GREEN CERTIFICATIONS WITHIN THE HOTEL INDUSTRY
Pernille Eskerod, Jovana Đurić
DOI: 10.35666/25662880.2017.3.10
UDC: 338.48:502.131.1(497.11)
Abstract: A blooming hotel industry has the downside of an increased negative environmental impact. At the same time, many hotel guests and employees have become conscious of eco-friendliness and green practices. In addition, 2017 was by United Nations declared as the International Year of Sustainable Tourism for Development, with the emphasis on (among other elements) resource efficiency and environmental protection. A hotel that has green certification(s) promises more green services, products, and operations, and possesses thereby (potentially) important strategic assets, when it comes to attracting customers and employees. Many green certifications are offered within the hotel industry, such as for example Green Globe and Green Key. However, which certificate(s) to choose is a strategic choice for the hotel management. In this paper, we examine green certifications in order to determine similarities and differences among them. As part of the research, we analyze the usage of certificates in different regions (e.g. Southeast Europe). Even though many of the certifications are offered internationally, we identified clear differences in dissemination across region. In addition to region, the belonging to a hotel chain/brand seemed to highly influence the choice of certificate(s).
Key words: green certification, eco-friendliness, sustainability, hotel industry, strategic asset, strategic choice