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Ecolabelling in the Romanian Seaside Hotel Industry—Marketing Considerations, Financial Constraints, Perspectives

Author

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  • Alina Barbulescu

    (Faculty of Mathematics and Informatics, Ovidius University of Constanta, 124 Mamaia Bd., 900527 Constanta, Romania)

  • Andreea-Daniela Moraru

    (Faculty of Economic Sciences, Ovidius University of Constanta, 124 Mamaia Bd., 900527 Constanta, Romania)

  • Cristina Duhnea

    (Faculty of Economic Sciences, Ovidius University of Constanta, 124 Mamaia Bd., 900527 Constanta, Romania)

Abstract

The tendency to implement diverse environmental tools and promote the adoption of environmentally friendly practices in tourism activities is relatively new. One such tool is the EU Ecolabel used in the hotel industry as a voluntary European initiative meant to attest to the responsible attitude towards the environment. Since holding the ecolabel by the Romanian accommodation units is rather an exception, our aim was to investigate the views of industry managers on environmental issues, focusing on the EU Ecolabel, and get a glimpse of the challenges and prospects of ecolabelling within the seaside hotel industry. To this end, the study was designed and conducted on 60 hotel managers. The research results gave evidence to the measures already implemented, those pending implementation, reasons for not applying for the EU Ecolabel, and the most challenging criteria. The potential impact of the EU Ecolabel on the economic activity efficiency, and its role in customer decision processes and in marketing communication, was highlighted. Subsequently, a mathematical model was proposed, revealing that the intention to meet the criteria and obtain the EU Ecolabel depends on the managers’ level of knowledge of the EU Ecolabel, their opinion on whether holding the EU Ecolabel represents a competitive advantage, and the current efficiency level of the hotels’ economic activity. Considering the research findings, it is obvious that the industry would benefit from ampler and more sustained information campaigns on the EU Ecolabel.

Suggested Citation

  • Alina Barbulescu & Andreea-Daniela Moraru & Cristina Duhnea, 2019. "Ecolabelling in the Romanian Seaside Hotel Industry—Marketing Considerations, Financial Constraints, Perspectives," Sustainability, MDPI, vol. 11(1), pages 1-13, January.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:1:p:265-:d:195512
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    References listed on IDEAS

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    1. Nicolae Lupu & Mihail Ovidiu Tanase & Remus-Alexandru Tontoroiu, 2013. "A straightforward x-ray on applying the ecolabel to the hotel business area," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 634-644, November.
    2. Llorenç Bagur-Femenias & Dolors Celma & Josep Patau, 2016. "The Adoption of Environmental Practices in Small Hotels. Voluntary or Mandatory? An Empirical Approach," Sustainability, MDPI, vol. 8(7), pages 1-14, July.
    3. Cristinel Petrisor CONSTANTIN & Ana ISPAS & Adina Nicoleta CANDREA, 2013. "Identifying Tourists Interested in Eco-Certified Accommodation Units from Brașov, Romania," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 521-542, December.
    4. Stefano Duglio & Stanislav Ivanov & Francesca Magliano & Maya Ivanova, 2017. "Motivation, Costs and Benefits of the Adoption of the European Ecolabel in the Tourism Sector: An Exploratory Study of Italian Accommodation Establishments," Business & Management Compass, University of Economics Varna, issue 1, pages 83-95.
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    Cited by:

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    3. Igor Trišić & Snežana Štetić & Donatella Privitera & Marko D. Petrović & Marija Maksin & Slavoljub Vujović & Zoran Jovanović & Marija Kalinić, 2021. "Perspectives on Sustainable Tourism Development in the Hotel Industry—A Case Study from Southern Europe," Sustainability, MDPI, vol. 13(10), pages 1-15, May.
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