SITEC , University Of Mauritius , Open University Of Mauritius
Tourists\' perceptions of green attributes of hotel
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Tourists' perceptions of green attributes of hotels and its impact on their overall satisfaction and behavioural intention.
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Tourists\' perceptions of green attributes of hotel
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SITEC , University Of Mauritius , Open University Of Mauritius
Hotels are part of the tourism sector, which is the world's largest industry. While they are heavily dependent on tourism revenue, it is important that the natural resources of the country be preserved for future generations to experience. Therefore, going green is a core component of the industry'...
SITEC , University Of Mauritius , Open University Of Mauritius
Tourists' perceptions of green attributes of hotel
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CHAPTER 1
INTRODUCTION
1.1 Introduction
Mauritius is known as a tourist destination because of its sandy beaches, blue lagoons,
and the sun. Mauritius attracts many tourists each year and the number of hotels has
grown considerably. However the hotel industry is one of the major parts in tourism
development which uses a significant amount of resources and energy. Now everyone is
starting to pay attention to it. "Researches indicate that people’s environmental awareness
has increased over the last few decades" (Lück, 2003). They are trying new innovations
and they came up with the latest green tourism concept. Hotels in Mauritius began to
develop the green concept but it is just at the beginning of such a big change. However
some groups of hotels sell this concept of green tourism as their main product. They
adopt the green practices such as recycling of reusable materials, use environmentally
cleaning products or high energy efficient lighting. These green hotels concentrate on the
ecological climate, with a concentrate on the pursuit of the new management's economic
and environmental benefits. The hotel industry has described environmentally friendly
movements over the past thirty years as one of the most significant items on the hotel
operations agenda (Mensah, 2004).
Not to forget that the customers now are not only pleased by the warmth of the local
population but also with the green attributes offered at the hotels they stayed. Customer
satisfaction is critically important for the survival of hotels. Customers are more
knowledgeable and more environmentally concerned. "Foster, Sampson and Dunn (2000)
identify consumer demand as one of the forces exerting pressure on service sector firms
to be environmentally friendly". Due to the sophistication of customers’ demands, hotels
are finding new ways to attract customers and one of them is by “going green”. There has
been a general increase in green consumers. Customers want to contribute towards
preserving the environment without causing any damage to it together while enjoying the
,services that the hotels provide. Customers from the European market care for the
environment as they are more aware of the environmental issues and their choice of
accommodation is geared mostly towards green hotels . The green practices adopted by
hotels in Mauritius may have a positive impact on the customers' overall satisfaction and
on the intention to revisit, to recommend and to pay a premium. Therefore hotels in
Mauritius must strive to adopt and improve green hotel attributes in order to meet the
customers overall satisfaction.
1.2 Tourism Industry in Mauritius
The tourism industry is an essential component sector in most countries around the world.
Even in Mauritius, the tourism industry plays a primordial part in our economic growth.
Most people earn a living in the tourism industry. The overall number of tourists visiting
the shores of the island decreased by 1.1 percent in 2019, according to Statistics
Mauritius, while gross tourism earnings dropped by 1.5 percent to Rs63.1bn. The entire
tourism sector is an important component of the Mauritian economy and is expected to
account for 18.8% of GDP and 19.1% of total jobs in 2019. Tourist arrivals fell by 33.9
percent y-o - y in the first four months of 2020. Meanwhile, in the first two months of
2020, tourism earnings, which are not revised as frequently as tourist arrivals, are
projected to have declined by 3.8 percent y-o - y. Prior to the pandemic of COVID-19,
the government of Mauritius had envisioned attaining 1.6 million tourists by the end of
2020. However, due to the outbreak of this virus, Mauritius has deeply been affected
especially our tourism industry. Tourists visiting Mauritius are predominantly European,
representing approximately 60% of all tourists. European tourists are primarily French,
British and German, although various projects have been pursued by the government to
diversify its tourism market, with a specific emphasis on Asia , Oceania and America.
With the cooperation of Mauritian population and appropriate health measures, Mauritius
has become a wonderful example for many countries around the world in successfully
tackling the propagation of COVID-19. The United Nations World Tourism Organisation
(UNWTO) has implemented the WTTC Safe Travels stamp program in which it places
the safety and hygiene of travelers as top priority. In addition, Mauritius has been
,recognized by the World Travel and Tourism Council (WTTC) as a safe destination for
international travelers.
1.3 Green Hotels in Mauritius
Across the globe, the public is increasingly concerned with environmental concerns, so
green hotels understand that green practices and green management are quickly becoming
a strategic instrument that can improve the competitive advantage of a destination. The
fact that people are starting to look at green practices in a whole new way is a must in the
hotel industry to include sustainability. The definition of green has shifted; it has moved
from a fringe to a mainstream trend. In order to adapt to the exact needs and preferences
of their clients, the tourism industry has been diversified into various sub-segments.
Tourism is considered Mauritius' key economic pillar, in reality the travel and tourism
industry has many positive effects in Mauritius, but the reality that other factors such as
climate change, pollution and effects of tourism activities have also created a hot problem
in the tourism arena alongside these benefits. The negative impacts of tourism activities
have resulted in an increasing demand for a "green hotels," meaning a hotel where
noticeable attempts are made to protect and preserve the environment by addressing
issues such as carbon emissions, protection of biodiversity, use of energy, availability of
water and waste management. It can be seen that tourism and the idea of environmental
sustainability are visibly becoming natural partners. A green hotel will lead to positive
behavioral intentions: intentions to revisit or an intention to give other people positive
recommendations.
1.4 Customer Satisfaction of Green Practices in Mauritius
Customer satisfaction is the utmost main priority in every business. Many consumers
have now expressed their great interest in the protection of our environment. People are
more strongly concerned about the environmental degradation and its effects on the
, nature. Customers are purchasing more green products for their daily use. Therefore,
most companies are adopting green practices in their business management. Even the
government of Mauritius is also adopting the methods of green practices. Companies are
opting for green branding, eco‐labelling and green packaging strategies when providing
their products and services. Thus, this will help to encourage a greener pattern of
products and services consumption among Mauritian consumers. Most companies have
the main objective of improving sustainability impacts that is handprints and lowering
negative sustainability impacts, which is footprint. Mauritian customers have now the
ability to voice out their reviews and opinions about specific products and services
provided especially about the maintenance of green practices via feedback forms.
Through social media presence, companies and even the government have enabled the
population to give and share their reviews and opinions. Even in the tourism industry,
travelers can now post their reviews and comment about their stay in hotels through on
online social platforms like TripAdvisor. Each customer feedback is being taken into
consideration for the quest of continuous improvement of products and services. This is
how customers can express their satisfaction about green practices in delivering good
products and services.
1. 5 Problem Statement
Hotels are part of the tourism sector, which is the world's largest industry. While
Mauritius is heavily dependent on tourism revenue, it is important that the natural
resources of the country be preserved for future generations to experience. Therefore,
going green is a core component of the industry's next step of transition. Recent research
demonstrates that hotels around the world are seeking to enter a new segment of the
market. There has been a growth in consumers turning towards a green lifestyle
(Bohdanowicz, 2005). Hence hotels are increasingly concentrating on green attributes.
Therefore one of the hotels' main objectives in recent years is the deployment of
environmentally friendly practices (Mensah, 2004). This saw the emergence of green
hotels which are those that incorporate green practices such as energy efficiency, water
conservation, waste reduction and cleaning air in their functional or operational tasks.
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