Exploring “Smart and Green” Concepts: A New Synergy for Irish Hospitality
Abstract
:1. Introduction
2. Literature Review
2.1. Green Hotels
2.2. Smart Hotels
2.3. Application of Social Media in the Tourism and Hospitality Industry
2.4. Literature Summary
3. Materials and Methods
3.1. Research Philosophy
3.2. Research Strategy
3.3. Data Collection Methods
3.4. Research Sample
3.5. Data Analysis and Trustworthiness
4. Main Findings and Discussion
4.1. “Smart and Green” Hotels Concept
I view green hospitality becoming a natural part of our day-to-day functioning in hotels.
4.2. Social Media in Tourism and Hospitality Industry
5. Recommendations
5.1. Adoption of Hybrid Model ”Smart and Green” Hotels Concept
5.2. Official Certification Programme
5.3. Increase Financial Incentives
5.4. Education and Training
6. Limitations and Future Research Directions
7. Final Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Participants
- Participant 1:
- Deputy General Manager 4-star large hotel and leisure centre (91 bedrooms); Town location, South of Ireland.
- Participant 2:
- General Manager 5-star luxury hotel small hotel and spa, rural location; East of Ireland (39 rooms); Michelin star restaurant.
- Participant 3:
- Operations Manager 5-star Large City Centre hotel; South of Ireland (87 rooms).
- Participant 4:
- Food and Beverage Manager 5-star; west of Ireland hotel (104 rooms).
- Participant 5:
- General Manager hotel on large estate; South West of Ireland; boutique hotel (66 rooms).
- Participant 6:
- Accommodation Manager, small boutique hotel; Centre of Ireland (22 rooms).
- Participant 7:
- General Manager, Capital City Hotel 3-star, old historical building (54 rooms).
- Participant 8:
- Managing Director of large hotel group comprising of different hotel star ratings and various classifications in various locations across Ireland. This participant is also a member of the Management Committee of the Irish Hotel Federation (IHF).
- Participant 9:
- Planning and Environment Manager Fáilte Ireland (the body responsible for promoting Ireland and product development).
- Participant 10:
- Head of Accommodation & Operations Development Fáilte Ireland.
Appendix B. Interview Guide
- IntroductionThank you for taking time out for this interview. As you are already aware, the purpose of the interview is to gather your opinions on the research topic, “smart and green” hotels in the context of the Irish hospitality industry.
- Green HotelsGreen hotels describe hotels that strive to be more environmentally friendly through the efficient use of energy, water and materials while providing quality services. Green hotels operate in a responsible way towards society, community, the local culture, and the surrounding environment.
- 1.
- How do you view green and sustainability in the context of the hotel sector? Are there any elements of green and sustainability which have been implemented at your hotel? For researcher prompt: LED lightings, renewable energy (solar panels, heat recovery system), efficient heating, water-saving features, single-use plastics (toiletries), etc.
- •
- Follow up question: Do you think they are sufficient in terms of green efforts?
- 2.
- In your opinion, what would motivate you for greater investment in green technology at your hotel?For researcher prompt: CSR recognition, business case profitability?
- 3.
- In your opinion, do you reckon that guests have trust in your hotel’s green initiatives?
- •
- Follow-up question: How do you ensure that they trust your hotel’s green initiatives?
- Smart HotelsIt is crucial to note that rapid advancement in technology has resulted in artificial intelligence starting to creep into the hospitality industry, especially in the hotel sector. It is predicted that by 2030, artificial intelligence robots will make up about 25 percent of the workforce in the hospitality industry.
- 4.
- Research shows that the adoption of artificial intelligence technology in the hospitality industry will be a disruptive game changer, particularly in the hotel sector. In your opinion, what is your view on the use of artificial intelligence in the hotel sector in Ireland? For researcher prompt: Chatbots in websites, robotic concierge for check-in/out, delivery robots, intelligent guest room (e.g., voice command, smartphone integration), etc.
- •
- Follow-up question: What is your view on the use of artificial intelligence in the hotel sector here (including at your hotel) in the future? For researcher prompt: Widespread use, still in the infancy stage, might be obsolete?
- 5.
- Research shows that virtual reality in the travel sector has exploded, in particular, smart hotels are constantly searching for new uses of virtual reality to attract guests. Some smart hotels have started to use virtual reality applications within the hotels, for example, guests could travel around the hotel and its surroundings with a virtual reality application/device without leaving the hotel room. Additionally, virtual reality could be used to allow guests to virtually visit tourist sites/destinations around the world (known as virtual tourism). What is your view on incorporating virtual reality technology into your hotel as an initiative to become a smart hotel? For researcher prompt: In terms of marketing strategy to attract guests, advertising revenue from tourism companies/overseas, any particular importance in COVID-19 times?
- “Smart and Green” Hotels—A Hybrid Concept
- 6.
- Now that we have discussed both “smart” and “green” hotels, how do you view the hybrid concept of “smart and green” hotels from an Irish hospitality industry perspective?
- •
- Follow-up question: In your opinion, assuming your hotel is marketed as “smart and green hotel” in the future, how will it affect your pricing strategy and how will the consumers respond? For researcher prompt: Will you be charging more, less or no change? What amount of premium will consumers be willing to pay?
- 7.
- In your view, what are some of the challenges in the implementation of “smart and green” hotel concept in Ireland? For researcher prompt: Your guest intention, demographic, cost of investment involved, location suitability, government support?
- Social Media MarketingIn order to convince consumers regarding the benefits of “smart and green” hotels, social media marketing plays an increasingly important role in hotels’ marketing strategy. Research has shown that social media could influence the decision-making process of customers who intend to book a hotel.
- 8.
- What is your view on the statement? How does your hotel engage in social media marketing?
- •
- Follow-up question: In your opinion, what are some of the challenges in social media marketing in the Irish hotel sector? For researcher prompt: Negativity, speed of spread?
- International ChainsBesides social media marketing, to increase awareness of “smart and green” hotels particularly in the international market, “international chain” strategy could be considered by hotel operators.
- 9.
- In your opinion, what is your view in relation to global hotel alliances/international hotel chains in terms of revenue and visibility? For researcher prompt: In your view, how does association to an international chain, e.g., Marriott/Hilton/Hyatt affect sales/bookings, domestically and internationally? For researcher prompt: Not only will association with an international chain increase a hotel’s spending budget to introduce “smart and green” technologies, revenue and sales should also improve owing to more bookings by international guests.
- Concluding Questions
- 10.
- In conclusion, how do you view the concept of smart and green hotels as the future of the Irish hospitality industry? For researcher prompt: in the context of 5, 10, 15 or 20 years?
- 11.
- Do you have further thoughts/recommendations/proposals that would be beneficial to the research based on our discussions today?
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Main Themes | Supporting Themes | ||
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Green Hotel | Smart Hotel | Social Media | Global Hotel Chain |
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Tan, Y.S.; Wright, A.S. Exploring “Smart and Green” Concepts: A New Synergy for Irish Hospitality. Tour. Hosp. 2022, 3, 276-296. https://doi.org/10.3390/tourhosp3010019
Tan YS, Wright AS. Exploring “Smart and Green” Concepts: A New Synergy for Irish Hospitality. Tourism and Hospitality. 2022; 3(1):276-296. https://doi.org/10.3390/tourhosp3010019
Chicago/Turabian StyleTan, Yi Sheng, and Angela S. Wright. 2022. "Exploring “Smart and Green” Concepts: A New Synergy for Irish Hospitality" Tourism and Hospitality 3, no. 1: 276-296. https://doi.org/10.3390/tourhosp3010019