Environmental labels are useful tools for hotel facilities, as they support the management in meeting specific environmental sustainability criteria and help increase the business success of the hotel, thanks to the positive effects they have on the green image of the facility. Created in 1992, the European Ecolabel is a certification scheme applicable to various products and services, including those related to the tourism accommodation sector. This paper deals with the results of a research on a hotel located in Sardinia, which was awarded with the EU Ecolabel in 2014. The paper presents the results of a survey conducted through questionnaires administered to the hotel customers, with the aim of measuring both the importance of the different service attributes and the performance provided by the hotel for each of them, with a particular emphasis on the attributes of environmental sustainability. The questionnaire included 26 items, divided into six strategic areas related to environmental performance, quality of the structure, breakfast, staff, value for money etc. The aim of the investigation is to better understand how guests perceive actions implemented by the hotel in order to reduce its environmental impact and comparing them with the other hotel service attributes. Firstly, results were analyzed in the light of the traditional Importance-Performance framework. This approach allowed to identify on which service attributes the hotel should focus its attention to improve its performance. Additionally, to investigate how service attributes related to customer satisfaction, results are analyzed through the Three-factor theory of customer satisfaction. The results show that all the service dimensions are rated very positively. The IPA revealed that most of ecolabel practices are not considered as very important by guests. It indicates that except from a better communication of environmental-related activities, the hotel should not allocate additional resources on this part of the service. The Vavra Importance Grid showed that ecolabel-related attributes do fall into a specific category, but have different impacts of customers. However, practices aiming at preventing the use of disposable or single-dose products, at separating waste collection and at communicating the hotel commitment toward environmental sustainability are considered excitement attributes. On the other hand, the use of eco-labeled products and the availability of bicycles for rent are considered as basic attributes. Main conclusion is that eco-label related attributes are not recognized as particularly important respect to the “traditional” service attributes, but some specific practices may play a role in enhancing satisfaction and delighting guests, contributing to increase the hotel competitiveness and attractiveness.
Preziosi, M., Balata, G., Merli, R., Tola, A. (2018). EU-Ecolabel in the tourism hospitality industry: an empirical analysis on guest perceptions. In Atti del Congresso AISME 2018 (pp. 269-274). Università degli Studi di Firenze; PIN Polo Universitario Città di Prato.
EU-Ecolabel in the tourism hospitality industry: an empirical analysis on guest perceptions
Preziosi M.;Merli R.
;
2018-01-01
Abstract
Environmental labels are useful tools for hotel facilities, as they support the management in meeting specific environmental sustainability criteria and help increase the business success of the hotel, thanks to the positive effects they have on the green image of the facility. Created in 1992, the European Ecolabel is a certification scheme applicable to various products and services, including those related to the tourism accommodation sector. This paper deals with the results of a research on a hotel located in Sardinia, which was awarded with the EU Ecolabel in 2014. The paper presents the results of a survey conducted through questionnaires administered to the hotel customers, with the aim of measuring both the importance of the different service attributes and the performance provided by the hotel for each of them, with a particular emphasis on the attributes of environmental sustainability. The questionnaire included 26 items, divided into six strategic areas related to environmental performance, quality of the structure, breakfast, staff, value for money etc. The aim of the investigation is to better understand how guests perceive actions implemented by the hotel in order to reduce its environmental impact and comparing them with the other hotel service attributes. Firstly, results were analyzed in the light of the traditional Importance-Performance framework. This approach allowed to identify on which service attributes the hotel should focus its attention to improve its performance. Additionally, to investigate how service attributes related to customer satisfaction, results are analyzed through the Three-factor theory of customer satisfaction. The results show that all the service dimensions are rated very positively. The IPA revealed that most of ecolabel practices are not considered as very important by guests. It indicates that except from a better communication of environmental-related activities, the hotel should not allocate additional resources on this part of the service. The Vavra Importance Grid showed that ecolabel-related attributes do fall into a specific category, but have different impacts of customers. However, practices aiming at preventing the use of disposable or single-dose products, at separating waste collection and at communicating the hotel commitment toward environmental sustainability are considered excitement attributes. On the other hand, the use of eco-labeled products and the availability of bicycles for rent are considered as basic attributes. Main conclusion is that eco-label related attributes are not recognized as particularly important respect to the “traditional” service attributes, but some specific practices may play a role in enhancing satisfaction and delighting guests, contributing to increase the hotel competitiveness and attractiveness.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
