The Rhetoric of Green Hotels

Abstract

The last two decades have seen environmentalism become a core value in western societies. This evolution, and in particular the rise of environmental consumerism, has not only forced the marketplace to be more responsive to products and services promising environmental responsibility, but has also created new types of communication, including new text genres and a new rhetoric. The purpose of this article is to analyse the environmental rhetoric of green hotels in Denmark. The article briefly presents the differences and similarities between political and commercial green discourse and then discusses the paradoxes of green marketing as reflected in the texts of some of the most important green hotel chains and associations of green hotels in Denmark. The article devotes its analysis to select rhetorical aspects of two genres, the green hotel brochure and the green card or towel card.

Can hotels educate consumers about sustainability?

“…This strategy of embedding "a 360degree view of sustainability within the business model" (Deloitte's, 2010, p. 42) builds the 'green' image and reputation as integral to the overall customer experience. This resonates with the hotel philosophy of taking care of guests and the environment (Frandsen & Johansen, 2001) and is consistent with Sheth et al's (2011) notion of "mindful consumption". Research shows that once a guest has experienced a hotel that offers an exceptional experience, including a sustainability offering, they are more likely to expect the same thing from all hotels and are more likely to factor this normatively into their choices, either by selecting hotels that practice sustainability or by returning to ones that they have previously experienced, depending on their destination (Graci & Kuehnel, 2012); (Chen & Peng, 2012).…”

“…The dilemma for sustainability hotels is, therefore, how to convince customers of the authenticity of their efforts and commitment without attracting the cynicism attributed to 'green' rhetoric found in promotional materials (Frandsen & Johansen, 2001). The Hotel Sector could take a leaf out of the Sustainability Apparel Coalition's book by taking steps to develop ways of providing customers with a "behind the scenes" perspective as well as putting more effort into preparing customers for "experiential learning" by "setting the scene" in advance.…”

“…"Getting the consumer involved in the creation and delivery of sustainable value is one important way of harnessing consumer behaviour for sustainability" (Belz & Peattie, 2012, p. 103). Hotels employ engagement strategies to further their sustainability practices in both subtle and obvious ways, including positioning cards and brochures in hotel rooms as well as providing information on menus or brochures (Frandsen & Johansen, 2001), but this is customarily pitched at the level of "informating" associated with the MCV Model's (Fig. 1) quadrant 1.…”