•  
  •  
 

Author ORCID Identifier

https://orcid.org/0000-0002-8339-5073 Dębski Maciej

https://orcid.org/0000-0003-2169-6062 Borkowska-Niszczota Małgorzata

Abstract

This is an empirical study that is based on the results of questionnaire research on ecological behaviour and consumer choices shown by generation Z and their attitudes towards pro-ecological practices implemented as part of ecological policies in accommodation businesses. At the same time, an attempt was made to find out whether the implemented ideas could encourage this generation to choose places offering practices friendly to the environment and thus be a source of competitive advantage of such locations. The description of the results was preceded by an overview of past research on the issue and theoretical background on sustainable consumption. An analysis of the results showed that Generation Z in most cases tried to limit their negative impact on the environment as well as trying to apply ecological guidelines in practice. Generation Z support pro-ecological behaviour on a daily basis, however, this is mainly true when it comes to behaviour bringing financial or health-related benefits. The young approve of most pro-ecological practices in the accommodation industry but they differ in preferences and in exchange for their support, they expect financial rewards. In conclusion, this generation rates more highly accommodation facilities implementing pro-ecological practices and this translates into a greater willingness to stay at such places.

Keywords

sustainable consumption, Generation Z, pro-ecological practices, tourism, accommodation facilities

References

Anderson, K., Sharp, B. (2010). Do growing brands win younger consumers? International Journal of Market Research, 52 (4), 433-441. DOI: https://doi.org/10.2501/S1470785309201387

Baker, M.A., Davis, E.A., Weaver, P.A. (2014). Eco-friendly attitudes, barriers to participation, and differences in behavior at green hotels. Cornell Hospitality Quarterly, 55 (1), 89-99. DOI: https://doi.org/10.1177/1938965513504483

Beccera, M., Santalo, J., Silva, R. (2013). Being belter vs. being different: Differentiation competition and pricing strategies in the Spanish hotel industry. Tourism Management, 34, 71-79. DOI: https://doi.org/10.1016/j.tourman.2012.03.014

Berezan, O., Millar, M., Raab, C. (2014). Sustainable hotel practices and guest satisfaction levels. International Journal of Hospitality & Tourism Administration, 15, 1-18. DOI: https://doi.org/10.1080/15256480.2014.872884

Bohdanowicz, P. (2006). Environmental awareness and initiatives in the Swedish and Polish hotel industries – survey results. International Journal of Hospitality Management, 25 (4), 662-668. DOI: https://doi.org/10.1016/j.ijhm.2005.06.006

Borkowska-Niszczota, M. (2011). Rozwiązania proekologiczne jako sposób podnoszenia konkurencyjności podmiotów świadczących usługi hotelarskie. Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, 157, 41-54.

Borkowska-Niszczota, M. (2015). Społeczna odpowiedzialność biznesu turystycznego na rzecz zrównoważonego rozwoju na przykładzie obiektów hotelarskich. Economics and Management, 7 (1), 369-392. DOI: https://doi.org/10.12846/j.em.2015.01.23

Bruska, A. (2016). Zrównoważona konsumpcja. Istota, formy, nabywcy. Logistyka Odzysku, 4 (21), 27-31.

Buffa, F. (2015). Young tourists and sustainability. Profiles, attitudes, and implications for destination strategies. Sustainability, 7 (10), 14042-14062. DOI: https://doi.org/10.3390/su71014042

Burzyński, T., Abram, M. (eds) (2011). Ekologia w turystyce jako tendencja rozwoju gospodarki XXI wieku. Cracow: Instytut Turystyki w Krakowie.

Chan, E.S.W., Hawkins, R. (2010). Attitude towards EMSs in an international hotel: An exploratory case study. International Journal of Hospitality Management, 29 (4), 641-651. DOI: https://doi.org/10.1016/j.ijhm.2009.12.002

Chen, M.F, Tung, P.J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221-230. DOI: https://doi.org/10.1016/j.ijhm.2013.09.006

D’Souza, C., Taghian, M. (2005). Green advertising effects on attitude and choice of advertising themes. Asian Pacific Journal of Marketing and Logistics, 17 (3), 51-66. DOI: https://doi.org/10.1108/13555850510672386

Desai, S.P., Lele, V. (2017). Correlating Internet, social networks and workplace – a case of generation Z students. Journal of Commerce & Management Thought, 8 (4), 802-815. DOI: https://doi.org/10.5958/0976-478.X.2017.00050.7

Edgell, D. (2006). Managing sustainable tourism. A legacy for the future. New York: Harworth Hospitality Press.

Ekogeneracja Z (2020). Retrieved from: https://noizz.pl/eko-generacja-z/xdjgl7t (20.01.2020).

Erdogan, N., Baris, E. (2007). Environmental protection programs and conservation practices of hotels in Ankara, Turkey. Tourism Management, 28, 604-614. DOI: https://doi.org/10.1016/j.tourman.2006.07.003

Evans, D. (2011). Thrifty, green or frugal: Reflections on susstainable consumption in a changing economic climate. Geoforum, 42 (5), 50-557. DOI: https://doi.org/10.1016/j.geoforum.2011.03.008

Gao, Y.L., Mattila, A.S. (2014). Improving consumer satisfaction in green hotels: The roles of perceived warmth, perceived competence, and CSR motive. International Journal of Hospitality Management, 42, 20-31. DOI: https://doi.org/10.1016/j.ijhm.2014.06.00

Ge, H., Chen, S., Chen, Y. (2018). International alliance of green hotels to reach sustainable competitive advantage. Sustainability, 10 (2), 1-15. DOI: https://doi.org/10.3390/su10020573

Gil, M., Jimenez, J.B., Lorente, J.J. (2001). An analysis of environmental management, organizational context and performance of Spanish hotels. Omega, 29 (6), 457-471. DOI: https://doi.org/10.1016/S0305-0483(01)00033-0

Haddouche, H., Salomone, Ch. (2018). Generation Z and the tourist experience: Tourist stories and use of social networks. Journal of Tourism Futures, 4 (1), 69-79, DOI: https://doi.org/10.1108/JTF-12-2017-0059

Hamed, H.M. (2017). Marketing destinations to millennials: Examining the compatibility between the destination marketing organization website and the millennial tourist prospects. Journal of Tourism and Recreation, 3 (1), 1-20. DOI: http://dx.doi.org/10.12735/jotr.v3n1p01

Han, H., Hsu, L.-T., Lee, J.-S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decisionmaking process. International Journal of Hospitality Management, 28 (4), 519-528. DOI: https://doi.org/10.1016/j.ijhm.2009.02.004

Han, H., Hsu, L.-T.,J., Lee, J.-S., Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographic, and eco-friendly intentions. International Journal of Hospitality Management, 30 (2), 345-355. DOI: https://doi.org/10.1016/j.ijhm.2010.07.008

Han, H., Kim, W., Kiatkawsin, K. (2017). Emerging youth tourism: Fostering young travelers’ conservation intentions. Journal of Travel & Tourism Marketing, 34 (7), 905-918. DOI: https://doi.org/10.1080/10548408.2016.1261758

Han, X., Chan, K. (2013). Perception of green hotels among tourists in Hong Kong: An exploratory study. Services Marketing Quarterly, 34 (4), 339-352. DOI: https://doi.org/10.1080/15332969.2013.827069

Ip, C., Lee, H.A., Law, R. (2012). Profiling the users of travel websites for planning and online experience sharing. Journal of Hospitality & Tourism Research, 36 (3), 418-426. DOI: https://doi.org/10.1177/1096348010388663

Kang, K., Stein, L., Heo, C., Lee, S. (2012), Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31 (2), 564-572. DOI: https://doi.org/10.1016/j.ijhm.2011.08.001

Kapera, I., Wszendybył-Skulska, E. (2017). Działania proekologiczne w ocenie gości hoteli. Turyzm/Tourism, 27 (2), 59-64. DOI: https://doi.org/10.18778/0867-5856.27.2.05

Kasim, A. (2004). BESR in the hotel sector: A look at tourists’ propensity towards environment. International Journal of Hospitality and Tourism Administration, 5 (2), 61-83. DOI: https://doi.org/10.1300/J149v05n02_04

Kelly, J., Haider, W., Williams, P.W., Englund, K. (2007). Stated preferences of tourists for ecoefficient destination planning options. Tourism Management, 28 (2), 377-390. DOI: https://doi.org/10.1016/j.tourman.2006.04.015

Kostakis, I., Sardianou, E. (2012). Which factors affect the willingness of tourists to pay for renewable energy? Renewable Energy, 38, 169-172. DOI: https://doi.org/10.1016/j.renene.2011.07.022

Kryk, B. (2011). Konsumpcja zrównoważona a proekologiczne style życia. Studies & Proceedings of Polish Association for Knowledge Management, 51, 206-218.

Kwiatek, A., Skiba, M. (2017). Świadomość ekologiczna młodych ludzi, Zeszyty Naukowe Politechniki Częstochowskiej. Zarządzanie, 28 (2), 127-136. DOI: https://doi.org/10.17512/znpcz.2017.4.2.10

Lazanyi, K., Bilan, Y. (2017). Generation Z on the labour market – do they trust others within their workplace. Polish Journal of Management Studies, 16 (1), 78-93. DOI: https://doi.org/10.17512/pjms.2017.16.1.07

Lee, J., Hsu, L., Han, H., Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioral intentions. Journal of Sustainable Tourism, 18 (7), 901-914. DOI: https://doi.org/10.1080/09669581003777747

Liang, H. (2013). Research on the core competitive power elements evaluation system of green hotel. Journal of Economic Development, Environment and People, 2 (4), 38-47. DOI: https://doi.org/10.26458/jedep.v2i4.38

Lorek, S., Fuchs, D. (2013). Strong sustainable consumption governance – precondition for a degrowth path? Journal of Cleaner Production, 38, 36-43. DOI: https://doi.org/10.1016/j.jclepro.2011.08.008

Lorek, S., Spangenberg, J.H. (2014). Sustainable consumption within a sustainable economy – beyond green growth and green economies. Journal of Cleaner Production, 63, 33-44. DOI: https://doi.org/10.1016/j.jclepro.2013.08.045

Manaktola, K., Jauhari, V. (2007). Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19 (5), 364-377. DOI: https://doi.org/10.1108/09596110710757534

Millar, M., Baloglu, S. (2011). Travelers’ most preferred green attributes for a hotel room. Cornell Hospitality Quarterly, 52 (3), 302-311. DOI: https://doi.org/10.1177/1938965511409031

Millar, M., Mayer, K., Baloglu, S., (2012). Importance of green hotel attributes to business and leisure travelers. Journal of Hospitality Marketing and Management, 21 (4), 395-413. DOI: https://doi.org/10.1080/19368623.2012.624294

Mousavi, S.A., Hoşkara, E., Woosnam, K.M. (2017). Developing a model for sustainable hotels in Northern Cyprus. Sustainability, 9 (11), 1-23. DOI: https://doi.org/10.3390/su9112101

Nemec Rudež, H., Vodeb, K. (2015). Students’ use of social media during the travel process. Tourism and Hospitality Management, 21 (2), 179-190. DOI: https://doi.org/10.20867/thm.21.2.5

Nowacki, M., Awedyk, M., Kowalczyk-Anioł, J., Królikowska, K., Pstrocka-Rak, M., Rak, G. (2017). Strategie rozwoju turystyki w Polsce w kontekście zrównoważonego rozwoju. In: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu. Gospodarka turystyczna w regionie. Przedsiębiorstwo. Samorząd. Współpraca. Vol. 473 (pp. 381-389). Wrocław: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu. DOI: https://doi.org/10.15611/pn.2017.473.35

Opris, I., Cenusa, V.-E. (2017). Subject-spotting experimental method for gen Z. TEM Journal, 6 (4), 683-692. DOI: https://doi.org/10.18421/TEM64-06

Pawłowski, J. (2016). Eco-rating of hotels as a response to consumers’ requirements. Research Papers of Wroclaw University of Economics, 437, 328-337. DOI: https://doi.org/10.15611/pn.2016.437.32

Prochorowicz, M. (2015). Activity of hotel facilities towards the environmental protection. Europa Regionum, 23, 211-222. DOI: https://doi.org/10.18276/er.2015.23-17

Przekształcamy nasz świat: Agenda na rzecz zrównoważonego rozwoju 2030 (2020). Rezolucja Zgromadzenia Ogólnego ONZ A/ RES/70/1, 25 września 2015. Retrieved from: http://www.gov.pl/web/rpzwoj/agenda-2030 (20.01.2020)

Richards, G. (2016). The economic impact of youth travel. In: UNWTO, Global report on the power of youth travel. Vol. 13 (pp. 10-13). Madryt: AM Reports, UNWTO.

Robinot, E., Giannelloni, J.L. (2010). Do hotels’ ”green” attributes contribute to customer satisfaction? Journal of Services Marketing, 24 (2), 157-169. DOI: https://doi.org/10.1108/08876041011031127

da Rosa, F.S., Silva, L.C. (2017). Environmental sustainability in hotels, theoretical and methodological contribution. Brazilian Journal of Tourism Research, 11 (1), 39-60. DOI: https://doi.org/10.7784/rbtur.v11i1.1161

Ryan, V. (2002). Equity management, power sharing and sustainability issues of the ‘new tourism’. Tourism Management, 23 (1), 17-26. DOI: https://doi.org/10.1016/S0261-5177(01)00064-4

Ryszawska-Grzeszczak, B. (2007). Ekologiczny wymiar konsumpcji żywności. Ekonomia i Środowisko, 1 (31), 150-164.

Sauthgate, D. (2017). The emergence of generation Z and its impact in advertising. Long-term implications for media planning and creative development. Journal of Advertising Research, 52 (2), 227-235. DOI: https://doi.org/10.2501/JAR-2017-028

Sidali, K., Huber, D., Schamel, G. (2017). Long-term sustainable development of tourism in South Tyrol: An analysis of tourists’ perception. Sustainability, 9 (10/1791). DOI: https://doi.org/10.3390/su9101791

Tzschenke, N., Kirk, D., Lynch, P.A. (2004). Reasons for going green in serviced accommodation establishments. International Journal of Contemporary Hospitality Management, 16 (2), 116-124. DOI: https://doi.org/10.1108/09596110410520007

UNWTO (2017). Sustainable development. Retrieved from: https://www.unwto.org/sustainable-development (20.01.2020).

Vallone, D., Smith, A., Kenney, T., Greenberg, M., Hair, E., Cantrell, J., Rath, J., Koval, R. (2016). Agents of social change: A model for targeting and engaging generation Z across platforms. How a nonprofit rebuilt an advertising campaign to curb smoking by teens and young adults. Journal of Advertising Research, 56 (4), 414-425. DOI: https://doi.org/10.2501/JAR-2016-046

First Page

43

Last Page

50

Language

eng

Share

COinS