Sustainable Practices in West Java Hotels: Perspectives from the Hotel Association, Hotel Management, and Visitors

A hotel is a commercial establishment providing lodging services by utilizing all or part of a building. With the primary aim of satisfying the accommodation needs of travelers and individuals, hotels have become an integral part of the hospitality industry [16]. Amidst the industry's evolution, the adoption of green practices has emerged as a potent strategy to elevate a hotel's competitiveness, capturing a larger market share and attracting sustainably-minded guest demographics [17]. Green hotels represent a burgeoning opportunity to differentiate within the market and achieve industry success [4]. However, potential compromises on quality standards, infrastructural inadequacies, and lack of government support remain substantial hurdles for small businesses seeking environmental accreditation [18]. Regardless, it's essential for businesses to ensure that incorporating eco-friendly measures aligns with their strategic objectives and makes business sense [9].

In this context, hotel associations play a pivotal role in fostering national tourism development in a harmonious and balanced manner, engaging the community, government, and private sector alike. The Indonesian Hotel and Restaurant Association (IHRA), a non-profit organization comprising hotel and restaurant owners and dedicated professionals, is committed to propelling the growth of Indonesia's tourism industry [12]. Over time, IHRA has evolved into a significant association, fostering close collaborations with both government and private sector entities. It articulates industry aspirations and challenges to develop well-structured policies addressing the industry's actual needs. With IHRA's presence in West Java, an increase in tourist visits to the region is anticipated, alongside an emphasis on environmental considerations through their roles and responsibilities [19].

Green hotels adopt environmentally friendly guidelines, engage in environmental management, and commit to environmental improvements [20]. To be recognized as such, hotels must secure certification from a state body or an independent third-party. Although certification criteria may vary, the hotel's ability to protect the environment remains the paramount factor [21]. The emergence of green hotels has catalyzed a shift in managerial perspectives, promoting effectual practices, building visitor confidence, and inspiring hotels to adopt green practices [22]. Motivations for the hotel sector's transition to sustainable management include enhancing competitiveness, building customer loyalty, retaining employees, gaining recognition and awards, complying with policies and government regulations, strengthening the brand value, and managing risks. Hotels employ various strategies to implement these policies, such as energy-saving lighting, eco-friendly cleaning products, local sourcing, water-saving showers, green infrastructure, and solar water heaters. These initiatives contribute to cost savings and measures to mitigate environmental pollution [23].

Numerous studies have delved into the hospitable and environmentally friendly aspects of the hospitality sector. Researches [3, 10, 16] specifically focuses on hotels, while Storme et al. [24], and Carlisle et al. [25] analyze the hotel sector in the context of employment and income. Case studies in Asian countries such as Malaysia and Philippines [26] underline the importance of implementing sustainability education to cultivate green competencies over the long term. Preferences in this realm are influenced by both internal and external factors. Internal factors include the moral motivations guiding top management and the concept of gaining a competitive edge through preferred strategies. Conversely, external factors depend on the pressure levied on the organization by customers, institutions, environmentalists, communities, and all other stakeholders playing a part in this consideration [9].

The focus on environmental, social, and economic issues and academic literature on green hotels has evolved significantly [27]. The sustainability challenge in the hotel industry has, in recent years, led to an array of projects, protocols, and tools aimed at enhancing awareness for both businesses and consumers [4, 11]. Academic research on this topic has also seen an upswing. This expanding scholarly corpus employs diverse perspectives, methodologies, and theories while scrutinizing various geographical regions. Academic studies aim to provide practical solutions to hotel managers for their respective establishments.

4.1 The role of the Indonesian Hotel and Restaurant Association (IHRA) in West Java

The first question pertained to tourism development and strategy, along with the role of the Indonesian Hotel and Restaurant Association (IHRA). The participant emphasized the challenges faced by the hotel industry during the pandemic, including the bankruptcy of many hotels and a decrease in the number of tourists visiting due to the global impact of COVID-19. The closure of recreational venues also resulted in a decline in hotel visitors. Furthermore, there is still hesitancy among tourists to stay overnight, negatively affecting hotel occupancy. In response to the changing landscape, hotels have adapted by offering not only accommodation but also comfortable spaces for travel and work, such as staycations and remote working. It has become essential for hotels to obtain a CHSE certificate to assure guests of safety and comfort. The year 2022 is seen as a crucial period for the recovery of the tourism industry and the revitalization of the lodging sector (hotels and restaurants). This is encapsulated in the following statement:

"Many hotels have gone bankrupt due to the pandemic. In 2021, the accommodation sector managed to rebound, but it still fell short of its targets due to the significant reduction in the number of tourists the previous year, driven by the global COVID-19 pandemic. Additionally, the closure of recreational and entertainment venues has led to declining hotel visitors. Many tourists remain hesitant to stay overnight, negatively impacting hotel bookings. The hotel industry has had to adapt to the changing landscape brought on by the pandemic. Hotels are no longer just places to stay; they have transformed into comfortable spaces for leisure and work, offering options for staycations and remote work. Furthermore, hotels now need to obtain a CHSE certificate to ensure that tourists who choose to stay feel safer and more at ease. The year 2022 marks a pivotal moment for the recovery of the country's tourism industry and the revitalization of the lodging sector." (P1 - Executive Director of PHRI).

The participant also emphasized the importance of transitioning to green hotels to mitigate the negative environmental impact caused by extensive hotel development. Although the number of green hotels is still limited, there is a significant consumer base in West Java that is increasingly concerned about environmental sustainability. The concept of green hotels has gained traction, particularly during the COVID-19 pandemic, with the introduction of CHSE elements (Cleanliness, Health, Safety, and Environment Sustainability) as a priority for consumers. It has become the latest standard in tourism industry post-pandemic and will play a crucial role in tourists' decision-making process when selecting destinations. However, domestic tourists' sensitivity to environmentally friendly issues is considered relatively low. IHRA hopes that various parties can work together to increase environmental knowledge. If tourists have environmental knowledge and positive attitudes towards the environment, climate, and health, they will be more willing to purchase environmentally friendly products [3].

The success of tourism management relies on the collaboration and efforts of various stakeholders, including the local community, destination managers, government entities, and tourism practitioners. Through collaboration and the establishment of strong cooperation, sustainable tourism development can be achieved. The West Java PHRI actively collaborates with the government, including governors and related agencies, to tap into the potential of human resources and support the progress of sustainable tourism.

Researchers have not found any papers that specifically discuss the hotel association’s perspective. However, it is explicitly in line with the studies of Acampora et al. [9], and Lin et al. [36] where the concept of environmentally friendly practices not only helps improve the corporate social responsibility image of green hotels but also enhances operational efficiency by focusing on health tourism market and establishing unique market characteristics.

4.2 Hotel management perspectives on green hotel implementation

The first question posed to the hotel manager participants focused on green hotel implementations. Subsequently, in-depth discussions took place regarding the strategies and policies adopted by hotel management, the significance of environmentally friendly certification, the challenges encountered, and the efforts made by hotels to overcome these challenges.

The study emphasized the importance of embracing the concept of green hotels. Interviews were conducted with six hotel managers representing a diverse range of hotels, spanning from non-star to 5-star classifications. The aim was to gain insights into the various management strategies and policies employed by hotels of different classifications. Table 4 presents a comprehensive list of the participating hotel managers, with the hotel names represented by initials to ensure privacy and security. The interview results revealed that nearly all hotel classifications included in the study had already obtained the CHSE certification, while others were in the process of acquiring it. CHSE certification plays a vital role in assuring tourists and the public that the hotel's products and services adhere to rigorous protocols related to cleanliness, health, safety, and environmental sustainability.

Table 4. List of hotels representing participation

Management's perspectives on implementing green hotels are explored through an examination of hotel management strategies and policies. Based on the statements in Table 5, the key aspects of their approach to implement green practices in their hotels are as follows:

1. Emphasizing green design and amenities: The manager of the 0-Star Hotel highlights the hotel's focus on a minimalist tent design and the provision of bio-degradable and environmentally friendly toiletries. The hotel also encourages visitors to embrace the green concept by enjoying nature without excessive electronic devices.
2. Positive impact on guest quality and marketing: The manager of the 1-Star Hotel states that implementing green hotel practices may not directly affect room occupancy but positively influences the quality of guests. It serves as a marketing strategy to attract responsible tourists. The hotel has already implemented the green hotel concept and aims to showcase competitiveness for West Java as a leading tourism area.
3. Policies aligned with the Green Hotel concept: The manager of the 2-Star Hotel mentions that the hotel has policies to building, energy efficiency, product selection, and waste management that align with the green concept. However, water efficiency policies have not been fully maximized, posing a challenge due to the hotel’s location in a beach area with a reliance on clear water sources.
4. Potential for competitive advantage and credibility: The manager of the 3-Star Hotel emphasizes the significant potential of green hotels in the hospitality industry. Implementing eco-friendly strategies can provide a competitive advantage and enhance the hotel's credibility. Reputation plays a crucial role in attracting ecotourism and green tourist segments.
5. Strategic approach for industry recovery: The manager of the 4-Star Hotel highlights the hotel's long-standing implementation of the green hotel concept and its focus on unique services. The management believes that existing policies, standards, and a strategic approach can help rebuild the hotel industry affected by the pandemic.
6. Integration of sustainability and corporate responsibility: The manager of the 5-Star Hotel states that the hotel prioritizes corporate responsibility and integrates sustainability into its business practices. The sustainability management system monitors and manages the hotel's environmental impact throughout its lifecycle, including energy, carbon, water, and waste. This approach aligns with the hotel's vision of becoming a respected global company.

Table 5. Main strategy for implementing green hotels

The strategies and policies adopted by various hotel managers to promote green practices within their establishments can serve as a reference point for understanding the efforts made by hotels of different classifications to align their operations with environmental sustainability goals. This study provides insights into the perspectives of different hotel managers regarding the implementation of green hotel strategies and policies. These key points collectively reflect the management's commitment to implement environmentally sustainable practices, including green design, responsible tourism marketing, policy alignment, competitive advantage, industry recovery, and corporate responsibility.

Table 6. Obstacles regarding green hotels implementation

Table 6 illustrates the obstacles confronted by hotel management when implementing green hotel practices. These obstacles encompass challenges such as confusion over certification programs and stringent standards, the substantial initial investment and cost implications associated with green product consumption, inconsistencies in the implementation of green practices among hotel staff, as well as guest attitudes and awareness regarding the adoption of green products and activities. These challenges reflect the complexities and difficulties faced by hotel management in their efforts to implement green hotels. Addressing these challenges necessitates solutions that tackle concerns about certification programs, seek cost-effective measures, enhance staff commitment and training, and raise guest awareness and education about the significance of sustainable practices, as summarized in Table 7 below.

Table 7. Potential solutions overcome the obstacles

4.3 Visitor perceptions on green hotel implementation

Table 8 shows that a majority of the visitors (73%) have a good understanding of green hotels, while a smaller percentage (27%) do not fully comprehend the concept. The positive responses regarding visitors' understanding of green hotels indicate that their assessments of the hotels they have visited are more reliable. Among the visitors who participated in the study, 43% reported staying in hotels in West Java that have implemented the green hotel concept, while 57% had not experienced such accommodations. Regarding the acceptance of higher prices for hotels that embrace the green concept, 33% of participants agreed, and 67% disagreed. This means that there is a portion of visitors who may not be willing to pay a premium for green practices in hotels.

A majority of participants stated that they are always concerned about environmental and social issues, highlighting the conscious mindset of visitors regarding sustainability matters (67%). In terms of specific practices, 77% of participants indicated that hotels and visitors are prohibited from smoking, while 23% disagreed or were unsure about this policy. Additionally, 73% of participants mentioned that they have encountered paperless hotels, indicating the implementation of digital solutions to reduce paper usage, while 27% did not have such experiences or were unaware of paperless practices.

Table 8. Visitor perceptions to green concept based on visit experienced (n=30)

Overall, the data suggest that a significant number of visitors have a good understanding of green hotels and appreciate green practices, such as smoking restrictions and paperless operations. However, there is some variation in terms of visitors' willingness to pay higher prices for green hotels. These findings indicate that while there is a positive reception towards green hotels among visitors, further efforts may be needed to educate and engage visitors in sustainable practices and emphasize the value proposition of green hotels.

According to the study's findings presented in Table 9, most visitors (73%) expressed their concern for environmental issues. However, 8 participants (27%) indicated that environmental issues do not affect them personally. Nonetheless, it is worth noting that visitors recognized the importance of addressing environmental issues due to their potential impact on the individuals and communities around them. Visitors' environmental concerns indicate their interest in green hotels as a solution to various environmental problems. The result also reveals that 73% of participants agreed that environmental issues significantly affect them, and 27% disagreed or were unsure about the extent of the impact.

Table 9. Visitor perceptions to environment (n=30)

Generally, the data indicates that most visitors care about environmental issues, and even if they do not feel significantly affected, they recognize the importance of addressing these issues for the well-being of their surroundings. This aligns with their interest in green hotels as a potential solution to environmental challenges. Furthermore, guests' willingness to pay for green hotels is shaped by a variety of factors, including environmental consciousness, perceptions of sustainable practices in green hotels, demographics, and the impact of COVID-19 on environmental concerns. Hotel management can utilize this insight to craft efficient marketing approaches aimed at drawing in a larger customer base ready to spend more for green hotels.