Green Hotel as a Competitive Product (Case Study at a 5-Star Hotel in Bali)
I Ketut Astawa, I Ketut Budarma, Cokorda Istri Sri Widhari, I Gede Mudana, Ni Gst Nym Suci Murni, Anak Agung Putri Suardani
Tourism Department, Politeknik Negeri Bali, Indonesia
ketutastawa[at]pnb.ac.id
Tourism Department, Politeknik Negeri Bali, Indonesia
ketutbudarma[at]pnb.ac.id
Tourism Department, Politeknik Negeri Bali, Indonesia
widhari[at]pnb.ac.id
Tourism Department, Politeknik Negeri Bali, Indonesia
gedemudana[at]pnb.ac.id
Tourism Department, Politeknik Negeri Bali, Indonesia
gustinymsucimurni[at]pnb.ac.id
Accounting Department, Politeknik Negeri Bali, Indonesia
agungputrisuardani[at]pnb.ac.id
Abstract
1. Introduction and research problem Today tourists tend to choose hotels that consistently implement environmentally friendly practices. In line with this phenomenon, the concept of sustainable accommodation must apply the principles of environmental conservation, education, ecology, community empowerment and the use of local products, as well as minimizing environmental damage. Rahmafitria (2014) in her research revealed that accommodation with environmentally friendly concepts and management is one of the parameters driving tourists to choose accommodation facilities. President of the Republic of Indonesia Joko Widodo asked that the development of ten new tourist destinations must be realized. The President also requested that tourism destinations are differentiated into the ten new Bali developments. The ten new Bali is a term to say that Bali is the most popular and important destinations in the country. Thus, tourists also have more destinations in choosing tourist destinations (Kompas.com). The hotel industry is highly competitive and is extensively driven by customer demand. Moreover, the customers preferences and expectations are changing from time to time. Therefore, to be able to win the attention of the consumers, the tourism businessmen have to rapidly adjust for the changes that occur in the market (Deloitte, 2018). In response to the consumer-s change of preference towards green products and services, the hotel industry is adopting sustainable practices and advertised towards potential customers (Martínez García de Leaniz, Herrero Crespo, & Gómez López, 2018). An environmentally friendly hotel can be categorized as the one that offers sustainable services and focuses on minimizing its negative impacts on the environment through reusing, reducing, and recycling. It is used by an eco-friendly use of water and energy (Dalton, Lockington, & Baldock, 2008). Going green is important to attract the new segment of conscious consumers and to stay competitively relevant to the targeted market, but is also financially beneficial for the related tourism industry. What green aspects the hotel have which differentiating them from the hotel competitors? 2. Methods The research was located in a 5-star hotel in Bali. The study population was a 5-star hotel. The sample size is determined by 10 percent of Tri Hita Karana (THK Award) recipients. The sampling technique used is purposive sampling with a sample size of 36 respondents and 6 hotels. The respondents are F & B Manager, Purchasing Manager, Learning Development Manager, Director of Engineering, Public Area Manager, and CSR Manager from 6 samples hotel, namely Melia Bali, St. Regis Bali, Intercontinental Hotel, Conrad Bali, Mandapa Bali, and The Royal Pita Maha Resort. The primary data is obtained through observations, questionnaires, interviews with respondents, and Focus Group Discussion (FGD). Secondary data were obtained from Learning and Development, literature through
Keywords: green hotel, green product, competitive product, sustainable tourism
Topic: Hospitality and Tourism