1.
Vimal Shukla
– Head of School of Hospitality, Auro University, Surat, Gujarat, India.
2.
Bhavya Agarwal
– Auro University, Surat, Gujarat, India.
3.
Digvijay Singh
– Auro University, Surat, Gujarat, India.
Abstract
The current study is focused on the consumer awareness and
attitude towards sustainable practices in hotels in Gujarat, India
where rapid economic development takes place along with
increasing environmental problems. For gathering relevant data,
the quantitative descriptive survey approach was employed. The
sample included 100 to 150 hotel visitors from luxury, mid-scale,
and budget hotels in Gujarat, who provided their perceptions of
sustainable practices via questionnaire. In addition, secondary
data were obtained from peer-reviewed journals, industry studies,
and governmental reports. According to the results, awareness
about sustainable hotel practices varied between moderate and
high levels, especially for those who belong to the age group from
21 to 40 years. Moreover, 86.46% of individuals in this category
were ready to spend additional money on accommodation with
sustainable practices. Specifically, water saving techniques were
noticed by 71.88%, and efficient energy-saving lighting – by
64.58% of participants. On the contrary, the usage of renewable
energy and local products was not well-recognized. Among other
findings is the significance of digital media as an information source
that affects 55.17% of respondents.
Keywords Consumer, Awareness, Sustainability, Hotel, Gujarat
