How environmentally responsible management impacts a brand in the hospitality industry

Abstract

In the past decade there has been a huge shift and increase in consumers adapting a new consumer consciousness towards the environment and adapting to environmentally friendly behaviour. In response, many brands have had to adapt to this to cater the new consumer demands, particularly in the hospitality industry. The tourism industry remains a key driver and is the fastest growing part of the South African economy. South Africa has become a large attraction to tourists due to its mega diverse flora and fauna (Jackson, 2016). This then lends its self to a topic worth looking at. The following study was conducted to explore the different marketing techniques a brand displays in the hospitality industry, particularly looking a hotel, resorts and lodge brands. The study makes strong reference and focuses on green marketing and environmentally friendly management. The study looks at possible ways to utlise the new consumer consciousness in a brands favour in order to increase brand credibility and equity. It also looks at ways to maintain competitive advantage and increase clientele in the fast moving and growing hospitality industry. The study follows a qualitative research method where data was collected through in-depth open ended interviews, telephonic open ended in-depth interviews and digital questionnaires which all followed the same template and questions. The results indicate that majority of hotels, resorts and lodges have environmentally friendly management in place also there is a very blurred benchmark as to what these green standards are within the hospitality industry. While majority of respondents claim to have environmentally friendly management in place, majority of respondents had no proof to validate this claim. However, respondents expressed that there are benefits in employing this type of management. This then leads itself into concluding that this could be a way to sustain competitive advantage within the hospitality industry as well as attract more consumers, particularly international consumers.