Ecolabelling in the Romanian Seaside Hotel Industry—Marketing Considerations, Financial Constraints, Perspectives

Alina Barbulescu, Andreea-Daniela Moraru and Cristina Duhnea
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Alina Barbulescu: Faculty of Mathematics and Informatics, Ovidius University of Constanta, 124 Mamaia Bd., 900527 Constanta, Romania
Andreea-Daniela Moraru: Faculty of Economic Sciences, Ovidius University of Constanta, 124 Mamaia Bd., 900527 Constanta, Romania

Sustainability, 2019, vol. 11, issue 1, 1-13

Abstract: The tendency to implement diverse environmental tools and promote the adoption of environmentally friendly practices in tourism activities is relatively new. One such tool is the EU Ecolabel used in the hotel industry as a voluntary European initiative meant to attest to the responsible attitude towards the environment. Since holding the ecolabel by the Romanian accommodation units is rather an exception, our aim was to investigate the views of industry managers on environmental issues, focusing on the EU Ecolabel, and get a glimpse of the challenges and prospects of ecolabelling within the seaside hotel industry. To this end, the study was designed and conducted on 60 hotel managers. The research results gave evidence to the measures already implemented, those pending implementation, reasons for not applying for the EU Ecolabel, and the most challenging criteria. The potential impact of the EU Ecolabel on the economic activity efficiency, and its role in customer decision processes and in marketing communication, was highlighted. Subsequently, a mathematical model was proposed, revealing that the intention to meet the criteria and obtain the EU Ecolabel depends on the managers’ level of knowledge of the EU Ecolabel, their opinion on whether holding the EU Ecolabel represents a competitive advantage, and the current efficiency level of the hotels’ economic activity. Considering the research findings, it is obvious that the industry would benefit from ampler and more sustained information campaigns on the EU Ecolabel.

Keywords: tourism; environmental impact; UE Ecolabel; management; Romania (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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