Food is good for you (and the planet): Balancing service quality and sustainability in hospitality
DOI:
https://doi.org/10.7433/s114.2021.11Keywords:
environmental sustainability; hospitality; local food; service quality; customers’ behavioral intentions; willingness to payAbstract
Purpose of the paper: Although environmental awareness is growing among hospitality customers, some environmental initiatives may lower personal comfort and overall service quality; therefore, hospitality managers need to find a balance between service quality and environmental preservation. The aim of the research is twofold: first, to investigate whether various environmentally sustainable practices affect customers’ behavioral intentions differently, and second, to investigate if customers display more positive intentions toward a specific practice that is supposed to enhance overall service quality (i.e. serving local food).
Methodology: The empirical research is conducted through an online survey of 237 respondents. Respondents were asked to rate on a 5-point Likert scale the extent to which different sustainable practices affect their hotel selection process, their expected satisfaction during the stay, and their willingness to pay a higher price.
Results: Results show that all environmentally sustainable practices positively influence the hotel selection process and expected satisfaction, though to differing extents, but that few practices positively influence customers’ willingness to pay a higher price. Local food is the initiative that stimulates the most positive behavioral intentions across all the dimensions.
Research limitations: The study addresses almost only Italian respondents and, at the moment, examines behavioral intentions rather than actual behaviors.
Originality of the paper: The study supports the idea that environmental sustainability is a multidimensional concept, and that different practices have different effects on customers’ intentions. It adds to current knowledge that initiatives such as serving local food, which are also considered to enhance service quality and are connected to personal health, can produce a significantly more positive impact.
References
ABRATE G., PERA R., QUINTON S. (2020), “Last AND least: when hotel guests do not care about environmental policies”, Sinergie Italian Journal of Management, vol. 38, n. 1, pp. 33-53.
BALOGLU S., MANGALOGLU M. (2001), “Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents”, Tourism Management, vol. 22, n. 1, pp. 1-9.
BELL J. (2006), Doing your research project: a guide for first-time researchers in education, health and social science (4th ed), Maidenhead, Berkshire, England: Open University Press.
BOHDANOWICZ P., ZIENTARA P. (2008), “Corporate social responsibility in hospitality: Issues and implications. A case study of Scandic”, Scandinavian Journal of Hospitality and Tourism, vol. 8, n. 4, pp. 271-293.
BOLEY B.B., UYSAL M. (2013), “Competitive synergy through practicing triple bottom line sustainability: Evidence from three hospitality case studies”, Tourism and Hospitality Research, vol. 13, n. 4, pp. 226-238.
CAFIERO C., PALLADINO M., MARCIANÒ C., ROMEO G. (2019), “Traditional agri-food products as a leverage to motivate tourists. A meta-analysis of tourism-information websites”, Journal of Place Management and Development, vol. 13, n. 2, pp. 195-214.
CARDOSO L., VILA N.A., DE ARAÚJO A.F., DIAS F. (2020), “Food tourism destinations’ imagery processing model”, British Food Journal, vol. 11, n. 6, pp. 1833 - 1847.
CESCHI S., CANAVARI M., CASTELLINI A. (2018), “Consumer’s Preference and Willingness to Pay for Apple Attributes: A Choice Experiment in Large Retail Outlets in Bologna (Italy)”, Journal of International Food & Agribusiness Marketing, vol. 30, n. 4, pp. 305-322.
COHEN E., AVIELI N. (2004), “Food in tourism: attraction and impediment”, Annals of Tourism Research, vol. 31, n. 4, pp. 755-778.
CUCCULELLI M., GOFFI G. (2016), “Does sustainability enhance tourism destination competitiveness? Evidence from Italian Destinations of Excellence”, Journal of Cleaner Production, vol. 111, January, pp. 370-382.
DANGELICO R.M., VOCALELLI D. (2017), “Green Marketing: an analysis of definitions, strategy steps, and tools through a systematic review of the literature”, Journal of Cleaner Production, vol. 165, November, pp. 1263-1279.
DE MAGISTRIS T., GRACIA A. (2008), “The decision to buy organic food products in southern Italy”, British Food Journal, vol. 110, n. 9, pp. 929-947.
DIMITRI C., DETTMANN R.L. (2012), “Organic food consumers: what do we really know about them?”, British Food Journal, vol. 114, n. 8, pp. 1157-1183.
DRAPER A., GREEN J. (2002), “Food safety and consumers: constructions of choice and risk”, Social Policy and Administration, vol. 36, n. 6, pp. 610-625.
EDWARDS-JONES G., CANALS L.M., HOUNSOME N., TRUNINGER M., KOERBER G., HOUNSOME B., CROSS P., YORK E., HOSPIDO A., PLASSMANN K., HARRIS I., EDWARDS R., DAY G., TOMOS D., COWELL S., JONES D. (2008), “Testing the assertion that ‘local food is best’: the challenges of an evidence based approach”, Trends in Food Science and Technology, vol. 19, n. 5, pp. 265-274.
EVANSCHITZKY H., WUNDERLICH M. (2006), “An examination of moderator effects: the four stage loyalty model”, Journal of Service Research, vol. 8 n. 4, pp. 330-345.
FERMANI A., CRESPI I., STARA F. (2016), “Sustainable hospitality and tourism at different ages: Women’s and men’s attitudes in Italy”, Research in Hospitality Management, vol. 6, n. 1, pp. 83-92.
FERRARI S., GILLI M. (2015), “Authenticity and experience in sustainable food tourism”, in The Routledge Handbook of Sustainable Food, Beverage and Gastronomy, Sloan P., Legrand W., London, UK: Routledge, pp. 315-325.
FONT X., TAPPER R., SCHWARTZ K., KORNILAKI M. (2008), “Sustainable supply chain management in tourism”, Business Strategy and the Environment, vol. 17, n. 4, pp. 260-271.
GALATI A., SCHIFANI G., CRESCIMANNO M., MIGLIORE G. (2019), “Natural wine” consumers and interest in label information: An analysis of willingness to pay in a new Italian wine market segment”, Journal of Cleaner Production, vol. 227, August, pp. 405-413.
GEERTS W. (2014), “Environmental certification schemes: HOTEL managers’ views and perceptions”, International Journal of Hospitality Management, vol. 39, May, pp. 87-96.
GREEN HOTEL ASSOCIATION (2017), What are Green Hotels?, Available at: www.greenhotels.com/whatare.htm Accessed on: July 2018.
GREEN RESTAURANT ASSOCIATION (2007), Environmental Guidelines, Available at: www.dinegreen.com/twelvesteps.asp Accessed on: July 2018.
GÖSSLING S. (2002), “Global environmental consequences of tourism”, Global Environmental Change, vol. 12, n. 4, pp. 283-302.
GÖSSLING S, GARROD B., AALL C., HILLE J., PEETERS P. (2011), “Food management in tourism: reducing tourism’s carbon “foodprint””, Tourism Management, vol. 32, n. 3, pp. 534-543.
HAASTERT M.V., GROSBOIS D.D. (2010), “Environmental Initiatives in Bed and Breakfast Establishments in Canada: Scope and Major Challenges with Implementation”, Tourism and Hospitality Planning and Development, vol. 7, n. 2, pp. 179-193.
HAN H., HSU L.T.J., LEE J.S. (2009), “Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process”, International Journal of Hospitality Management, vol. 28, n. 4, pp. 519-528.
HAN H., HSU L.T.J., LEE J.S., SHEU C. (2011), “Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions”, International Journal of Hospitality Management, vol. 30, n. 2, pp. 345-355.
HJALAGER A., CORIGLIANO M.A. (2000), “Food for tourists-determinants of an image”, International Journal of Tourism Research, vol. 2, n. 4, pp. 281-293.
HOLCOMB J.L., UPCHURCH R.S., OKUMUS F. (2012), “Corporate social responsibility: what are top hotel companies reporting?”, International Journal of Contemporary Hospitality Management, vol. 19, n. 6, pp. 461-475.
IRALDO F., TESTA F., LANZINI P., BATTAGLIA M. (2017), “Greening competitiveness for hotels and restaurants”, Journal of Small Business and Enterprise Development, vol. 24, n. 3, pp. 607-628
JUVAN E., DOLNICAR S. (2014), “The attitude-behaviour gap in sustainable tourism”, Annals of Tourism Research, vol. 48, n. C, pp. 76-95.
KARIM S.A., CHI C.G.Q. (2020), “Culinary tourism as a destination attraction: an empirical examination of destinations’ good image”, Journal of Hospitality Marketing and Management, vol. 19, n. 6, pp. 531-555.
KEAVENEY S.M., PARTHASARATHY M. (2001), “Customer switching behavior in online services: an exploratory study of the role of selected attitudinal, behavioral, and demographic factors”, Journal of Academy of Marketing Science, vol. 29, n. 4, pp. 374-390.
KIM H.J., PARK J., KIM M., RYU K. (2013), “Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Korea”, International Journal of Hospitality Management, vol. 33, n. 1, pp. 397-405.
LINE N.D., HANKS L. (2016), “The effects of environmental and luxury beliefs on intention to patronize green hotels: the moderating effect of destination image”, Journal of Sustainable Tourism, vol. 24, n. 6, pp. 904-925.
LÓPEZ-GAMERO M.D., CLAVER-CORTÉS E., MOLINA-AZORÍN J.F. (2011), “Environmental perception, management, and competitive opportunity in Spanish hotels”, Cornell Hospitality Quarterly, vol. 52, n. 4, pp. 480-500.
MAHACHI D., MOKGALO L.L., PANSIRI J. (2015), “Exploitation of Renewable Energy in the Hospitality Sector: Case Studies of Gaborone Sun and the Cumberland Hotel in Botswana”, International Journal of Hospitality and Tourism Administration, vol. 16, n. 4, pp. 331-354.
MANAKTOLA K., JAUHARI V. (2007), “Exploring consumer attitude and behaviour towards green practices in the lodging industry in India”, International Journal of Contemporary Hospitality Management, vol. 19, n. 5, pp. 364-377.
MARTÍNEZ P. (2015), “Customer loyalty: exploring its antecedents from a green marketing perspective”, International Journal of Contemporary Hospitality Management, vol. 27, n. 5, pp. 896-917.
MELISSEN F. (2013), “Sustainable hospitality: A meaningful notion?”, Journal of Sustainable Tourism, vol. 21, n. 6, pp. 810-824.
MIAO L., WEI W. (2013), “Consumers’ Pro-Environmental Behavior and Its Determinants in the Lodging Segment”, Journal of Hospitality and Tourism Research, vol. 40, n. 3, pp. 319-338.
MOHAI P. (1992), “Men, women, and the environment: an examination of the gender gap in environmental concern and activism”, Social Natural Resources, vol. 5, n. 1, pp. 1-19.
MOON S. (2021), “Investigating beliefs, attitudes, and intentions regarding green restaurant patronage: An application of the extended theory of planned behavior with moderating effects of gender and age”, International Journal of Hospitality Management, vol. 92, January, 102727.
MONTANARI A., STANISCIA B. (2009), “Culinary Tourism as a Tool for Regional Re-equilibrium”, European Planning Studies, vol. 17, n. 10, pp. 1463-1483.
NAMKUNG Y., JANG S. (2007), “Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioral intentions”, Journal of Hospitality and Tourism Research, vol. 31, n. 3, pp. 387-410.
PERITO M.A., SACCHETTI G., DI MATTIA C.D., CHIODO E., PITTIA P., SAGUY I.S., COHEN E. (2019), “Buy local! Familiarity and preferences for extra virgin olive oil of Italian consumers”, Journal of Food Products Marketing, vol. 25, n. 4, pp. 1-16.
REID S., JOHNSTON N., PATIAR A. (2017), “Coastal resorts setting the pace: An evaluation of sustainable hotel practices”, Journal of Hospitality and Tourism Management, vol. 33, December, pp. 11-22.
SAUNDERS M.N.K., LEWIS P., THORNHILL A. (2009), Research methods for business students (5th ed), New York: Prentice Hall.
SÁNCHEZ-OLLERO J.L., GARCÍA-POZO A., MARCHANTE-MERA A. (2014), “How Does Respect for the Environment Affect Final Prices in the Hospitality Sector? A Hedonic Pricing Approach”, Cornell Hospitality Quarterly, vol. 55, n. 1, pp. 31-39.
SCHUBERT F., KANDAMPULLY J., SOLNET D., KRALJ A. (2010), “Exploring consumer perceptions of green restaurants in the US”, Tourism and Hospitality Research, vol. 10, n. 4, pp. 286-300.
SEEGEBARTH B., BEHRENS S.H., KLARMANN C., HENNIGS N., SCRIBNER, L.L. (2016), “Customer value perception of organic food: cultural differences and cross-national segments”, British Food Journal, vol. 118, n. 2, pp. 396-411.
SHIN J., MATTILA A.S. (2019), “When organic food choices shape subsequent food choices: the interplay of gender and health consciousness”, International Journal of Hospitality Management, vol. 76, January, pp. 94-101.
SIMS R. (2009), “Food, place and authenticity: local food and the sustainable tourism experience”, Journal of Sustainable Tourism, vol.17, n. 3, pp. 321-336.
SIRAKAYA-TURK E., BALOGLU S., MERCADO H.U. (2014), “The Efficacy of Sustainability Values in Predicting Travelers’ Choices for Sustainable Hospitality Businesses”, Cornell Hospitality Quarterly, vol. 55, n. 1, pp. 115-126.
TENCATI A., POGUTZ S. (2015), “Recognizing the limits: sustainable development, corporate sustainability and the need for innovative business paradigms”, Sinergie, Italian Journal of Management, vol. 33, n. 96, pp. 37-55.
UNITED NATIONS ENVIRONMENTAL PROGRAMME (2015), Responsible Food Purchasing - Four steps towards sustainability for the hospitality sector, United Nations Publications.
UNITED NATIONS ENVIRONMENTAL PROGRAMME, WORLD TOURISM ORGANIZATION (2005), Making Tourism More Sustainable. A Guide for Policy Makers, United Nations Publications.
VERMA V.K., CHANDRA B. (2017), “Sustainability and customers’ hotel choice behaviour: a choice-based conjoint analysis approach”, Environment, Development and Sustainability, vol. 9, n. 1, pp. 1-17.
WANG Y., CHEN S., LEE Y., TSAI C. (2013), “Developing green management standards for restaurants: An application of green supply chain management”, International Journal of Hospitality Management, vol. 34, pp. 263-273.
WOODLAND M., ACOTT T. (2007),” Sustainability and local tourism branding in England’s South Downs”, Journal of Sustainable Tourism, vol. 15, n. 6, pp. 715-734.
XU X., GURSOY D. (2015), “Influence of sustainable hospitality supply chain management on customers’ attitudes and behaviors”, International Journal of Hospitality Management, vol. 49, August, pp. 105-116.
