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

Abstract

This study aims to evaluate the role of hotel associations in encouraging sustainable practices and analyze the implementation of green hotels in West Java from the perspective of hotel management and visitors. Despite many hotels making efforts to reduce their environmental impact, gaps and challenges still exist in their pursuit of sustainability. The research emphasizes the importance of collaboration among hotel associations, management, and visitors to promote sustainable practices. This study employs a qualitative approach and survey methods, executing in-depth interviews with 37 participants at the Indonesian Hotel and Restaurant Association's office in West Java, as well as six hotels, ranging from non-star to 5star establishments. A combination of convenience and purposive sampling techniques was employed. The findings indicated that hotel associations serve as catalysts in the tourism sector, successfully fulfilling their responsibilities by adhering to standard operating procedures and promoting sustainable practices. Hotel management adopts the green concept by establishing policies that comply with standards and regulations, such as building design, energy efficiency, sustainable product selection, and effective waste management practices. Hotels can benefit from a positive brand image and the potential for financial gains through sustainability initiatives and industry trends. Visitors express their support for the implementation of green hotels through their positive perceptions. Future studies are encouraged to further investigate consumer behavior and decision-making related to the selection of green hotels, specific factors influencing travelers' choices, and variations in preferences across different market segments and regions.