Green energy initiatives in the hotel industry: factors influencing adoption decisions
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Adopting green energy initiatives is deemed significant in reducing the carbon footprint of the hotel industry. In general, energy-efficient and renewable energy technologies offer wide applications in the hotel industry. The adoption of these technologies improves energy performance and reduces dependence on fossil fuels. Hotel organizational commitment towards sustainability is highly inconsistent across the industry. Essentially, this industry represents a continuum of adopters; some hotels are leaders who proactively adopt innovative and state-of- the-art technologies, while others adopt only basic practices, such as reusing towels. There exist several challenges to shifting hotel organizations toward implementing green energy measures. Sharing best practices and learned lessons is essential to convince less committed hotel organizations to take action. Along with sharing information, it is important to identify similarities and differences in decision-making on green energy measures in both committed and less committed hotels. This study explores factors affecting decision-making on green energy measures in the hotel industry. In particular, it examines the business case for these measures and identifies challenges that prevent hotel managers from taking action. The study findings suggest that similarities and differences among best practice and other hotels are related to the approaches taken in decision-making by hotel managers in the adoption of green energy measures in terms of short/long term energy planning, resource intensity and views about sustainability. The study further highlights success factors contributing to increased use of green energy measures and areas that need to be addressed in order to encourage hotel managers to adopt green energy measures.