Production and consumption within the hospitality industry

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Introduction

This group’s presentation is focused on responsible production and consumption within the hospitality industry. The hotel selected to aid in this evaluation is the Glasow Marriot Hotel, a 4-star Luxury hotel that is key to the economy and landscape of Glasgow. We have unique access to the hotel’s operation from the customers’ and employees’ perspectives. This access has offered us the privilege of having an in-depth understanding of our operations, allowing us to critique and evaluate its sustainability practices.

The hotel has recently renovated 303 of its rooms, which have been improved and designed to cater to a diverse clientele, including individuals, couples, and families with little children (cite). It is located in an ideal place within the central district and cultural attractions, allowing it to have a steady and good flow of clients. Its Brew Bar includes a few eco-conscious decoration options, such as LED lighting. It sources its food responsibly and offers recycling options for waste from its Hotel and Bar amenities. Well-established water conservation measures and digital menus also limit the use of paper. These choices make it a good choice to examine sustainable production, consumption, and waste management that can be done within the hospitality industry.

The hospitality industry dramatically contributes to the environment through energy use, waste management, responsible food production, responsible tourism practices, and water management. This makes it an ideal industry for studying how sustainability is practiced through responsible production and consumption in line with the global sustainability agenda (cite the UN). We aimed to determine how sustainability is practiced and how it is communicated to its customers and employees. We will use a theoretical framework to determine how the hotel’s practical practices contribute to sustainability in Glasgow.

Conceptual and Theoretical Learning

This paper will use two theories: the seduction model and the theory of planned behavior. These theories offer critical insight into how operations within hotels impact the environment. The seduction model evaluates how services are created and provided to clients. It evaluates the service offering process through the acknowledgment of the key companies of service delivery, which are the inanimate environment, the contact person, customer participation, and the systems and organizational structure that contribute to service delivery. Further, the theory of planned behavior determines how attitudes, subjective ideals, and perceived behavioral control impact the behavior of both hotel personnel and customers toward sustainable business practices. These two theories offer a unique perspective on how service is delivered. They highlight that service design and human behavior impact how much sustainability is embraced and practiced within the hospitality industry.

Through the lens of the servuction model, an analysis of the Marriot shows how inanimate objects such as lighting, furniture selection, energy use, and waste management contribute to sustainability. The hotel has LED lighting that saves more than 75% of energy compared to traditional lighting (cite). LED light bulbs also have a longer lifespan, reducing waste, and due to the lower energy use in electricity, the hotel has significantly reduced its carbon footprint. The company has also created a system that directs its staff to sort its waste into recycling, general waste, and composting. The hotel also tracks food waste, allowing it to evaluate how much is produced and take the proper measures to reduce waste. However, the model is static and restrictive. It offers a descriptive analysis of the hotel without offering any accurate deep analysis of the systems the company uses to be sustainable through the interrelation of its components. It also does not provide insight into the motivational or psychological processes used to promote sustainability within its systems, encouraging employees to practice and maintain sustainability practices. While it also offers an opportunity to evaluate the components contributing to sustainable practices, it does not explain how customers view its efforts. Customers who had leftovers had their food packaged in compostable packaging; however, some refused to use the offered packaging. Therefore, This model does not offer a way to determine how efforts are received and embraced, yet sustainability is heavily dependent on customer participation.

On the other hand, the theory of planned behavior offers an opportunity for an in-depth analysis of the psychological processes that drive consumer, staff, and management behavior. This theory asserts that behavior is influenced by the attitudes of all participating parties, perceived behavior control, and subjective norms. The hotel’s sustainability efforts are communicated to its guests through educational signs, digital education, and training its staff on its sustainability efforts that they can communicate to the guests (Suntornsan et al., 2022). QR codes offer information on its sustainability effort, and practices such as towel reuse are offered as sustainability practices that customers can participate in. Staff is trained to explain the hotel’s sustainability goals, allowing customers to be part of its efforts. This model, however, assumes that individuals make decisions through rational thought using provided information. However, decisions are influenced by emotions, external factors, and contextual factors. Therefore, customer and staff behavior may not be influenced by information like the model suggested. While some consumers may see the benefits of the suggested sustainable practices such as towel reuse, they may be germaphobic or find this unhygienic, requiring new towels to be provided each day of their stay. In addition, customers may find their practices a hindrance to good service. They may be unsatisfied with the services if sustainability is prioritized due to price perception, taste preferences, and convenience.

Further, this theory overestimates the power of intent in decision-making, yet as highlighted by Salkova et al. (2023), financial, logistical, and situational factors influence sustainable behavior. For businesses with similar practices and infrastructure, implementing sustainable practices depends on the hotel’s financial capability, the availability of resources such as biodegradable packaging, and customers’ view of climate change and the need for sustainability. If customer lack knowledge of the importance of practices such as recycling, it may hinder their willingness to participate in the Hotel’s Sustainability efforts.

A more appropriate theory would have been the Practice Theory. This theory does not assume that behavior can single-handedly contribute to accepting sustainability as a key requirement in today’s business activities. It offers an alternative view that social and environmental factors shape behavior. Using this theory, one would need to determine the daily activities of staff and customers, the systems used in decision-making, the arrangements used in the hotel, cleaning practices, energy use management, staff training, and guest communication. For instance, understanding how staff routine impacts sustainable food sourcing and operation and waste management would help provide a better understanding of how the hotel’s operations are failing or succeeding in creating sustainable practices and norms. Furthermore, evaluating the hotel’s communication through branding and marketing can help determine why customers are happy to engage in or fail to engage in the business’s sustainability efforts.

Essentially, whilе thе Sеrvuction Modеl and TPB provided useful points as the starting point in evaluating sustainability in the service sector, they both fell short of fully understanding thе complеxity of consumеr bеhaviour and systеmic changе in sustainability contеxts. To fully understand and enhance rеsponsiblе production and consumption in hospitality, a multidimеnsional thеorеtical approach that incorporates bеhavioural, contеxtual, and practicе-basеd insights would have been more appropriate.

Personal Learning Assessment

This essay writing process has significantly influenced my learning at an individual and team level. Through the integration of theoretical concepts with actual observation, the exercise allowed for a critical examination of sustainability and consumer behavior in a hospitality setting. Rеflеcting on thе lеarning objеctivеs еstablishеd in Sеction 2, I bеliеvе thе projеct wеll accomplish its objectives of developing analytical, collaborativе, and rеflеctivе capabilities whilе еnhancing our undеrstanding of rеsponsiblе production and consumption in thе sеrvicе sеctor.

One of thе most important valuations waѕ thе development оf critical thinking obsеrvational and analytical capabilities. Whilst wе observed оur Brеw Bar еxperimеnt at thе Glasgow Marriott, wе hаd tо see beyond eye level assumpptionѕ and rather interpеrt assumptions such as the impact of behaviour and evironmеntal cuеѕ by using thеorеtiсаl framework. This involved active reflection and synthesis, especially in comparing what was seen, such as signage, to what was suggested or lacking, such as guest motivations or operational limitations. The need to visually and narratively document these findings in the essay enhanced my ability to develop arguments through multimodal communication.

In addition, the project reminded me of the necessity of collaborative learning and decision-making. We had to plan visits, select materials from the hotel’s website and physical location, talk to staff members, and observe customers. We, therefore, had to coordinate meetings and accommodate all of the needs of our group members with varying schedules. It also emphasized the need to balance between personal views and group needs. As stated by (cite), group activities are critical in enhancing critical thinking, teamwork, and problem-solving skills. Studying real-life case studies with my teammates offered a unique view of how work is done in the real world. This essay also highlighted the shortcomings in my research and data collection processes. I had to learn and build on my research and data analysis skills to develop a comprehensive and in-depth look into the sustainability practices of the Marriot. Applying the chosen models requires that we understand what they mean and how they can be applied to real-life cases to offer an in-depth look into a situation. We also had to consider their limitations and carry out the research in a way that overcomes the stated challenges. I developed a deeper appreciation for integrative thinking by reviewing how each highlighted factor influences the outcomes of the hotel’s efforts about other factors that directly and indirectly impact the applicability of their stated actionable steps. In this case, social norms, customer and staff psychology and motivations, service design, and system design interact to highlight how effective the hotel is in creating and maintaining efforts to achieve its sustainability goals.

At a personal level, this assignment helped me develop reflective learning. It highlighted many of my misguided assumptions about sustainability, requiring we evaluate the strengths and weaknesses of the theories I chose to use. It also offered a unique experience to see how theoretical models do not apply perfectly in real-world situations. The fieldwork we had to perform required patience, open-mindedness, and flexibility, which are values I am grateful to have learned and practiced. For example, I initially thought that QR codes were the most effective form of communication in informing clients of the hotel’s goals and practices but observing customers’ inconsistent engagement with the provided QR codes led me to see that other communication methods, such as a unified branding approach that informs all guests and all future guests of the hotel’s commitment to sustainability would be more convincing.

Challenges and Issues Faced

One of the main challenges we faced was scheduling and time coordination between busy group members. This resulted in conflicting opinions on the best times to do fieldwork and what would be the most appropriate approach to writing the project essay. Further, there were concerns about the ethical process that should be used in taking photos. Further, we had underestimated the time it would take to take and curate photos in a way that allowed us to communicate more efficiently about the observed phenomena. In addition, the staff were busy and had difficulty interviewing due to their work and time constraints. Finally, interpersonal relationships between group members sometimes cause tensions due to differences in opinions on how to collect, analyze, and report the information. For example, we disagreed in one of the group meetings on the most appropriate theory to use in evaluating the company’s sustainability practices. However, we solved this by allowing each member to air their view, consider their strengths and weaknesses, and vote on the most appropriate approach that appealed to most group members.

Summary and Concluding Remarks

This project has offered an opportunity for a multidimensional analysis of a real-life case of the sustainability practices of the Marriot Hotel in Glasgow. Using visual media and observational and theoretical analysis, we have evaluated how Marriot practices responsible production and consumption in the hospitality industry. This case can serve as the foundation for other hotels to use in creating and establishing sustainability within their operations. The hotel revealed a commendable commitment to sustainability. The Sеrvuction Modеl and TPB offered a useful basis for analysis despite the identified challenges limiting our ability to comprehensively critique the hotel’s practices.

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