Abstract
The aim of this study was to investigate guest profiles at a hotel that has created a best-practices water management model to determine how different types of guests contribute to saving water during their stay. To do this, we analyzed levels of environmental awareness and pro-environmental behavior among the guests. Information was gathered through 648 structured surveys with guests at Hotel Samba in the Spanish seaside resort of Lloret de Mar between September 2015 and August 2016. Cluster analysis revealed four profiles of guests with different sociodemographic characteristics and different levels of awareness and proactivity in relation to water conservation. We combined our findings to develop a framework that illustrates how the two dimensions of environmental awareness and pro-environmental behavior are related in this setting. This article provides new insights into how hotel guests’ environmental awareness and engagement can influence a hotel’s water-saving efforts. These insights should help hotel operators to devise new, guest-centered strategies for saving water.
Highlights
Water is one of the most sought after natural resources, in areas with frequent drought and high water stress, such as the Mediterranean Basin [1]
We have presented the case of a hotel that despite its water-saving efforts and low consumption rates receives guests with different levels of environmental awareness and pro-environmental behavior
Our findings show that a higher level of environmental awareness is not necessarily associated with environmental proactivity
Summary
Water is one of the most sought after natural resources, in areas with frequent drought and high water stress, such as the Mediterranean Basin [1]. Guests can contribute to reducing water consumption in the hotel industry first by choosing a hotel with a sustainable water management system [13] and second by helping to save water during their stay [14,15,16]. These steps are directly related to two key concepts: environmental awareness and pro-environmental behavior. As reported by Gregory and Leo [23], people who are concerned about the impact of human activity on water resources are not always proactive about saving water
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