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Improving Guest and Owner Satisfaction through a Circular Economy: An Agritourism Case Study

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  • Paula Tavares de Carvalho

    (ISEC Lisboa—Instituto Superior de Educação e Ciências, 1750-142 Lisbon, Portugal
    BRU—Business Research Unit, ISCTE—Instituto Superior de Ciências do Trabalho e da Empresa, IUL—Instituto Universitário de Lisboa, 1649-026 Lisboa, Portugal)

  • Ricardo Jorge Raimundo

    (ISEC Lisboa—Instituto Superior de Educação e Ciências, 1750-142 Lisbon, Portugal)

  • José Dias Lopes

    (ISEC Lisboa—Instituto Superior de Educação e Ciências, 1750-142 Lisbon, Portugal
    ISEG—Instituto Superior de Economia e Gestão, Universidade de Lisboa, 1200-781 Lisbon, Portugal)

Abstract

This study examines the role of agritourism in developing strategies to promote a circular economy by applying the 3Rs (reduce, reuse, and recycle) and improving guests’ satisfaction. It contributes to filling the gap in the literature regarding the challenges posed, impact evidence, potential trade-offs, and socioeconomic considerations for the application of the 3Rs strategy in small tourism businesses. Interviews with hotel owners/hosts and guests were conducted through mainly qualitative methods, and the content was analyzed. This study reports on a case study conducted with a convenience sample of customers from a rural tourism company in Portugal to assess their position concerning the company’s 3Rs strategy. The case study reveals that common categories—hosts, breakfast, decoration, environment, and comfort—appreciated by guests align with the 3Rs practices. It was found that being environmentally responsible, taking part in the circular economy, and interacting with it can improve not only the satisfaction of guests but also hosts, thus creating memorable experiences for both. This study also shows that the position of customers regarding the 3Rs is not monolithic, with reusing and recycling emerging most prominently. This study shows that, in this context, a circular economy is feasible, provides tangible benefits, and successfully combines operational efficiency and guest convenience. This study also shows that it is possible to establish a successful tourism supply strategy based on a circular economy, particularly the 3Rs. Still, this strategy should not look at the 3Rs as if they were a uniform reality.

Suggested Citation

  • Paula Tavares de Carvalho & Ricardo Jorge Raimundo & José Dias Lopes, 2024. "Improving Guest and Owner Satisfaction through a Circular Economy: An Agritourism Case Study," Tourism and Hospitality, MDPI, vol. 5(4), pages 1-19, September.
    • Handle: RePEc:gam:jtourh:v:5:y:2024:i:4:p:51-905:d:1486259
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    References listed on IDEAS

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    1. Elena Rudan, 2023. "Circular Economy of Cultural Heritage—Possibility to Create a New Tourism Product through Adaptive Reuse," JRFM, MDPI, vol. 16(3), pages 1-12, March.
    2. Jorge Julião & Marcelo Gaspar & Clarisse Alemão, 2020. "Consumers' perceptions of circular economy in the hotel industry: evidence from Portugal," International Journal of Integrated Supply Management, Inderscience Enterprises Ltd, vol. 13(2/3), pages 192-209.
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    4. Alexis Ioannidis & Konstantinos J. Chalvatzis & Leonidas C. Leonidou & Zhiteng Feng, 2021. "Applying the reduce, reuse, and recycle principle in the hospitality sector: Its antecedents and performance implications," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3394-3410, November.
    5. Gao, Jing & Wu, Bihu, 2017. "Revitalizing traditional villages through rural tourism: A case study of Yuanjia Village, Shaanxi Province, China," Tourism Management, Elsevier, vol. 63(C), pages 223-233.
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