Encouraging pro-environmental behaviour change at tourist accommodation. How to design and apply a smart service innovation that saves energy and water

Abstract

The topic of my thesis is saving energy and water to reduce carbon emissions and waste at self-contained B&B style accommodation. The focus is saving by conserving resource, this compares to the frequently applied strategy of introducing eco-efficient technologies. Conservation of resources involves choosing to use less and enjoying a different experience compared to using efficient systems which deliver a similar level of performance but use less energy and water. Efficiency does not necessarily save resources because of the great entanglement of systems in our everyday lives and the consequential creep of our rising energy and water use. Choosing to conserve resources is thus an alternative way to consume and to change ones routines and methods to enjoy a comfortable temperature inside. Conservation is critically important for tourist accommodation because global tourism growth is outpacing tourist accommodations’ current capacity to reduce its environmental impacts using efficient systems, and need to achieve the Paris Agreement’s target of Net Zero Emissions by 2050. We therefore need to consider a new type of tourist accommodation experience. Creating new innovative service experiences to achieve sustainable outcomes is perhaps easier said than done. A longitudinal case study analysis of the site used in this thesis, demonstrates the challenges involved, but it also shows the causes of transitions and the benefits of focusing sustainability-oriented behaviour on core expertise to build potential competitive advantage. Further research identified that guests might apply their character strengths to pro-environmental situations and is tested with resource use feedback. Currently guests use resources without knowledge of their consumption or that of other guests or the local community. They have no way of telling from the practices they apply the corresponding impact on overall consumption. A smart service integrating intelligent technologies and social technologies (the interplay between the host and guest) which apply pro-environmental amenities was designed, developed and installed in four cottages at one site in Australia. Guests were invited to participate through interpersonal communication and indirect feedback stimulates adaptive behaviours. Significant savings were achieved for electricity, gas and water. The use of sustainable firewood offered an alternative energy source and in three cottages guests achieve significant conserving savings. Importantly guests’ satisfaction was not impacted and the intervention was appreciated by most guests. Findings analysis high resolution resource data to show guest use comparing Intervention Group with Control to study different behaviours to save. Self-contained BB b) compared to hotel rooms, guests are responsible for their own food preparation and other domestic activities, have a larger space to live in and control systems for thermal comfort, thus their actions to conserve have strong potential environmental benefits; and c) it is a category growing fast thanks to new online community style platforms so its impact maybe escalating. This thesis therefore makes a significant contribution by conducting research using a ‘real world’ site where previously limited research has been conducted. It makes an important contribution to self-contained B&B style accommodation, a largely ignored category of tourist accommodation, by providing the first high resolution study of resource use and innovation opportunities. The thesis also contributes by undertaking the first longitudinal sustainability-oriented innovation study of a service firm and offers a framework for service industries. My thesis proposes an extended theory for resource use, resource saving persuasion, which helps explain the complexities guests have for saving resources. The final contribution is to positive psychology, using an exploratory study – subsequently tested – that applies character strengths to guests’ pro-environmental attitudes and behaviours. Recommendations propose government resource saving policy change focus more on emphasising conservation of resource use, with additional recommendations for local government, building design, peak bodies and NGO strategies.