Why Is Green Hotel Certification Unpopular in Taiwan? An Analytic Hierarchy Process (AHP) Approach

Abstract

The main purpose of this study was to investigate the factors that discouraged Taiwan hoteliers from applying for green hotel certification. The analytic hierarchy process (AHP) method was used to perform a weighted analysis that comprehensively identified important hindering factors based on information from hotel industry, government, academic, and consumer representatives. Overall, in order of importance, the five dimensions of hindering factors identified by these experts and scholars were hotel internal environment, consumers’ environmental protection awareness, environmental protection incentive policy, hotel laws and regulations policy, and hotel external environment. Among the 26 examined hindering factor indices, the three highest-weighted indices overall for hoteliers applying for green hotel certification were as follows: environmental protection is not the main consideration of consumers seeking accommodations, lack of support by investment owners (shareholders), and lack of relevant subsidy incentives. The major contribution of this study is that hoteliers can understand important hindering factors associated with applying for green hotel certification; therefore, strategies that can encourage or enhance the green certification of hotels can be proposed to improve corporate image in the hotel industry, implement social responsibility in this industry, and obtain consumers’ approval of and accommodation-willingness for green hotels.

Critical success factors of green hotel investment in Taiwan

“…Thus, a comprehensive review of green hotels and related literature helped generate an initial list of 28 evaluation factors regarding green hotel investments. These factors reflect various critical perspectives in green hotel investments: location (Miller and Baloglu, 2011; Kang et al , 2012), market (Lawson, 1997; Newell and Seabrook, 2006; Chen et al , 2021), financial benefits (Singal, 2013), green hotel certification and EMS (Hsiao et al , 2014; Chen et al , 2021), risk and impact management (Myung et al , 2012; Zhang et al , 2012; Singal, 2013), architecture design and planning (International Tourism Partnership, via Green Hotelier, 2016) and green concept about environmental consciousness (Lee et al , 2010; Jiang and Kim, 2015; Rahman et al , 2015; Wu et al , 2016; Han et al , 2018; Rahman and Reynolds, 2016; Rahman et al , 2020). A total of 28 sub-factors in seven categories were subsequently structured as follows: location/site: six sub-factors; market: four sub-factors; planning and design: four sub-factors; financial investment benefits: three sub-factors; risk and impact management: three sub-factors; green hotel certification and ems: five sub-factors; and consumer willingness to stay at green hotels: three sub-factors.…”

“…The green hotel certification program is significant to understanding the critical components of hotel environmental management. Thus, green hotel certification intends to provide eco-friendly standards and encourage hotels to raise their environmental performance (Chen et al , 2021). Most green hotel certification schemes include water and energy consumption, solid waste management, sustainable procurement, biodiversity conservation, community engagement, architecture design and planning, accountability and human resources practices (International Tourism Partnership, via Green Hotelier, 2016).…”

“…Increasing the number of green hotels deserves a fresh understanding of whether essential factors are still missing to meet Taiwan’s future green hotel investment requirements. Recently, a study has identified hindering factors of green hotels application in Taiwan (Chen et al , 2021). In addition, Hsiao et al (2014) argued that environmental management systems (EMS) are essential to assess a Taiwanese hotel’s performance in environmental issues.…”

Progress on green technology research in hotels: a literature review

“…Adoption of green technology practices emerged as a trendy topic in the context of hotels based on the alarming need for reducing the overall carbon footprint generated by the hospitality industry in general for the sake of preserving the World that we live in and to ensure sustainable development principles to provide guidelines toward achieving the best practices within hospitality and tourism industry (Chen et al , 2021). The eco-friendly management in the hotel industry can very briefly be defined as the practice of operating hotels through green technology (Subbiah and Kannan, 2011).…”

“…The sub-topics which initially come to mind while pondering green technology practices in hospitality and tourism are sustainability, sustainable development, green hotels, energy efficiency, waste management schemes, recycling, eco-travel, eco-labels and certifications, water management and water preservation techniques as part of sustainability efforts in hotels, etc (Ahmed et al , 2021). Sustainability is a new movement in the tourism sector with consumers who particularly care about even their own carbon footprint and are willing to take steps toward reducing it by selecting eco-friendly travel options and hotels with green lodging certificates for their travel and vacation purposes (Chen et al , 2021). Green accommodation is a concept that represents hotels that are committed to protecting the environment (Merli et al , 2019).…”