Responsibility of organizations towards consumers AE

Vol XVII No. 35 February 2014

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MEASURES CONCERNING SUSTAINABLE CONSUMPTION IN HOTELS


Mirela tefnic
1

1)
ALEXANDRU IOAN CUZA University from Iasi, Romania
E-mail stefanica_mirela@yahoo.com





Abstract
The present work analyses the measures adopted in hotel industry with the purpose
to obtain a sustainable consumption through a comparative approach of Romanian and
Italian hotels, by highlighting the similarities and the differences between them.
Consequently, we used the questionnaire as a research instrument, in order to
gather the primary data, which were processed by the help of SPSS program. The results
obtained emphasised the measures applied most often in the tourist units investigated for
sustainable consumption. Therefore, we noticed that the measures concerning the reduction
of energy consumption and the reduction of water consumption are most often adopted by
the management systems of the tourist units analysed, both in Romania and in Italy. The
measures concerning the purchase of environment friendly products, equipment, or
technologies, and the ones concerning the efficient administration of waste are less applied
in the Romanian hotels. As for the Italian hotels, among the measures for sustainable
consumption, the least adopted are the ones referring to the reduction of pollution
emissions.

Key words: sustainable consumption, efficient administration, reduction of consumption,
ecological purchase

Classification JEL: Q53, L83, M10


Introduction
The phenomena and realities with which we confront nowadays, in order to be
understood and to offer them a corresponding reaction, need a new sensitivity, allowing us
to admit and respect the complex and subtle network of interconnections linking the human
life to the natural system. However, first we need to open the eyes of our minds and of our
conscience, and to completely change our beliefs and perceptions we have had so far, in a

1
Corresponding author, tefnic Mirela stefanica_mirela@yahoo.com
AE
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way creating adequate changes, both in the industrial and commercial world and in our
conceptions, attitudes and behaviour (Goleman, 2009).
In the whole world, the hotels, no matter their location, comfort or customers,
consume important quantities of resources in order to satisfy the consumers demand of
services-tourists, and to maintain the operation standards.
The resources consumed are extremely diverse (IHRA&UNEP, 1995):
building materials used for the realisation of these (new or restored) objectives;
energetic resources (electrical energy received through the national network or produced
instantly, fossil fuel usually methane gas and liquid fuel), which are used to heat the
units, for the preparation of domestic hot water, for the functioning of all the
installations, equipment, lighting, communication, etc.;
water, which can be potable or not;
equipment and installations contained in the buildings, in order to give them the
destination of service providers for hotels, food, entertainment etc.;
materials and equipment necessary for current operation: furniture, bed sheets, crockery,
cutlery, detergents, cleaning materials, advertising materials, etc.;
food, drinks, ingredients, semi-canned products, etc.
From this point of view, hotels are units with high efficiency for sustainable
consumption, because, as we mentioned above, there are high concentrations of production
and consumption in hotels, and, at the same time, they are among the main factors
responsible for the damaging effects on the environment.
Consequently, the responsible approach should be an essential preoccupation even
from the moment of the initial design, or when capital modernizations/repairs are
necessary.
The hotels are huge generators of waste coming from the daily operation, from the
building materials used for modernization, repairs, painting, from the technological
processes of the kitchens, laundries, technical and maintenance department; from the daily
cleaning processes of the production areas, of the common ones, and of the customers
rooms, and also from the areas where the personnel work (Nistoreanu, 2003).
The success of sustainable consumption depends on the way this waste is
administered. The personnel have an important role, but need to be trained, motivated, and
supervised in the realisation of their daily work tasks. Tourists have also an important role,
participating actively in the realisation of this objective.
In what concerns the reduction of carbon emissions for sustainable consumption in
hotels, the key element is the existence of ecological policies concerning the purchasing
process (Walmsley, 2011). For example, hotels from the Scandinavian area always had an
activity with an ecological objective, extending this practise also to the service providers,
by making them sign service providers declarations by which they agree to observe the
sustainability policies (Draper and Murray, 2008).
Tourists can also compensate the CO2 emissions by donations to ecological
projects or by other activities.
The hotels are great consumers of electric energy. It is used for almost all the
technological and functional processes in hotel industry: lighting, cold/conditioning air
chain and ice cube machines, ventilation installations, elevators, stoves and ovens, devices
and machines of lifting, cutting, portioning, mixers, fryers, computers, telephony-
communications, back up/emergency lighting, fire/theft alarms, pumps, boilers, vacuum
cleaners, copy machines, audio-video equipment, etc.
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Water is one of the most used resources in hotel industry: in customers rooms
for washing; in toilets for cleaning; in restaurants for cooking, washing the food, the
dishes, etc.; circulating cooling agent in air conditioner installations; in swimming pools,
for watering green areas and sport fields, for fire extinguishing. However, by adopting
certain measures, sustainable consumption can be obtained.
In conclusion, sustainable consumption does not necessarily involve giving up the
quantity, rather to change the consumers behaviour, even if, in some cases, the absolute
volume of consumption is the most important (Stoian, 2005).

1. Methodology of research
The purpose of the research is to highlight the main measures concerning
sustainable consumption, adopted in Romanian and Italian hotels.
The objectives of the research aim to identify the measures undertaken by hotel
managers for efficient waste administration, reduction of pollution emissions, reduction of
energy consumption, reduction of water consumption, purchase of environment friendly
products, equipment and technologies.
The hypothesis this study relies on is the idea that there are significant differences
concerning the implication of the managers of Romanian hotel industry for sustainable
consumption, as compared to the Italian hotel industry, which is more responsible and more
committed.
In order to realise our purpose, we chose the research through enquiry, because it
assures a great flexibility, and the data and information are obtained quicker than by other
methods.
In the elaboration of the research instrument - the questionnaire - we established
the types of questions, which are closed questions (both dichotomous with two
predetermined answering variants, and multichotomous with several predetermined
answering variants), and questions with scale answers. We avoided the open questions; we
chose the closed questions, because they allow the easy encoding of the answers, and
implicitly the easier and the quicker analysis of the data, and those with scale answers allow
the measurement of the intensity of the subjects opinions.
The data obtained from the questionnaire were processed with the help of SPSS.13
program.
In what concerns the sample under research, the data analysis emphasises the
following structure: according to the hotels 53.3% of the hotels are from Romania/North-
East Region, and 46.7% of the hotels are from Italy/Veneto Region; according to the
category of comfort most of them are 3*** and 4**** hotels, and according to the
number of employees most hotels have from 10 to 249 employees.

2. Results of the research
The results of the research will be presented according to the objectives intended.
In the tables and figures below, realised for a clearer presentation, item (Q)
represents the encoding of the measure adopted, and corresponds to the number of the
question from the questionnaire, and % - represents the hotels in which that measure is
applied.
Consequently, the measures adopted by tourist units for sustainable consumption
refer to:
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2.1 Efficient administration of waste
Efficient administration of waste is realised in the tourist units investigated in
several ways (table no. 1).

Table no. 1 Measures concerning efficient administration of waste
Efficient
administration of
waste
Item Measures Romania
(%)
Italy
(%)




Reduction of waste
Q20_1 Monitoring the types and quantity of
waste
22.4 83.7
Q20_2 Identification of possibilities of waste
reduction
16.3 69.8
Q20_3 Existence of systems for waste
reduction, reuse and recycling
4.1 65.1
Q20_4 Training the employees and the
guests for the selective collection of
waste
18.4 79.1
Q20_5 Use of reusable toiletry and
receptacles
46.9 41.9

Reduction of
organic waste
Q21_1 Maceration and transformation of
waste into compost
5.6 32.4
Q21_2 Donation of waste to local farms 0 14.7
Q21_3 Sale to interested companies. 0 23.5
Waste water
treatment
Q22_2 Existence of an individual water
treatment plant
0 14.0



Recycling
Q23_1 Paper, cardboard 81.6 93.0
Q23_2 Plastic 24.5 88.4
Q23_3 Glass 55.1 90.7
Q23_4 Polyethylene packaging 6.5 54.8
Q23_5 Aluminium 6.1 76.7
Q23_6 Cooking oil, fats from the kitchen 30.4 80.5
Source: Data obtained in SPSS

The measures concerning efficient administration of waste are presented graphically in the
figure below (figure no. 1).
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Fig.no.1 Measures concerning efficient administration of waste
Source: Data obtained in SPSS; Table no. 1

Italians pay much more attention to the efficient administration of waste than
Romanians. In what concerns waste reduction, in 83.7% of the hotels there is a careful
monitoring of the types and quantity of waste, in 69.8% of the hotels the possibilities to
reduce them were identified, and in 65.1% of the hotels there are systems of waste reuse or
recycling, while in Romania there is a waste monitoring on types and quantity in just 22.4%
of the hotels.
In some of the tourist units, the organic waste is macerated and transformed into
compost (32.4% in Italy, and 5.6% in Romania), donated to some local farms, or sold to the
interested ones (just in Italy). Also, in 14% of the Italian hotels there are waste water
treatment plants.
Another important aspect for an efficient administration of waste, which occurred
in 79.1% of the Italian hotels and in 18.4 % of the Romanian hotels under the present
analysis, is the special attention paid to train the employees regarding the selective
collection of waste, and even the guests are invited to do the same.
In what concerns recycling, both in Romania and in Italy, paper, cardboard and
glass are the first to be recycled of course in much higher proportion in the Italian hotels,
where plastic, aluminium or kitchen oil/fat resulted from technological processes are also
recycled; the polyethylene packaging are recycled in over 50% of the Italian tourist units
investigated.

2.2 Reduction of pollution emissions
Another important aspect for sustainable consumption is the reduction of pollution
emissions. Usually, the levels of recommendable emissions and solutions are established
Measures concerning efficient administration of waste
22,4
16,3
4,1
18,4
46,9
5,6
0 0 0
81,6
24,5
55,1
6,5 6,1
30,4
83,7
69,8
65,1
79,1
41,9
32,4
14,7
23,5
14
93
88,4
90,7
54,8
76,7
80,5
0
20
40
60
80
100
q20_1 q20_2 q20_3 q20_4 q20_5 q21_1 q21_2 q21_3 q22_2 q23_1 q23_2 q23_3 q23_4 q23_5 q23_6
Romania Italy
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after the study of impact over the environment. A few measures are presented in the
following table (table no. 2).

Table no. 2 Measures concerning the reduction of pollution emissions




Reduction of
pollution
emissions
Item Measures Romania
(%)
Italy
(%)
Q24_1 Encouraging the employees and the
guests to use bicycles
10.2 20.9
Q24_2 Paying a tax to compensate for
pollution emissions
0 54.8
Q24_3 Existence of devices measuring
emissions of carbon dioxide
0 2.0
Q24_4 Promotion of local public
transportation
0 55.8
Q24_5 Offering discounts to the persons
travelling by train
0 2.0
Q24_6 The guests could compensate CO2
emissions by donations for ecological
projects
0 11.6
Source: Data obtained in SPSS

The results synthetized in the table above are highlighted by the following figure
(figure no. 2):

Fig.no.2. Measures concerning the reduction of pollution emissions

In what concerns the reduction of pollution emissions, in the Romanian hotels such
measures are almost inexistent; the only measure, even if hard to believe, refers to the
encouragement of the employees to use bicycles.
10,2
20,9
0
54,8
0
2,3
0
55,8
0
2,3
0
11,6
0
10
20
30
40
50
60
q24_1 q24_2 q24_3 q24_4 q24_5 q24_6
The reduction of pollution emissions
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Unlike Romanian managers, Italian managers are more interested to reduce
pollution emissions. Consequently, they promote local public transportation (in 55.8% of
the hotels investigated), offering free tickets to the guests, 54.8% are willing to pay a tax to
compensate pollution emissions, and in 11.6% of the hotels, even the guests could
compensate CO2 emissions by donations for ecological projects, and by the use of bicycles
for employees and guests.

2.3 Reduction of energy consumption
The reduction of energy consumption can be realised by improving the energetic
efficiency, using alternative sources of energy, and also by paying more attention to the
lighting.
The situation obtained after processing the data is presented in the following table
(table no. 3).

Table no. 3 Measures concerning the reduction of energy consumption
Reduction of
energy
consumption
Item Measures Romania
(%)
Italy
(%)



Improvement of
energetic efficiency
Q14_1 Constant monitoring of energy
consumption
46.9 74.4
Q14_2 Constant maintenance of the
equipment
46.9 79.1
Q14_3 High thermal isolation 61.2 51.2
Q14-4 Turning off the energy consuming
sources when they are not in use
75.5 95.3
Q14_5 Installation of a heatingventilation
system with energetic efficiency
79.6 86.0
Q14_6 Controlling the thermostat heating 51.0 90.7
Q14_7 Realisation of energetic audit in the
last 3 years
24.5 44.2



Use of alternative
energy sources
Q15_1 Photovoltaic solar systems (solar
panels)
0 23.3
Q15_2 Systems of transformation of waste
into energy
0 2.3
Q15_3 Wind energy 0 0
Q15_4 Geothermal energy 0 14.0
Q15_5 Biogas 0 2.3
Q15_6 Alternative energy delivered by a
provider with an active policy in the
field of alternative sources of energy
0 18.6


Lighting
Q16_1 Maximum use of natural light 93.9 83.7
Q16_2 Use of energetically efficient lighting
devices
75.5 93.0
Q16_3 Installation of movement detectors,
temporisers, and potentiometers
51.0 95.3
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For a clearer emphasising of the results obtained, we also realised the graphical
presentation (figure no. 3).

Fig.no. 3 Measures concerning the reduction of energy consumption

From the analysis of the table and of the figure above, both in Romania and in
Italy a great attention is paid to the reduction of energy consumption by the improvement of
energetic efficiency. Consequently, the monitoring of the energy consumption is constantly
realised in 46.9% of the Romanian hotels, and in 74.4 % of the Italian ones, the equipment
is well maintained, and the energy consuming sources are turned off when they are not in
use - in 75.5% of the cases in Romania, and in 95.3% in Italy. Also, in over 79% of the
hotels investigated, energetically efficient heating-ventilation systems are installed in over
50% of the Romanian hotels, and in 90% of the Italian ones heating is controlled by
thermostat, and over 50% of the hotels investigated are thermally isolated.
The use of alternative sources of energy is practised in neither of the Romanian
hotels from our sample, as compared to the Italian ones, where in 23.3% of the hotels the
photovoltaic solar systems are used, in 14% the geothermal energy is used (the area of our
sample being rich in geothermal sources), and in 18.6% of the hotels the alternative energy
is delivered by a provider with an active policy in the field of alternative sources of energy.
The reduction of energy consumption can be obtained by the maximum use of
natural light, which happens in 93.9% of the Romanian hotels, and in 83.7% of the Italian
ones, the use of energetically efficient lighting devices, found in over 75% of the Romanian
hotels, and in over 90% of the Italian ones, as well as by the installation of some motion
detectors, temporisers, or potentiometers existing in almost all the Italian hotels, and in over
50% of the Romanian ones.

2.4 Reduction of water consumption
Besides a good monitoring of water consumption, an adequate maintenance of the
equipment and a serious training of the personnel, water consumption could be also reduced
by other methods, presented below (table no. 4) and found in the tourist units investigated.

The reduction of energy consumption
46,9 46,9
61,2
75,5
79,6
51
24,5
0 0 0 0 0 0
93,9
75,5
51
74,4
79,1
51,2
95,3
86
90,7
44,2
23,3
2,3
0
14
2,3
18,6
83,7
93
95,3
0
20
40
60
80
100
q14_1 q14_2 q14_3 q14_4 q14_5 q14_6 q14_7 q15_1 q15_2 q15_3 q15_4 q15_5 q15_6 q16_1 q16_2 q16_3
Romania Italy
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Table no. 4 Measures concerning reduction of water consumption
Reduction of water
consumption
Item Measures Romania
(%)
Italy
(%)


Use of different
methods of reduction
of water
consumption
Q18_1 Devices of reducing the water flow 71.4 62.8
Q18_2 Devices of aeration of water flow 57.1 53.5
Q18_3 Sensor provided batteries and
urinals
30.6 16.3
Q18_4 Waste water recycling systems 0 14
Q18_5 Systems of collection of rain water 6.1 25.6
Q18_6 Sensors of humidity for the
irrigation systems
0 30.2
Q18_7 Announces, posters inviting the
guests to save the water
55.1 67.4
Source: Data obtained in SPSS

The situation is illustrated in the following figure (figure no. 4)

Fig.no. 4 Measures concerning reduction of water consumption

As we can see from the table and from the figure presented above, in the
Romanian hotels certain devices of reduction or aeration of the water flow, as well as
sensor provided batteries and urinals in public baths are a little more used than in the Italian
hotels. However, Italians installed waste water recycling systems in 14% of the hotels
investigated, systems of collection of rain water (25.6% of the hotels), and sensor based
irrigation systems (30% of the hotels).
71,4
62,8
57,1
53,5
30,6
16,3
0
14
6,1
25,6
0
30,2
55,1
67,4
0
20
40
60
80
q18_1 q18_2 q18_3 q18_4 q18_5 q18_6 q18_7
Measures concerning reduction of water consumption
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Also, both in the Romanian hotels (55.1%) and in the Italian ones (67.4%), posters
and announcements are inviting the guests to save the water.

2.5 Purchasing ecological products, equipment and technologies
Measures concerning the purchase of environmentally friendly products,
equipment and technologies adopted in the tourist units analysed are based on several
aspects, presented below (table no. 5):

Table no. 5 Measures concerning purchases and providers
Purchasing environmentally
friendly products, equipment,
technologies
Item Measures Romania
(%)
Italy
(%)





Ecological aspects concerning
purchases and providers
Q25_1 Purchasing ecological
products is a regular
policy of the hotel
34.7 67.4
Q25_2 Ecological aspects are
considered when
contacting a provider
34.7 76.7
Q25_3 There are contract clauses
by which to use less
packaging
6.5 28.6
Q25_4 There are contract clauses
by which the
transportation of goods
should be realised in the
most non-polluting way
24.5 11.6



Use of products with low
impact on the environment
Q26_1 Biodegradable cleaning
agents
55.1 95.3
Q26_2 Toilet paper with
ecological label
22.4 53.5
Q26_3 Ecological biodegradable,
recyclable or returnable
packaging
22.4 60.5
Q26_4 Natural shampoo and soap 46.9 83.7
Desire to purchase non-
polluting
products/technologies in
order to obtain fiscal facilities

Q27_1

26.5

69.8

The situation concerning the purchase of non-polluting products, equipment and
technologies is presented graphically in the following figure (figure no. 5).

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Fig.no.5 Measures concerning purchases and providers

Regarding certain ecological aspects concerning purchases and providers, we can
see that purchasing ecological products is a regular policy in 34.7% of the Romanian hotels,
and in 67.4% of the Italian ones. Also, the managers of 34.7% of the Romanian hotels and
76.7% of the Italian ones state that when they contact a provider, they take into account the
ecological aspects.
At the same time, there are contractual clauses provided by some hotel managers
imposing the use of less packaging or the transport of the goods in a less polluting way.
In what concerns the purchase and the use of products with lower impact over the
environment, the tourist units investigated use mostly biodegradable cleaning agents,
natural shampoo and soap, and less toilet paper which is untreated chemically. Also, in
60.5% of the Italian hotels and in 22.4% of the Romanian ones, ecological biodegradable,
recyclable or returnable packaging is used.
Even if they could obtain financial advantages (fiscal facilities), only 26.5% of the
Romanian managers state that they would purchase non-polluting products or technologies,
as compared to 69.8% of the Italian ones.


Conclusions
All the hotels, no matter how small they are, are a burden for the environment,
because they consume water, energy and raw materials to provide services for the tourists;
they use harmful substances like chlorine bleachers; they generate waste and they produce
polluting domestic water and gas emissions; many of the purchased products have an
impact over the environment, associated with the way they are produced, used and
eliminated.
Consequently, any tourist unit, either an internationally famous company or a
family business, should be interested in sustainable consumption, applying as many
Purchasing ecological products, equipment and technologies
34,7 34,7
6,5
24,5
55,1
22,4 22,4
46,9
26,5
67,4
76,7
28,6
11,6
95,3
53,5
60,5
83,7
69,8
0
20
40
60
80
100
q25_1 q25_2 q25_3 q25_4 q26_1 q26_2 q26_3 q26_4 q27_1
Romania Italy
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measures as possible, according to the identity, particularities, and other elements
characteristic to the area.
The policy of every hotel should be based on the real demand of the consumers of
tourist services, on the customers implication in putting these measures into practise, as an
active and conscious part, together with the personnel of the unit. However, no matter the
measures adopted by a hotel for sustainable consumption, they should be treated as
seriously as possible, permanently followed with the same concern like the financial
indicators or the degree of occupation.
A responsible involvement should be based not only on the maintenance of the
operation standards, but also on the reduction of unjustified water, energy or fuel
consumption, as well as on the efficient administration of waste. This preoccupation will
definitely lead in time to special results. These results can be measured both by comparing
the consumption to other periods of time, and by the observation of the customers reaction
towards the friendly attitude of the personnel concerning the environment.
In conclusion, the results obtained allow us to accept the hypothesis presented,
according to which there are significant differences regarding the implication of the
managers from the Romanian hotel industry compared to the Italian one for a sustainable
consumption. Most of the situations reflect the fact that in Italy more importance is given to
the measures concerning sustainable consumption than in Romania.
It would be interesting to see also the costs generated by the application of such
measures, or the savings we could make in time. They could be future directions of
research.

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