Sustainability Practices at Hotels and BnB Establishments …
341
The importance of sustainability in the hotel industry has increased over the last
decades, and sustainability is expected to be the defining issue for the industry in near
future (Deloitte 2010). Sustainable innovation is a critical attribute in modern hotel
management, as is widely recognized by experts and hotel managers alike. Hotels
have also adapted to the risks associated with litigation and regulation as well as to
the need of sustain profitability and market growth (Smerecnik and Andersen 2011).
Sustainable hotels are claimed to be perceived positively by hotel guests even
though researchers have also identified contradiction between what customers state
and how they act in reality. Customers seem to be reluctant in choosing sustainable
hotels by making their choices depending on other attributes such as price, location or
consumer trends (Han et al. 2009; Tilikidou et al. 2014). There are still barriers to the
wider adoption of sustainable development principles by hotel managers. In order
to implement sustainable management systems is believed to be expensive, there
is insufficient information about the outcomes, hotel managers lack knowledge and
skills and the market demand is limited (Hsiao et al. 2014). Sustainability certification
has either not had positive effect on hotel bookings and revenues because it has been
experienced as a conflict with quality expectations (ibid).
8 Accountability—Responsibility
Responsibility is a word and a concept that is increasingly being mentioned in our
society, not at least in discussions about sustainability. It is pointed out how important
it is, in any organizational context, to develop co-workers into responsible actors.
In the scientific sense, the concept of responsibility is first and foremost a philosophical question. Philosophy and responsibility are interconnected on the one hand
in the general question of what responsibility possibly is and on the other side of
the normative question: what responsibility should be? (Kernell 2002). According
Wildavsky (1986) responsibility is so integral part of human relationship that in its
various meanings and shadings it serves as a synonym for almost every important
political word. Responsibility is one of the major political concepts alongside freedom, equality and solidarity, etc. that are easily to use but the more precise meaning
often remains vague (Wildavsky 1986). In practice meets the talk of responsibility
often an approach that has been called Sunday concept. This means that everyone
uses the word only in rhetorical sense as referring to responsibilities seems generally acceptable and it causes no harm. Bovens (1998) points out, however, that
responsibility is a real concept that is even known by everyone. It is hard to imagine
that anyone would deny or ignore their responsibility or deliberately behave irresponsibly. At the same time the term is used as a spiritual or emergency solution,
e.g. within the party and government programs. In fact, responsibility as a concept
is understood in many ways and used for many different purposes: responsibility
changes depending on the time, venue and speakers (Bovens 1998). As a legal term
the concept of responsibility is describing personal or financial penalties. In law and
political science implies responsibilities consequences of an act or not acting.
341
The importance of sustainability in the hotel industry has increased over the last
decades, and sustainability is expected to be the defining issue for the industry in near
future (Deloitte 2010). Sustainable innovation is a critical attribute in modern hotel
management, as is widely recognized by experts and hotel managers alike. Hotels
have also adapted to the risks associated with litigation and regulation as well as to
the need of sustain profitability and market growth (Smerecnik and Andersen 2011).
Sustainable hotels are claimed to be perceived positively by hotel guests even
though researchers have also identified contradiction between what customers state
and how they act in reality. Customers seem to be reluctant in choosing sustainable
hotels by making their choices depending on other attributes such as price, location or
consumer trends (Han et al. 2009; Tilikidou et al. 2014). There are still barriers to the
wider adoption of sustainable development principles by hotel managers. In order
to implement sustainable management systems is believed to be expensive, there
is insufficient information about the outcomes, hotel managers lack knowledge and
skills and the market demand is limited (Hsiao et al. 2014). Sustainability certification
has either not had positive effect on hotel bookings and revenues because it has been
experienced as a conflict with quality expectations (ibid).
8 Accountability—Responsibility
Responsibility is a word and a concept that is increasingly being mentioned in our
society, not at least in discussions about sustainability. It is pointed out how important
it is, in any organizational context, to develop co-workers into responsible actors.
In the scientific sense, the concept of responsibility is first and foremost a philosophical question. Philosophy and responsibility are interconnected on the one hand
in the general question of what responsibility possibly is and on the other side of
the normative question: what responsibility should be? (Kernell 2002). According
Wildavsky (1986) responsibility is so integral part of human relationship that in its
various meanings and shadings it serves as a synonym for almost every important
political word. Responsibility is one of the major political concepts alongside freedom, equality and solidarity, etc. that are easily to use but the more precise meaning
often remains vague (Wildavsky 1986). In practice meets the talk of responsibility
often an approach that has been called Sunday concept. This means that everyone
uses the word only in rhetorical sense as referring to responsibilities seems generally acceptable and it causes no harm. Bovens (1998) points out, however, that
responsibility is a real concept that is even known by everyone. It is hard to imagine
that anyone would deny or ignore their responsibility or deliberately behave irresponsibly. At the same time the term is used as a spiritual or emergency solution,
e.g. within the party and government programs. In fact, responsibility as a concept
is understood in many ways and used for many different purposes: responsibility
changes depending on the time, venue and speakers (Bovens 1998). As a legal term
the concept of responsibility is describing personal or financial penalties. In law and
political science implies responsibilities consequences of an act or not acting.