Proposal for the implementation of pro-environmental behaviours in the form of open eco-innovations – A perspective of consumers of hotel services

Marek Bugdol · Adam Ryszard Szromek · Daniel Puciato

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Environmental Sustainability in Business Diverse Aspects of Tourism Research Environmental Education and Sustainability

Abstract

The role of eco-innovations in the contemporary hotel business is not only a marketing façade aiming at attracting the attention of a potential guest with a high environmental awareness, but more and more often it becomes a form of the operationalisation of environmental objectives inscribed in hotels’ strategies. However, these objectives cannot exist only in the minds of hotel employees and managers, but should be communicated to all stakeholders, including hotel guests. Looking at the problem of environmental degradation more broadly, it is worth noting that the need to reverse the anti-ecological tendencies of world economies is becoming not so much a regional challenge as a global one. Thus, pro-ecological solutions implemented in individual hotels and even hotel chains cannot remain the exclusive domain of such establishments, but should be popularised, or at least easily accessible to other hotel chains, which, in this respect, function as coopetitors with the same goal in mind rather than competitors. The cognitive aim of this study is to identify the characteristic features of ecological awareness and to propose recommendations for pro-ecological behaviours in the form of open eco-innovations. The achievement of this objective required the execution of a research project involving 1351 hotel guests. The research was carried out using a questionnaire method in Poland’s largest cities during the holiday months of 2021. The general willingness to incur additional financial burdens related to pro-ecological measures is declared by slightly more than one third of respondents. The vast majority of hotel guests choose to accept a variety of pro-ecological measures and restrictions.

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References

2003Open Innovation: The New Imperative for Creating and Profiting from Technology 2006Open Business Models: How to Thrive in the New Innovation Landscape 2013Eco-friendly Attitudes, Barriers to Participation, and Differences in Behavior at Green Hotels 2021Proactive environmental strategies in the hotel industry: eco-innovation, green competitive advantage, and green core competence 2017The influence of values and attitudes on green consumer behavior: A conceptual model of green hotel patronage 2018Direct and indirect effects of eco-innovation, environmental orientation and supplier collaboration on hotel performance: An empirical study 2020Examining an integrated model of green image, perceived quality, satisfaction, trust, and loyalty in upscale hotels 2022Fostering green service innovation perceptions through green entrepreneurial orientation: the roles of employee green creativity and customer involvement

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2024Eco-Innovation and Hospitality and Tourism Business Resilience

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