Ecolabel adoption and communication in hospitality: Malta case study

Details

Supervisors

Sinigaglia, Nadia

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

enThe environmental impact of tourism and the hospitality industry is increasingly acknowledged. In response, many governments and institutions have developed sustainability tools such as ecolabels, which are voluntary certifications designed to encourage environmentally responsible practices and influence consumer behavior. This thesis begins with a literature review exploring the concept of ecolabels, their benefits and challenges for the hospitality sector, and the role of persuasive communication in influencing consumers. A case study on Malta was then conducted, combining secondary online data analysis and primary semi-structured interviews involving various stakeholders in the hospitality and/or ecolabel sector. Indeed, online observation revealed significant asymmetries in the display of eco-information across relevant platforms used by consumers, prompting a qualitative investigation into communication processes between stakeholders. Interviews further provided insights into sustainability strategies and means of communication along the customer journey. The research concludes with practical recommendations and a discussion of its limitations. Our results suggest that the combination of COVID-19 pandemic and recent government incentives helped hotels innovate and implement more sustainability initiatives, leading to the adoption of ecolabels. It also confirms that managers’ environmental orientation plays a crucial role in overcoming sustainability challenges. Finally, while hotels recognize the competitive advantage of holding an ecolabel, consistency of eco-information across platforms is not their priority.