Ideation techniques on green hotels with potential,profiling of green Literature review

Ideation techniques on green hotels with potential,profiling of green hotels and environmental impacts on green hotels - Literature review Example The most neglected area for the small and medium scale enterprises while using the ICT is the environmental sustainability in the various business activities (Cobanoglu, 2010; Ruiz-Molina, Gil-Saura and Moliner-Velazquez, 2010). Estimations suggests that 75 percent of the environmental impacts done by the hotels are due to the excessive consumption of water, energy, non durable goods and various types of waste emission released into soil, water and air. Therefore, the hotels should think about ways that may reduce these environmental impacts and also make the stakeholders and customers aware of this fact. Some of the recent studies have suggested from the perspective of the guest, the importance of green practices in hotels (Han, et al., 2011; Lee, et al., 2010). The first study suggested that the hotel should design effective communication strategies that would highlight their green services and products regarding the development of green positioning strategy and green image. The co nsumers while going with their lodging decision often gives importance to such factors. The main motive was that the consumers thought that by choosing a green hotel they are contributing towards saving of the green environment for their children. It has been stated in the second study that going green also provides marketing advantage, especially in understanding the attitudinal profile of the customers towards eco-friendliness. The eco-friendly hotels that use material, water and energy efficiently along with providing quality services are termed as â€Å"green hotels†. They harmonize environmental sustainability and tourism. The businesses that are environmentally responsible are maintaining a good place in the new found popularity for ecotourism. The hotels are seen to be getting greener consistently. 2. Benefits of Green Hotel A specific mindset and flamboyance is represented to the existing and the potential customers by the Green hotels. As suggested by the global tren ds since 1990s the hospitality industry has seen the commencement of environmental conscious product and services. Studies have suggested that hotel guests are seen to be more inclined towards the green hotels and are motivated towards preserving the natural environment not only for their future generation and children but also for their well-being. These factors are also found to reflect the reason for brand choice (Lee, et al., 2010). The word ‘green’ has different implication on the various stakeholders and more particularly the consumers of the hotel. The environmental practices followed by the hotels are different from that of the corporate practices that are engaged for incorporating the environmental standards. However, the consumers are seen to have a different level of trust on the perception based on intimation and engagement of commercial branding. Branding is very critical factor in case of hospitality industry. Branding is different for the green hotels as compared to other commercial, domestic or international hotels. The branding of the green hotel is rare and this provides them with the differentiation and provides the customers with different type of experience. Moreover, some of the customers are seen to be inclined towards the eco-friendly property in their holidays due to the personal and environmental commitment. The green hotels effectively preserve and conserve by means of