Hotel Certification And Its Relevance For Sustainable Development: Examples From The European Alps
Free (open access)
3 - 15
U. Pröbstl & F. Müller
The tourism sector is currently characterized by a specialisation and ongoing segmentation to meet the ever more sophisticated demands of the respective target groups. Quality classification schemes and certifications have now become an integral part of the system. Therefore the tourist is confronted with increasing numbers of labels and classification systems. Besides the differentiation and the marketing aspects, certifications are also used as a tool to enhance the sustainable development of hotels and tourism enterprises. There are initiatives on regional, national, European and international level as well as private and governmental concepts. In this paper we analyse common labels in the German speaking part of the alpine area and discuss their possible impact for sustainable development in context with other evaluations. In order to understand the increasing \“jungle” of certificates and labels we asked hotel managers of two different certificates about their decision making process when choosing a label. Overall the hotel managers perceived positive effects on the environment, on their specific target group and the economic development. The process had in several enterprises even a positive impact on their employees. The discussion also reveals that the main reason for the certificate is a strong personal engagement for sustainability as well as a long term marketing strategy. International initiatives are therefore less important in our case study area. Keywords: certification, sustainable development, marketing strategies.
certification, sustainable development, marketing strategies.