Asian Journal of Business Ethics

, Volume 5, Issue 1–2, pp 185–194 | Cite as

A study on environmental sustainability practices of star hotels in Bangalore

Article
First Online:

Abstract

The hotel industry has been showing their responsibility towards sustainability by employing green practices in their daily operations. The area of sustainability in hospitality relates to incorporating sustainability in operations and focusing on practices like saving energy, using renewable energy, and recycling waste. The hotels are showing their commitment to sustainability indicators like social, economic, and environmental concerns and communicating about the same to their customers. With the help of sustainability measures, hotel practitioners can think beyond providing the attractive physical features and create an elegant atmosphere. Sustainability can be used as an asset to improve the brand loyalty of the customers. The attitude and perception of consumers can be further enhanced with the help of indicators of sustainability. The focus of this paper is to provide an insight into the process of implementing sustainability practices in general and specifically about environmental initiatives in hospitality. In a developing nation like India, one of the driving forces for the hotel companies to start sustainability initiatives was compliance; however, now, the companies are using these sustainable practices in branding and developing a competitive advantage.

Keywords

Services marketing Sustainability Environment Hotel brand equity 
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Copyright information

© Springer Science+Business Media Dordrecht 2016

Authors and Affiliations

  1. 1.Research Scholar, Bangalore UniversityBangaloreIndia

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