Scholarly record
RAISING ATTRACTIVENESS OF THE EU ECOLABEL FOR ROMANIAN HOTELS
Abstract
It is already a fact that at present a major source of obtaining competitive advantage is related to the green development of enterprises. Sustainability is an important element in the core values of the consumers belonging to the Millennial Generation, which is the most numerous living generation nowadays. In this context, all projects related to the implementation of sustainability respect the profile of this new consumer. In 1992, the European Union Ecolabel has been established for several types of products and services. At present, the criteria for obtaining the EU Ecolabel for European hotels are established in the Commission Decision no.175 of 25 January 2017. In the new generational context, this eco-label started to be more and more attractive in the last ten years. At present, 34% of the total licences for the EU Ecolabel, which represents the majority, are from tourist and accommodation services with almost 800 licences obtained by European hotels and campsites. According to the data included in the EU Ecolabel Tourist Accommodation Catalogue, more than 400 European hotels implemented the EU Ecolabel at present. In Romania, only two hotels are using the EU Ecolabel. In such context, the main aim of this paper is to demonstrate the economic advantages of the implementation of the EU Ecolabel for Romanian hotels. To that end, two qualitative research methods have been used: the literature review and the case study. The analysis starts with the presentation of the generational theory, shaping the profile of the Millennial consumer. A short SWOT analysis of the Romanian hotel industry is presented. After introducing the EU Ecolabel, several advantages for Romanian hotels are presented related to the implementation of the EU Ecolabel in order to raise the attractiveness of this label for the Romanian hotels industry.
Publication Impact Profile
Publication details
References12
Benckendorff, P., Moscardo, G., Pendergast, D., Tourism and Generation Y; CAB International, UK&USA, 2010;
Bochert R, Cismaru L, Foris D., Connecting the Members of Generation Y to Destination Brands: A Case Study of the CUBIS Project, Sustainability vol.9/issue 7, p.1197, 2017;
Buffa, F., Young Tourists and Sustainability. Profiles, Attitudes, and Implications for Destination Strategies, Sustainability vol.7/issue 10, pp. 14042-14062, 2015;
Cismaru, L.; Proca, A., Strategies for the sustainable development of tourist destinations based on generation Y profile, Proceedings of the 15th International Multidisciplinary Scientific GeoConference/SGEM 2015, pp. 561–568;
European Commission, Decision 2017/175 of 25 January 2017 on establishing EU Ecolabel criteria for tourist accommodation, Official Journal of the European Union, L28/9, 2.2.2017;
European Commission, EU Ecolabel – Facts and figures, last updated 2/10/2017, Available online: http://ec.europa.eu/environment/ecolabel/facts-and-figures.html;
European Commission, Europe, the world's No 1 tourist destination – a new political framework for tourism in Europe, Brussels, COM(2010) 352 final, 2010;
European Commission, The EU Ecolabel Tourist Accommodation Catalogue, DGENV 2017, Available online: http://ec.europa.eu/ecat/hotels/en/list;
Future Brand, Country Brand Index 2014-2015, p.43, Available online: https://www.futurebrand.com/uploads/CBI2014-5.pdf;
Fry, R. Millennials Overtake Baby Boomers as America’s Largest Generation. 2016. Available online: http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/;
Howe, N., Strauss, W., Millennials Rising: The Next Great Generation; Vintage Books, USA, 2009;
World Economic Forum, The Travel & Tourism Competitiveness Report. Paving the way for a more sustainable and inclusive future, 2017, pp.284-285.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.
