Definition of Terms

Consumer Choices. The decisions made by hotel guests regarding which products, services, and

experiences to purchase or engage with during their stay. These choices are influenced by factors

such as price, quality, convenience, personal values (including sustainability), and available

options. In the context of green practices, consumer choices could involve selecting eco-friendly

services, opting for sustainable dining options, or choosing to support hotels that prioritize

environmental conservation.

Eco-Friendly Initiatives. Specific actions and strategies implemented by a hotel to reduce its

environmental footprint and promote sustainability. These initiatives might include the adoption

of energy-saving technologies, waste reduction programs, water conservation efforts, use of

renewable energy, and sustainable sourcing practices. The goal of these initiatives is to minimize

the hotel’s impact on the environment while maintaining operational efficiency.

Efficacy. The extent to which a hotel’s green practices successfully achieve their intended

environmental outcomes, such as reducing energy consumption, lowering waste production, or

conserving water. Efficacy also refers to how well these practices contribute to improving guest

satisfaction and their likelihood of returning. A high level of efficacy means the hotel’s green

practices are both environmentally beneficial and positively perceived by guests.

Environmental Impact. The effect that a hotel’s operations, activities, and practices have on the

local and global environment. This includes the hotel’s contributions to pollution, resource

depletion, carbon emissions, biodiversity loss, and ecosystem degradation. A hotel's

environmental impact is measured by assessing the overall sustainability of its operations,

including energy consumption, waste generation, water usage, and the sourcing of materials.
Green Certification. A formal recognition granted to a hotel for adhering to established

environmental standards and practices. Green certifications are typically awarded by recognized

organizations or regulatory bodies that assess the hotel's sustainability efforts, such as the Green

Key, EarthCheck, or LEED certifications. Hotels with green certification are recognized for their

commitment to sustainable practices and environmental stewardship.

Green Practices. The set of specific behaviors, policies, and procedures implemented by a hotel

to minimize its environmental impact and promote sustainability. Green practices may include

actions such as reducing energy consumption, utilizing water-saving devices, implementing

recycling programs, using eco-friendly cleaning products, and offering guests environmentally

conscious options. These practices aim to reduce the hotel’s ecological footprint while enhancing

the guest experience.

Sustainability. The long-term ability of a hotel to operate in a way that meets current needs

without compromising the ability of future generations to meet their own needs. Sustainability in

a hotel context involves balancing environmental, social, and economic factors, ensuring that the

hotel’s practices and operations can continue indefinitely without depleting natural resources or

causing irreversible environmental harm. Sustainability encompasses eco-friendly operations,

fair labor practices, and economic viability.

Sustainable Hospitality. The practice of operating a hotel in a manner that prioritizes

environmental sustainability, social responsibility, and economic stability. Sustainable

hospitality integrates green practices into every aspect of the hotel’s operations, from design and

construction to day-to-day operations, guest services, and employee engagement. It emphasizes

minimizing the negative environmental impact while offering a positive experience for guests

and ensuring long-term profitability and growth.

environment, economy, and local communities. Sustainable tourism seeks to minimize the

negative environmental, cultural, and economic impacts of tourism while maximizing its

benefits. It involves promoting responsible travel choices, such as choosing accommodations

with green practices, supporting local businesses, and encouraging guests to engage in activities

that respect the natural and cultural resources of the destination.

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the related literatures completed by various authors which shed

light to the understanding of the study. Data and information were obtained from books, journals,

periodicals, magazines, unpublished theses and online sources.

Definition and Importance of Green Practices in Hotels

Green practices in hospitality will be described as becoming committed to sustainable

operations and environmentally friendly initiatives that aim to reduce the environmental footprint

of hotel operations. Given that environment concerns now stand at the forefront, more hotels

have realized that adopting such practices is becoming important not only for preservation but as

a means of securing competition in the marketplace. Most often, the green practices of the hotel

industry focus on energy, water, waste, and carbon footprint reduction areas. For example, nearly

all of today's hotels adopt energy-saving technologies. Installing LED lighting, energy-efficient

heating and cooling systems, and smart thermostats can save clients some amount of discomfort

with only a tiny element of discomfort. Secondly, hotels are adopting low-flow showerheads,

faucets, and dualflush toilets to save water. It also requests visitors to make their own

contribution in saving water, such as not using towels and linen more frequently than one needs.

Waste reduction is also one of the major concerns of most hotels, such as recycling programs,

composting organic wastes, and avoiding the use of plastics in a single use mode and instead use

biodegradable ones or recyclable ones. In addition to these operational strategies, some hotels

also offset their carbon footprint through investments in renewable energy or carbon-offset

programs.
 As far as hotels are concerned, there has been a massive shift in the perception by hotels

toward sustainability in the last ten years. Green practices, which earlier were considered niche

or secondary markets, now find an integral place in the strategy of a hotel; more and more big

and small hotels incorporate environmental practices as an integral part of their branding.

Primarily, it has been driven by the rising recognition that sustainability makes a difference

competitively-that is to say, largely it's about attracting the conscious consumer to their business.

As the awareness of environmental issues continues to build with consumers, travellers will

increasingly choose accommodations that are in line with their personal values about

sustainability. Research shows that consumers are more likely to favor businesses that use green

practices, and they increasingly prefer hotels with green attributes or attributes related to

environmental responsibility, according to Zhao et al., 2021. The increase in demand for green

hotels mirrors a larger societal trajectory toward growing environmental awareness, wherein

customers expect companies to take proactive measures to reduce their adverse effects on the

environment. In this regard, a hotel with a green initiative will have an upper hand in catering to

such a client's expectations as these become the utmost feature that drives the success of a hotel

(Boztepe, 2022). Hence, it becomes a business imperative, for a hotel, shifting it from a "nice-to-

have" to directly financially benefitting the environment and the bottom line.

Overview of Sustainability in the Hotel Industry

Beyond greening the environment, hotel tourism is on many dimensions; however, many

great calls have been made on integrating all the three dimensions: environment, social, and

economic dimensions. This means that ecological sustainability becomes the center for trying to

reduce the ecological footprint of a hotel through reduced waste and conservation of energy and

water together with the use of eco-friendly materials in daily operations and practices, such as
installing new energy-efficient lighting fixtures, lowering water consumption through low-flow

fixtures, and recycling programs. The practices can reduce the impact of hotels on the

environment and minimize operational costs, as well as assisting in achieving broader

environmental goals, such as reducing climate change.

Besides environmental sustainability, another necessary dimension in which hospitality

must be found is social sustainability. The hotel should ensure that its operations are fair in

matters of labor and good engagement of the community. It can support this by displaying the

benefits and rewarding the employees with fair payment and good working conditions or

promoting diversity and inclusion within the company. Apart from that, hotels can support social

sustainability. They need to make sure to create support for the local community. In as much as

this can be achieved through sourcing products from local suppliers, charity activities, or the

training and development of their employees, all these go a long way in uplifting their employees

and the nearby community, hence making the social responsibility of the hotel even greater.

Economic sustainability is the final aspect and addresses the long-term profit-making

ability of the hotel while ensuring sustainability. In this respect, it includes activities relating to

operational efficiency and cost cutting, such as energy management systems or sustainable

procurement. With hotels integrating sustainability into their business models, financial

resilience will rise and align with the more discerning consumers who require greener services.

Further, other indications show that the green initiatives increase customer loyalty and

occupancy that leads to new performances of the hotels (Brunner-Sperdin & Peters, 2020).

International trends towards sustainable tourism led to considering sustainability as a

prime factor for all hotels throughout the globe. Customer demand has shifted accountability on

hotels to adopt more responsible environmentally and socially conscious travel options. Thus, the
environment has been managed by people who appreciate such comforts, and the hotels are now

waking up to reality that sustainability is a trend, but the call of the future is survival in a

competitive marketplace (Pereira et al., 2021). In fact, recent studies show that sustainability no

longer has to be a boon but an integral part of hotel business operations to stay in the market,

since its sector clearly grows based on environmental and social standards. Such hotels with firm

commitment to sustainability in practice, policy, and communication would more likely attract

and retain their customer base and ensure long-term hold on the future of tourism.

Sustainability in hotel business is not merely about reducing negative impacts on the

environment. This is more to do with an approach that balances the web of important resources,

including environmental, social, and economic factors, toward a long-term gain. Hotels that will

integrate these dimensions into work will contribute to objectives on a global level while at the

same time guaranteeing competitiveness within the market.

Global Trends in Eco-friendly Hotel Operations

Both in the sense of regulation and because customers are ever seeking greener options,

the hospitality industry worldwide has witnessed an increased adoption of environmentally

friendly practices. Environmental consciousness has, in the last ten years, become a core value to

most travelers; therefore and out of necessity, the industry has fundamentally changed to make it

come in line with the new value. While the World Travel & Tourism Council (WTTC, 2020)

may argue that the ecologically sensitive traveler will pay more for environmentally sound

accommodations that match their value systems of sustainability, this too implies a justification

on behalf of hotels in doing more than paying lip service to the cause of environmental

responsibility. There is globalization of expectation, so hotels across the world can be said to be
ready to embrace sustainability because it is no longer a "nice-to-have" but an advantage over

competitors.

For the aforementioned requirements, hotels are participating in many more sustainability

initiatives like carbon-neutral accreditations, various forms of waste minimization initiatives, and

specifically embracing different technologies to ensure energy efficiency. Instead of becoming

an exception, these practices have become the new normalcy, especially in regions like Europe

and North America, as this is driven by consumer expectations and regulatory frameworks set in

both regions. For example, carbon-neutral certifications are very common for most top hotel

chains; this means that the hotel has seriously tried to offset greenhouse gas emissions that would

be produced by the hotel, primarily from carbon offset programs or renewable energy sources.

Apart from carbon neutrality, waste reduction and energy efficiency are other issues of the hotels

today. Waste reduction activities can be defined in terms of the reusability and recyclability of

waste material in order to minimize environmental impact, while energy-efficient technologies

reduce the consumption of energy and the emissions of carbon gases in the environment. This

trend is more visible in North America and Europe, where the integration of technology plays a

fundamental role in enhancing sustainability. For instance, many hotels install smart thermostats

that adjust the room temperature to reflect occupancy status thus providing energy wastage

saving since it wastes no energy when rooms are unoccupied. Again, most green-rated hotels

nowadays feature widespread adoption of LED lighting, which consumes fewer energies

compared to traditionally used incandescent bulbs.

Fourthly, the incorporation of solar power systems is slowly seeping into the operations

of hotels. The possibility of heating water, running lights and power for HVAC in particular

dismantles hotels' reliance on non-renewable energy sources, degrades neither comfort nor
efficiency among guests nor in the operation of the hotel (Miele et al., 2021). While reducing the

environmental footprint of the hotels, renewable energy is also an economic solution for the long

run, as it can substitute energy saved from solar panels or wind power instead of paying the

installation costs upfront.

It is not only based on the growing demand from customers, but this marks a larger

industry shift towards taking responsibility for the environment. Hotels continually add high-

tech, energy-saving technologies and sustainable practices into daily operations, providing their

input in the global struggle to mitigate climate change while contributing to what the modern

traveler expects. Lee et al. (2020) indeed point out that for such hotels, attracting repeat business

is easier simply because modern consumers have started to increasingly base their

accommodations on environmental credentials. This trend not only resculpts the manner of hotel

management but also molds the competitive landscape of the hospitality industry. Those who are

incapable of tailored approaches to themselves for that growing demand on sustainability would

lose customers to more environmentally conscious competitors.

Consumer demand and pressures of the regulations push the sustainability in hotel

practices in decreasing the impact of the operations of these hotels on the environment. "The

hotels embracing sustainable practices—through technologies on energy efficiency, waste

reduction programs, and renewable sources of energy—are getting more in line with the

expectations of their guests and reaping some competitive benefit." Indeed, sustainability

transforms the face of hospitality; green practices now determine the satisfaction of customers

and the bottom line of long-term business.

The modernity of the hotel has increased varieties of green practices adopted to reduce

their environmental impacts while increasing their appeal amongst ecotourists. With this sense of

sustainability by most guests as a core value, hotels have come to realize the importance of

comparing their operations with these environmental expectations. For example, most hotels

have substituted traditional incandescent lighting with other energy efficient sources like LED

bulbs that consume less energy and last far longer than original ones. Another trend in this

industry is to equip the guest rooms, hallways, and common areas with motion sensors so that

lights and other electrical systems would not waste any energy when nobody is around. They

provide some thermostats and smart climate control systems, which may be able to detect the

occupancy of a room; therefore, they adjust the temperature in such a manner that it wastes as

little heating and cooling as possible when the room is not occupied (Pereira et al., 2021). All

these energy-efficient technologies will save energies, decrease the expenses of operations, and

therefore enhance profitability of a hotel while enabling preservation of the environment.

In several green hotels, water usage also plays a very significant role. Water is such an

important commodity; with extensive efforts, hotels are trying to control the water consumption

in hotels. Low-flow showerhead s, faucets, and dual-flush toilets keep guest rooms and public

restrooms free of water waste. Many hotels take this step further by embracing water recycling

systems, such as using treated graywater to irrigate their lawns. However, other than
infrastructure, most of the hotels promote guest's engagement through linen and towel reuse

programs. This number of services, where the guest has the option to decline the use of linens

daily decreased the quantity of water and detergent needed by the laundry sector, and it is further

going to decrease the environmental impact from the hotel's end (Zhao et al., 2021).

Another core area where hotels have approached sustainability has been in the waste

management front. While developing ways to reduce the amount of waste ending up in landfills,

most hotels have, therefore, embarked on recycling-sorting programs as well as diverted

recyclable paper, plastic, glass, and metal among many others. Initiatives have also set aside

specific institutions also on food waste and organic material management. It reduces waste, and

as part of their efforts to be part of the circular economy, turns kitchen waste into nutrient-rich

compost that is cycled back into landscaping and gardening. Other examples would be plastics as

well as single-use products: plastic straws, bottles and toiletries; which most hotels try to

minimize its use by replacing it with biodegradable or recyclable forms. Some of them are

towards the wider plan of plastic wastes reduction that have become the main trouble of the

deterioration of the environment as it always persists in nature and causes harm to marine life

(Boztepe, 2022).

Lastly, hotels accept sustainable sourcing. From recent perspectives, hotels have been

viewed as taking the opposite choice of using local, organic and fair-trade sources for products or

goods. This would mean that all ingredients used were obtained using environmentally friendly

methods of production. This is going to save on carbon that has been projected to be emitted in

the process of transportation of food; it is also saving at a much marked level for the local

farmers and producers. In addition to ensuring food served is sourced sustainably, responsible

procurement policies in most hotels have also evolved to ensure all materials and supplies
purchased-from furniture to cleaning products and everything else-are of very high sustainability

standards. Focusing on their supply chains to be more sustainable can make hotels reduce

environmental impacts while implementing social responsibility and keeping up with the guest

that expects this and is now more environmentally conscious (Pereira et al., 2021).

Certifications or Recognitions Related to Hotel’s Green Practices

LEED is an international certification program that evaluates the building on its

sustainable design, construction, and operational aspects. LEED certification for a hotel,

therefore, proves commitment to energy efficiency and water conservation, as well as the use of

sustainable building materials. LEED-certified hotels are attractive to many eco-conscious

travelers since they are likely to be equipped with renewable energy systems, high-efficiency

heating and cooling systems, and sustainable materials in their infrastructures. The LEED

certification is very valued because of the very strict standards through which environment

efforts in a hotel would be within well-established international criteria (Brunner-Sperdin &

Peters, 2020).

The Green Key Eco-Rating Program specifically looks at the overall environmental

performance in terms of waste management and control, energy usage, and water utilization.

Such a condition can be referred to as a situation where the hotels achieve high ratings by

obtaining the Green Key Eco-Rating, which shows that they truly commit towards sustainability

and friendliness to nature. This is particularly useful to hotels, especially if they want something

that will genuinely be easy to implement and can demonstrate its green practices without having

to go all the way in committing to the more intricate requirements of certifications like LEED.

The clear framework that the Green Key Eco-Rating offers for achieving higher ratings in time
will also prompt hotels to continually increase their sustainability practices, explains Miele et al.

(2021).

Another very respected standard certification is EarthCheck, which may help hotels

measure their environmental performance against international standards for sustainability.

EarthCheck gives a more integrated assessment of and ways of improving a hotel's

environmental footprint with stronger considerations in waste management, energy efficiency,

and water conservation among others. It is not just the betterment of environmental footprint for

hotels through EarthCheck certification but also makes them one of the industry leaders in the

sustainability business since it orients their activities according to international benchmarks

respected in the environment field (Zhao et al., 2021).

These third-party certifications are becoming increasingly significant because an ever-

increasing number of eco-conscious tourists search for green hotels that aggregate their

environmental values. Lee et al. (2020) proved by research that guests will book hotels with

recognized environmental certifications as they trust that such certifications are a reliable

indicator of the hotel's sustainability practices. As such, the certificates are actually good

marketing tools that may eventually contribute to increasing loyalty of the guest, attracting new

customers, and eventually being part and parcel of long-run success of the hotel. Since by

earning such certificates, hotels do not only make themselves more respectful in the eyes of

environmentally aware guests but also show commitment towards sustainability in the global-

world.

The Role of Green Amenities and Services in Enhancing Guest Comfort

Green amenities can be termed as one of the indispensable elements of hospitality and

sustainable hotel operations since they contribute to environmental sustainability while

environmentally friendly products and services, it increases the more responsible atmosphere that

hotels prepare for travelers who increasingly look for ways on how to travel more responsibly.

Such green facilities will include environmentally friendly toiletries, organic bedding, and non-

toxic cleaning products. Some of these are sourced from sustainable materials that are also

cruelty-free and biodegradable, which will allow the customers to have a more environmentally

friendly stay while continuing their adherence to very high standards of quality and luxury. Other

than those in-room services, hotels are now offering many more, from electric vehicle charging

stations to bicycle rentals and even plant-based dining options. These programs cater to the

green-conscious tourists who need places they can 'live their values,' so it becomes easier for

guests to live sustainably even when traveling (Boztepe, 2022).

There have also been studies to support the effects these green amenities have on guest

satisfaction. Zhang and Liu (2021) conducted a study, and it was found that guests who are

satisfied with comfort and sustainability are more likely to be found in hotels offering such

services. The study also determined that higher satisfaction experienced by guests who perceive

such practices as aligning with their environmental values. If guests believe a hotel wants to help

people use resources better, then they are likely to better appreciate the guest experience in that

hotel-that is, more satisfying-not to mention more likely to return to the property. The higher the

awareness of the consequences of activities by travelers regarding their environment, the more

they seek hotels whose very operations integrate sustainability into all aspects. It not only attracts

growing segments of sustainable tourists but also evinces a commitment to reduce their

ecological footprint in further developments of their position in a competitive market. In a

nutshell, it can be said that green amenities can really become a powerful tool, which may be
used by hotels to improve not only the experience of guests but also long-term loyalty while

remaining responsive to broader environmental sustainability goals.

Relationship Between Guest Satisfaction with Green Practices and Loyalty

It has been proven in available research that the relationship between guest satisfaction

with green practices and loyalty, within the hotel industry, is positive. This outlines the role of

sustainability in the hotel industry: not only as a competitive advantage but also as a long-term

driver of customer retention. Sustainable practices support an experience for guests but also

environmental responsibility, therefore supporting stronger emotional ties to the hotel. This

increases guest loyalty, which in turn increases the chances of revisiting the property and by

word of mouth recommendations. Zhao et al. (2021) notes that satisfied guests towards a hotel's

sustainability initiatives often have an emotional association with the property; hence, they tend

to revisit and spread the positive word about the property. This connection is quite strong if the

perception about the genuine and realistic attitude of the hotel's green practices concerning one's

values is attached to a greater degree of trust and loyalty with the brand.

Lee et al. (2020) also illustrate that communicating sustainability at the point of stay

through the display of environmental impact from a particular initiative or by inviting guests to

be involved in sustainability actions, evidenced by towel reuse programs or green certifications,

consumer has helped contribute to achieving broader environmental purposes by their choice to

stay at a sustainable hotel. In fact, that transparency is what makes the guests feel good about

their decision and keeps coming back to the hotel.

Subsequent studies by Pereira et al. in 2021 reveal that guests who place importance on

green practices are likely to return to a hotel that is in line with their environmental beliefs. Such

guests want sustainability when making accommodation selection and would likely look for the

same hotel that shares their commitment to the environment. Besides revisiting, these customers

will also recommend the hotel to others, hence increasing brand loyalty and retention for the

hotel. Word-of-mouth promotion is a great tool in attracting a new conscientious traveler in

relation to an increased impact of greening on the reputation and marketability of the hotel.

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