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Abstract(s)
Em direção a um comportamento mais responsável em relação ao meio ambiente e a um padrão de consumo mais consciente, a sustentabilidade ambiental é um conceito essencial a ser implementado pela indústria hoteleira. Como tal, a integração da sustentabilidade ambiental na estratégia de negócio dos hotéis é uma abordagem cada vez mais comum. No entanto, existem desafios para as empresas deste setor revindicarem o seu compromisso ambiental melhorando a transparência e a credibilidade de tais compromissos, de forma a obter um maior grau de confiança nos consumidores. Neste sentido, esta dissertação foca-se em avaliar os atributos ecológicos que um hotel deve compreender para criar confiança nos seus clientes. De modo a responder a este objetivo, foram identificados e caracterizados conceitos considerados importantes dentro da sustentabilidade ambiental na hotelaria e realizado um questionário aos consumidores portugueses. Os resultados mostram a importância que os quinze atributos de sustentabilidade ambiental selecionados têm para os consumidores desenvolverem a confiança nos serviços dos hotéis e a relevância que estes devem ter na divulgação nesta indústria.
Towards more responsible behavior in relation to the environment and a more conscious consumption pattern, environmental sustainability is an essential concept to be implemented by the hotel industry. As such, the integration of environmental sustainability into the hotels' business strategy is an increasingly common approach. However, there are challenges for companies in this sector to claim their environmental commitment by improving the transparency and credibility of such commitments, to obtain a greater degree of trust in consumers. In this sense, this dissertation focuses on evaluating the ecological attributes that a hotel must understand to create trust in its clients. To respond to this objective, concepts considered important within the environmental sustainability in hospitality were identified and characterized and a questionnaire was conducted to Portuguese consumers. The results show the importance that the fifteen attributes of environmental sustainability selected have for consumers to develop trust in the services of hotels and the relevance these must have in advertising in this industry.
Towards more responsible behavior in relation to the environment and a more conscious consumption pattern, environmental sustainability is an essential concept to be implemented by the hotel industry. As such, the integration of environmental sustainability into the hotels' business strategy is an increasingly common approach. However, there are challenges for companies in this sector to claim their environmental commitment by improving the transparency and credibility of such commitments, to obtain a greater degree of trust in consumers. In this sense, this dissertation focuses on evaluating the ecological attributes that a hotel must understand to create trust in its clients. To respond to this objective, concepts considered important within the environmental sustainability in hospitality were identified and characterized and a questionnaire was conducted to Portuguese consumers. The results show the importance that the fifteen attributes of environmental sustainability selected have for consumers to develop trust in the services of hotels and the relevance these must have in advertising in this industry.
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Keywords
Sustentabilidade ambiental Indústria hoteleira Hotéis Compromisso ambiental Confiança Atributos ecológicos Sustentabilidade ambiental na hotelaria Environmental sustainability Hotel industry Hotels Environmental commitment Trust Ecological attributes Environmental sustainability in hospitality