To Investigate the Perception of Customers Regarding Implementation of Ecotels That Leads To Sustainability in Tourism Industry of Kashmir

Akhtar N and Dr. Chandra M

Published on: 2024-03-23

Abstract

The purpose of this study is to contribute significantly to the empirical investigations related to the impact of ecotel practices on sustainability in the select hotels. The study also aims to explore the various ecotel practices implemented across select hotels in Kashmir and also empirically assess a comprehensive understanding of ecotel practices among the hotel managers. The study also developed the conceptual model to find out the impact of sustainable ecotel practices on hotel sustainability. This model incorporates three dimensions of ecotel practices and analyses the impact on hotel sustainability from all three dimensions: environmental, social and economic. This study used quantitative approach to fulfil the research objectives and hypothesis. Through a self-administered questionnaire, the researcher recorded the responses from 174 respondents. Based on the qualitative and quantitative data, this study explored the various ecotel practices implemented across the select hotels and also analyzes the impact of ecotel practices on hotel sustainability for each dimension by using various analytical techniques. The results from quantitative data show that hoteliers have a good understanding of ecotel practices and have implemented various new and trendy ecotel practices in their properties. The study findings also confirm that ecotel practices have a significant positive impact on hotel sustainability. Moreover, environmental and economic sustainability are more positively impacted by ecotel practices than social sustainability. Implementation of ecotel practices can benefit environment, society and economic performance, and the collaborative paradigm can be extended to this domain. A limitation is that this study focused on one association of the hotel industry representing a single echelon. The results of this study reject the null hypotheses that ecotel practices have no significant impact on hotel sustainability. This is one of the few studies that conceptualize and empirically test ecotel practices and consider all three dimensions of sustainability. A series of approaches and implications of ecotel practices are recommended for the hotel industry of Kashmir and the policymakers.