efforts, hotels have installed soap and shampoo dispensers in guest
bathrooms instead of individually packed toiletries (Bohdanowicz, 2006). With such waste
management programs, the Willard InterContinental Hotel in D.C. reduced waste by 22%,
from 1029 tons in 2005 to 807 tons in 2006 (Envirelation, 2007). Environmental management
has been targeted at reducing wastage of water and improving water quality. Excessive water
use can deplete or destroy local water resources, and threaten the availability of water for
local needs (The Center for Environmental Leadership, 2003). Nearly all hotels pay for the
water they consume twice: first to obtain fresh water and then to dispose it (Dodds, 2005).
Water consumption depends on the services and facilities offered, and on existing water
conservation practices (Bohdanowicz, 2006).
Negative impacts include the extensive amount of laundry that hotels do on a daily basis,
the use of disposable products, heated swimming pools, use of strong cleaning products by
the housekeeping departments (Gustin & Weaver, 1996). The increased environmental
awareness is poised to have a significant impact on hotel selection. The types of
environmental policies hotels have, or the steps they have taken to reduce their impact on the
environment, may become factors for travelers when selecting which hotels to stay in. Hotel
selection, with a heavy emphasis on hotel attributes and guest room attributes, is a prominent
research topic in the travel and tourism literature (Lockyer, 2005). The role those attributes
may play in a travelers mind are also a well-studied phenomenon (Dolnicar & Otter, 2003).
Although consumers have expressed concerns about the environment, these concerns have not
translated into purchase or consumption of green products and services (Wong et al, 1996;
Peattie, 1999; Crane, 2000). This is because consumers often perceive several green or eco-
friendly products and services as expensive and unattractive, especially when compared to
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similar non-green products and services ( Johri and Sahasakmontri, 1998; Lubieniechi, 2002).
―At Marriott International Hotels, greening its hotels isn't enough; the Bethesda, MD-based
hotel operator also has made it a mission to have zero net waste from its headquarters by
2012. On the hotel end, Marriott's "Spirit to Preserve" is a five-point strategy, which includes
greening its hotels and supply chain. Marriott is working to empower its hotel development
partners to design and construct greener hotels and will by the end of the year develop its own
green hotel guidelines, in line with LEED standards‖ stated David Eisen (2009).
The green revolution has impacted all facets of society and all sectors of the global
economy. This includes the hospitality and tourism industry, which has attempted, over the
years, to incorporate sustainable practices in its various segments. In recent years, however,
there has been a significant impetus toward incorporating green practices into all areas of the
lodging segment. The emergence of green consumers began in the 1990s – the so-called green
decade – when environmentalism first began to mushroom worldwide (Kirkpatrick, 1990).
Several factors have led to this change or shift in expectation. These include: consumers ‗
demand for lodging facilities to become more environmentally friendly; increased
environmental regulation at all jurisdictional levels; lodging companies ‗ concerns about
business ethics and socially responsible business practices; the need for hospitality facilities
to be esthetically pleasing; physical plant maintenance issues; and finally, the need to improve
customer satisfaction (Foster et al , 2000).
Excessive energy use is extremely costly and with minor adjustments, it can lead to
massive cost savings. "The average energy consumption per bed per night in hotels might be
in the order of 130 Mega joules. Hotels generally use more energy per visitor than local
residents, as they have energy intense facilities, such as bars, restaurants, and pools, and have
more spacious rooms". Studies have determined that a hotel emits an average 20.6 kg of
carbon dioxide per night (Gössling., 2005)
2.1 Research Questions
1. Age, Gender, Education Level
2. How often do you stay in hotels?
3. Are you aware of the pollution and wastage of energy that are being caused by hotels?
4. Have you ever heard of Green Hotels or Eco Hotels?
5. Are you aware of the technology they use, if yes please do specify?
6. Would you be willing to spend more to stay in a green hotel?
7. How often would you prefer a green hotel over any other hotel?
8. Have you ever given any hotel a feedback on going green?
9. Would you recommend a green hotel to a friend\family member?
10. Solid Waste and Water Program in Guest Room
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11. Energy Program
2.2 Modeling Volatility
The primary purpose of the study was to identify the customers‘ awareness of green or
eco-friendly hotels. Awareness of customers about the various practices followed in the hotels
were analyzed. This study used a self-administered, close-ended questionnaire with order
choices to survey a random sample. This study selected environmentally friendly action
programs based on an environmental checklist previously developed for the lodging industry
(De Franco & Weather spoon, 1996) and Accor hotels environment charter (Accor, 2006).
The sampling population consisted of students, online questionnaire was prepared and
circulated amongst travelers who used the communities on Facebook and Google plus. The
questionnaires were also emailed to a set of contacts at random. Out of 200 distributed
questionnaires, 133 questionnaires were analyzed.
3. Data Analysis
The Objective of the study was to find out
Identify customer awareness of environmentally friendly practices implemented by
hotels.
To study the awareness about eco-friendly Hotels.
Awareness towards various practices followed by an Eco-Friendly Hotels
The questionnaire included questions regarding the lifestyle of the subject being
interviewed their visits to hotels and their spending capacity. Also things of the environment
conservation were kept in mind in questions asked to them so that the awareness of Go Green
was told. The statistical tools used in this study were percentages. The analysis of the survey
results combined with the statistical applications (SPSS) allowed for the researcher to draw
conclusions regarding to the objectives of the study is produced.
3.1 Age Distribution Figure 1: Distribution of sample in different age groups
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Table 1: Age Group Distribution
Age Group No. of Respondents Percentage of Respondents
15-19 years 9 6.81
20-34 years 111 84.09
35-49 years 6 4.55
50 years and above 6 4.55 Total 132 100
According to the results maximum numbers of respondents were from the age group of
20-34 years old. This shows that this age group travels and stays in the various hotels more as
compared to other age groups.
3.2 Income Group
Table 2: Income Group
INCOME GROUP
CROSS TABULATION less than Rs.
45000/pm
Rs. 45000-
55000/pm
Rs. 55000/pm
and above TOTAL
Age
group
less than 28 years 20 10 15 45
Between 28 - 35 years 15 11 8 34
35 years and above 14 17 22 53
TOTAL 49 38 45 132
Figure 2: Income Group
No. of Respondents
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3.3 Gender
Figure 2: Distribution of sample according to Gender
Table 3: Distribution of sample as per Gender
Gender No. of Respondents Percentage of Respondents
Male 78 59.1
Female 54 40.9
Total 132 100
3.4 Education Level Figure 3: Distribution of sample according to Education level
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Table 4: Distribution of sample according to Education level
Education Level No. of Respondents Percentage of Respondents
Some College 21 15.9
Undergraduate Degree 60 45.45
Graduate Degree 45 34.1
Postgraduate Degree 6 4.55
Others 0 0
Total 132 100
3.5 Distribution of sample as per Education Level
This shows that amongst the sample maximum number of respondents had an education
level of an Undergraduate Degree. This may not be a good representation of the current
market. Since most of the respondents were from a younger age group there is a possibility of
increase in awareness about green hotels in the coming generation of consumers.
3.6 Frequency of visits to hotels
Figure 4: Distribution of frequency of visits to hotels by sample
No. of Respondents
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Table 5: Frequency of visits to hotels by sample
Frequency of visits No. Of Respondents Percentage Of Respondents
Frequently 54 40.09
Once a month 45 34.1
Once a year 18 13.63
Rarely 12 9.1
Never been to one 3 2.27
Total 132 100
This shows the frequency of the sampling visiting various hotels for various purposes
such as leisure, business etc. Data acquired from the sample shows that the sample is very
much into travel with 40.09% out of 100% going frequently for staying in hotels.
3.7 Awareness of Pollution and Wastage of Energy caused by Hotels
Figure 5: Awareness of Pollution and Wastage of Energy caused by Hotels by sample
Table 6: Awareness of Pollution and Wastage of Energy caused by Hotels by sample
Awareness of Pollution and
Wastage of Energy by Hotels No. of Respondents Percentage of Respondents
Yes 81 61.37
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No 51 38.63
Total 132 100
Outcomes show that 61.37% of the respondents were aware of the pollution and wastage
of energy caused by hotels. This signifies that the majority of the sample is aware of the
pollution and wastage of energy by hotels. This implies that there might be an increase in
demand for green practices in hotels.
3.8 Awareness of Eco or Green Hotels
Figure 6: Awareness of Green or Eco Hotel by sample
No. of Respondents
Table 7: Distribution of the awareness of Green or Eco Hotels by sample
Awareness of Green Hotels No. of Respondents Percentage of Respondents
Yes 69 52.28
No 63 47.72
Total 132 100
3.9 Preference Level of Sample for a Green Hotel over any other Hotel
Outcomes shows the majority of the sample is aware of green hotels. The reason for
such can be that the sample as is already into travelling they are a
Figure 7: Preference Level of Green Hotel over any other Hotel by sample
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Table 8: Preference Level for Green Hotel over any other Hotel by sample
Preference Level No of Respondents Percentage of Respondents
Mostly green hotels 57 43.18
2-5 times out of 10 33 25
Once in 5 visits 21 15.91 Never 21 15.91
Total 132 100
Results explains that people are willing to stay in a Green Hotel. This may be due to the
increase in environment consciousness among the consumers.
3.10 Willingness to spend for the facilities provided in Green Hotels
Figure 8: Distribution of Spending Willingness for Green Hotel stay
No. of Respondents
Table 9: Willingness to spend for a stay in Green Hotel by sample
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Willingness to spend for
Green Hotels
No. of Respondents Percentage of respondents
Yes 69 52.28
No 63 47.72
Total 132 100
Data shows that the majority of the consumers are willing to spend more to stay at a green
hotel. This also shows a growth of customer perception towards green hotels.
3.11 Providing Feedback to Hotels on going Green
Figure 9: Providing Feedback to Hotels on going Green
No. of Respondents
Table 10: Providing Feedback to Hotels on going Green
Providing Feedback to
Hotels on going Green No. of Respondents Percentage of Respondents
Yes 39 29.54
No 93 70.46
Total 132 100
This data shows that approximately 30% of the respondents have responded for a
hotel to go green. This suggests that there might be an increase in green practices for a
hotel to go green.
3.12 Recommendation of a Green Hotel to a friend/family member
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USING REFILLABLE AMENITIES
DISPENSERS FOR SHAMPOO AND SOAP
REPLACING INDIVIDUAL CREAMER AND SUGAR PACKAGE
WITH CONTAINERS
REMOVING UNNECESSARY
AMENITIES
SOLID WASTE AND WATER PROGRAMME IN GUEST ROOM
13 16
22 25 26
30 Yes No
Figure 10: Recommendation of a Green Hotel to a friend/family member
No. of Respondents
Table 11: Recommendation of a Green Hotel to a friend/family member
Recommendation of Green
Hotel to friends/family No. of Respondents Percentage of Respondents
Yes 123 93.18
No 9 6.72
Total 132 100
The above data shows that 93.18% would recommend a green or eco-hotel to friends/family
members. This shows that there is growing awareness among the consumers for the
preference of green or eco-hotels
3.13 Solid Waste and Water Program in Guest Room
Table 12: Solid Waste and Water Program in Guest Room
Figure 11: Solid Waste and Water Program in Guest Room
CROSS TABULATION Yes No TOTAL
Solid waste and
water programme
in Guest Room
Using refillable amenities dispensers
for shampoo and soap 13 25 38
Replacing individual creamer and
sugar package with containers 16 26 42
Removing unnecessary amenities 22 30 52
TOTAL 132
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Using energy efficient lighting Water levels adjusted forshort loads of laundry
Energy Programme
42 44
20
26
ENERGY PROGRAM
Yes No
3.14 Energy Program
Table 13: Energy Program
Figure 12: Energy Program
Majority of respondents believe and are aware of the fact that (42%, 44%) there is energy
efficient lighting which is being used, as well as water levels are adjusted for short loads of
laundry.
4. Findings
The study had focused on the behavioral intentions as a means of investigating to what
CROSS TABULATION Yes No
Energy
Programme
Using energy efficient lighting 42 20
Water levels adjusted for short
loads of laundry 44 26
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extent a green image affects a guest‗s choice of hotel and how this would affect the growth of
green hotels. Although behavioral intentions have been widely used as an attitudinal loyalty
indicator in the marketing and hospitality literature, this methodology does not correspond to
behavioral loyalty. This should be considered a limitation of the research because behavioral
loyalty is an important metric that reflects the number of times a guest may visit the same
hotel in a particular category, as compared with the total number of stays in the whole
category (Carpenter & Lehmann, 1985). This limitation is linked to the fact that actual green
product sales revenues are less than those generally reported by consumers, and the chance of
consumers paying a premium for green products tends to be lower than one would expect
(Rex & Baumann,2006).
5. Conclusion
Today, we are living in a society where firms are judged on their business ethics, social
accountability and socio-economic awareness as well as financial outcomes. As public
understanding grows about global warming and climate change, the public, including
stakeholders, employees and customers, expect hotels to act on their understanding. This
global trend guides hotels to move in a green direction. As this research suggested that a
green hotel image becomes a powerful operational tool in attracting and retaining more
guests, Incorporating (functional and emotional) green positioning into hotel operations is
prerequisite for the creation of a green hotel image. The successful creation of a green image
would not be feasible if emotional and functional benefits of green products and services were
not effectively communicated (Pickett, Kangun, & Grove, 1995). Consequently, a hotel with a
sound green image can achieve cost reduction from the use of energy and water, appeal to
investors, attract and retain highly motivated employees and cultivate guest loyalty, thereby
securing top market.
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