Strategies For Sustainable Service Quality Delivery In Hotel

Hotels have been identified as a "resource-hungry" sector that consumes a considerable amount of natural resources and generates large volumes of waste. This negative impact of the sector raises concerns for sustainability. Sustainable service quality delivery practice has been identified as a subtle but significant medium in combating the adverse impacts of hotels on the environment. The quest to examine strategies for sustainable service quality delivery in hotel in Ebonyi state using a case study of selected hotels in Ebonyi state informed the focus of this study. With the qualitative research approach, four (4) star-graded hotels in Ebonyi state were sampled. In-depth interviews with key informants from key regulatory agencies such as the Environmental Protection Agency (EPA) and the National Tourism Authority (NTA) and hotel managers were conducted. The study revealed that, though the low-grade hotels had some "reactive" sustainable service quality delivery strategies, the high-grade hotels were more committed to sustainability in terms of the availability of a written green management policy. Water management and rationing, energy efficiency and economy and waste generation and management were broad sustainable service quality delivery strategies employed by hotels in this study. However, high-grade hotels in this respect were again identified having a more robust green initiative such as in-room energy management systems and large liquid waste treatment plants than low-grade hotels. The study again identified cost savings and regulatory compliance as popular drivers influencing the adoption of sustainable service quality delivery initiatives in hotels. This study proposes the provision of infrastructure, support, and education for hotel owners and consumers on the need to embrace sustainability in their operations.

1.0 Introduction

1.1 Background to the Study

Before the 1960s, the hospitality/tourism industry was perceived as an "environmentally friendly" and "smokeless industry" hardly worthy of harassment (Holden, 2000; William and Ponsford, 2008; Kasim, 2007). Some scholars even championed the industry as a promising economic and environmental alternative to the "Fordist-style" resource extraction and production1. However, perspectives concerning the "smokelessness" (Williams and Ponsford, 2008) of the industry began to shift especially when increasing trends of energy supply, the burden of waste management and pollution became evident as the negative environmental impacts in the hospitality sector of the tourism industry (Kasim, 2006). It is against this background that many scholars, governments, and ecological movements joined the bandwagon for the adoption of "sustainable service quality delivery" in the hospitality industry across the globe (Rogerson & Sims 2012). 2

Many labels such as "sustainable tourism" (Middleton, 1998) "ecotourism" (CeballouLascurain, as cited in Fennel, 2001), "Nature-based tourism" "green responsible business" "responsible tourism" (Spenceley et al., 2002), "socially-conscious tourism" (Debarbieri, 2008) among others have been given to describe the adoption of "eco-friendlier" (Mbasera, 2016) practices by the hospitality industry (Lindberg, 1991; Hunter and Green, 1995; Lozano-Oyola et al., 2012). Throughout this study, the term "sustainable service quality delivery practice" is used as a blanket concept, under which other terms, such as ecotourism and responsible tourism may fit.

Sustainable service quality delivery practice has over the years received several interpretations. Whereas some scholars consider the concept as seeking just environmental quality or producing green output (Business Dictionary, n.d;3 Brown and Ratledge 2011), others also argue for a more comprehensive approach of seeking ecological concerns while maintaining the profitability of the enterprise (Hassan, 2000; Spenceley et al., 2002). With reference to Makower and Pyke (2009), this study defines green practice as the availability of policies and initiatives that seek to promote environmental quality and business sustainability.

Globally, the hotel industry has witnessed significant growth over the years. The increase in tourism, the establishment of business headquarters for multinational corporations etc. seems to explain more of the rise in the accommodation sector. A hotel industry analysis reveals that bookings in travel and tourism hit almost $1.6 trillion in 2017 4. The hotel industry which is one of the significant sectors of the hospitality industry constituted over 30 per cent of the value 5. Hotel industry market statistics according to Statista and Deloitte in 2018 asserts that the global hotel industry is set to cross USD 500 Billion in 2018. Again, the hotel industry alone is expected to sustain by growing at 6-7% in 2018 6.

The hotel industry in Nigeria has received much improvement after the implementation of the Structural Adjustment Programme in the 1980s (Mensah and Blankson, 2014). This according to Kuuder (2012), is in response to the issue of investor friendliness, appreciable political stability, and recent oil discovery of the country. International travellers to Nigeria increased significantly between the year 2000 to 2009 from 399,000 to 802,779 respectively (Kuuder 2012). This growth simultaneously increased the number of registered hotels between 1992 and 1,595 (National Tourism Board, 2009). This growth leaves the most significant, visible and permanent carbon footprint on the environment. This is because the growth of these hotels in the region has some correlation with the generation of negative environmental impacts such as excessive consumption of energy and water and the production of both liquid and solid waste (Mensah and Blankson, 2014).

1.2 Statement of the Problem

The accommodation sector is the largest in the tourism industry (Akyeampong, 2006; Ottenbacher et al., 2009). Hotels, a crucial component of the accommodation sector are characterized by several activities that collectively exert a significant impact on environmental resources (Kirk, 1995; Andrea 2007:1916; Bohdanowicz, Zientara & Novotna 2011:801). According to estimations by Han et al., (2010), an average hotel emits between 160 kg and 200 kg of carbon dioxide per square meter of room floor area per year. Water consumption per night by a guest is between 170 and 440 litres in an average five-star hotel. On average, hotels produce 1 kg of solid waste per guest per night (Ibid).

The government of Nigeria, in the quest to arrest the looming effects of hotels" operations on the environment, created state institutions such as National Tourism Authority (NTA) and Environmental Protection Agency (EPA), to guide and guard the activities of hotels in the country. For example, hotels in consonance with the legislative instrument are required to conduct and submit an Environmental Impact Assessment (EIA) of their proposed project for review (Environmental Assessment Regulations LI 1652). They (hotels) are thereafter required to submit an Environmental Management Plan (EMP) within 18months after the commencement of business to the Environmental Protection Agency. The EMP outlines how the environmental impact of their activities will be managed. However, evidence from the literature (Mensah and Blankson 2014), suggests that hotels, especially those owned by foreigners do not comply after license and permits have been granted. This negligence confirms earlier observations by the 1996 Tourism Development Plan that hotels in Nigeria are likely to be confronted with the challenge of waste disposal which might lead to the pollution of water bodies.

In fact, there have been reported cases of hotels prosecuted for discharging offensive effluent waste into public gutters ( National News Agency, 2009). In the view of Pigram (1995), tourism is like a two-edged sword which has the potential to create and destroy. It is against this backdrop that many calls have been made for hotels across the globe to adopt and practice some environmental management practices in order to minimize its negative impacts on the environment. For example, international hotel associations can be cited for their respective efforts to employ some ecological rationality in their operations (Mensah and Blankson, 2014).

However, implementation of sustainable service quality delivery strategies in hotels in Sub-Saharan Africa including Nigeria is very limited (Mensah and Blankson, 2014). Even though some studies by Mensah (2006) and Kuuder, et al., (2013) have been conducted in this regard, both studies approached the issue quantitatively. Even though the quantitative approach facilitates comparisons between organizations or groups (Yauch and Steudel, 2003), in this case, low and high star-graded hotels, qualitative methods on the other hand allows the researcher to explore the perspectives of these hotels in other to yield information that is more nuanced than data derived from surveys (Dudwick et al., 2006). In the view of Dudwick et al., (2006), many important characteristics, beliefs, motivations, perceptions of people and communities cannot be meaningfully understood or reduced to numbers without particular reference to their local context.

In other words, even though similar studies have been conducted internationally as well as in other parts of this country (Bohdanowicz et al., 2014; Bohdanowicz, 2006; Mensah et al., 2014; Kuuder, et, al., 2013; Mensah, 2006), conclusions made by these studies cannot be generalized in interpreting the types of sustainable service quality delivery, policies and factors motivating the adoption of sustainable service quality delivery in urban areas given its unique characteristics. It is against this background that this study seeks to understand sustainable service quality delivery among hotels in the pursuit of sustainable development goals. Thus, this study seeks to examine sustainable service quality delivery towards achieving sustainable development in hotels.

1.3 Objectives of the Study

The aim of this study is to examine strategies for sustainable service quality delivery in hotel in Ebonyi state using a case study of selected hotels in Ebonyi state. Specifically, the objectives of the study include to;

To identify sustainable service quality delivery strategies adopted towards achieving sustainable development in selected hotels in Nigeria

To investigate the type of green policies adopted in hotels in Nigeria towards achieving sustainable development

To determine the factors influencing the adoption and practice of these sustainable service quality delivery strategies towards achieving sustainable development

1.4 Research Question

The following research questions are formulated to guide this research:

What are the sustainable service quality delivery strategies adopted towards achieving sustainable development in selected hotels in Nigeria?

What type of green policies are adopted in hotels in Nigeria towards achieving sustainable development?

What are the factors influencing the adoption and practice of these sustainable service quality delivery strategies towards achieving sustainable development?

1.5 Research Hypothesis

HO1 There is no significant relationship between implementation of sustainable service quality delivery strategies and achievement of sustainable development in hotels in Nigeria

HA1 There is a significant relationship between implementation of sustainable service quality delivery strategies and achievement of sustainable development in hotels in Nigeria

1.6 Significance of the Study

Unlike some developed nations where the pressure to adopt "eco-friendlier" practices stems from consumers and other non-state actors, the government of Nigeria, Environmental Protection Agency (EPA), National Tourist Board (NTB) etc. The EPA mandates hotels to submit Environmental Impact Assessment (EIA) before the commencement of business. They are thereafter required by law to submit an Environmental Management Plan (EMP) 18 months after commencement of business. The Environmental Management Plan (EMP) outlines how hotels will manage the impact of their operations on the environment. Moreover, regular visits are made by field officers of the abovementioned institutions to ensure that sound environmental practices are inculcated in the operations of business in the accommodation sector. Reports from the Quality Assurance Department of the NTA and the EPA suggests that "eco-friendlier" policies and practices of most hotels in the municipality end after license have been granted. Because of the heavy presence of hotels and its significant effects on the municipality, it is therefore prudent to know the extent to which these hotels are implementing sustainable service quality delivery to mitigate the negative impacts of their activities on the environment. This would provide empirical evidence for the various actors including the hoteliers to fashion out programs in ensuring sustainability.

In addition, the adoption and practice of sustainable service quality delivery strategies by hotels can be an avenue for guest to appreciate the essence of sustainable service quality delivery across the globe. In other words, the observance of sound environmental practices in hotels can be subtly learned by guests who visit the facility and consciously or unconsciously snowballed to other geographic areas.

1.7 Scope of Study

This study was carried out to examine strategies for sustainable service quality delivery in hotel in Ebonyi state using a case study of selected hotels in Ebonyi state. The study was limited to selected hotels in Ebonyi state, Nigeria.

1.8 Limitation of the Study

This study was limited in scope, as it only focused on two selected hotels in Ebonyi state, Nigeria. This implies that the findings and conclusions drawn from this study cannot be generalized to other hotels and organizations in the hospitality industry. Also, the researcher faced time constraints, financial constraints as well as issues related to access to relevant materials for this research.

1.9 Definition of Terms

Sustainable Service Quality Delivery:

Means the practice of creating structures and using processes that are environmentally responsible and resource-efficient throughout the life-cycle of a development, including buildings, from siting to design, construction, operation, maintenance, renovation and deconstruction.

Sustainable Development:

Is an organizing principle for meeting human development goals while simultaneously sustaining the ability of natural systems to provide the natural resources and ecosystem services on which the economy and society depend on.

Hotel:

A hotel is an establishment that provides paid lodging on a short-term basis. Facilities provided inside a hotel room may range from a modest-quality mattress in a small room to large suites with bigger, higher-quality beds, a dresser, a refrigerator and other kitchen facilities, upholstered chairs, a flat screen television, and en-suite bathrooms.

1.10 Organisation of the Study

This study is organized into five chapters. Chapter one included the background of the study, research problem, research objectives and questions as well as limitation of the study. Chapter two contains the literature review. Chapter three includes the methodology and study area. Chapter Four contains the results and discussion of key findings of the study. Chapter Five finally looks at the summary, conclusions, and recommendations based on the findings.

• Hotel / Catering / Tourism Project Topics and Materials