ECO-FRIENDLY HOTELS IN COLLABORATION WITH AFRICAN SAFARI TOURS

BA Hotel and Hospitality Management CourseBS 3149 – Research Methods in a Hospitality Context

Module coordinator:

Submission date:Abstract

This research paper seeks to evaluate the nature of relationship between hotels and African tour operators undertaking eco-friendly activities. The area of concentration chosen for this research is Kenya in East Africa. It is through this research, that fundamental related to the current context of how hotels and African safari tours are working to ensure they both remain profitable. For example, the contribution of tourism to Kenyan GDP is at 448.4bn Kenyan shillings, that is 12.5% to GDP contribution (Blamey 2001). Care for environment is also an important aspect covered in this task. It is evident that the wildlife population in Kenyan game parks is declining each day part of the reasons identified contributing to this decline is encroachment of wildlife habitation and increased human activity. The later is contributed by increased frequency of tourists as stakeholders in the tourisms sector seek to make more profits. In order to understand this topic in detail this research project has identified hotels in the Rift valley as well as Kenyan coat line. The hotels under investigation are deemed to be eco-friendly hotels and how the liaise with the African safari tour operators to ensure they provide the best eco-friendly services. Research methodology after reviewing the literature available will be conducted in the selected regions. Using random sampling technique the researcher will administer questionaries’ to selected population. Finally, having understood the problems facing eco-friendly tourism in Kenya this paper identifies several recommendations and how they can be implemented to solve impending challenges.

Table of Contents

TOC o “1-3” h z u HYPERLINK l “_Toc372863277″ECO-FRIENDLY HOTELS IN COLLABORATION WITH AFRICAN SAFARI TOURS PAGEREF _Toc372863277 h 1

HYPERLINK l “_Toc372863278″BA Hotel and Hospitality Management Course PAGEREF _Toc372863278 h 1

HYPERLINK l “_Toc372863279″BS 3149 – Research Methods in a Hospitality Context PAGEREF _Toc372863279 h 1

HYPERLINK l “_Toc372863280″Module coordinator: PAGEREF _Toc372863280 h 1

HYPERLINK l “_Toc372863281″Submission date: PAGEREF _Toc372863281 h 1

HYPERLINK l “_Toc372863282″1.0 Introduction PAGEREF _Toc372863282 h 4

HYPERLINK l “_Toc372863283″1.1 Research questions PAGEREF _Toc372863283 h 4

HYPERLINK l “_Toc372863284″1.2 Aim of research project PAGEREF _Toc372863284 h 5

HYPERLINK l “_Toc372863285″1.3 Research Objectives PAGEREF _Toc372863285 h 5

HYPERLINK l “_Toc372863286″1.4 Historical background into study PAGEREF _Toc372863286 h 5

HYPERLINK l “_Toc372863287″1.5 Rational of study PAGEREF _Toc372863287 h 6

HYPERLINK l “_Toc372863288″2.0 Literature Review PAGEREF _Toc372863288 h 7

HYPERLINK l “_Toc372863289″3.0Research Methodology PAGEREF _Toc372863289 h 12

HYPERLINK l “_Toc372863290″4.0 Findings and Discussions PAGEREF _Toc372863290 h 14

HYPERLINK l “_Toc372863291″4.1 historical sustainable practices in Kenyan hotels and tour operators PAGEREF _Toc372863291 h 14

HYPERLINK l “_Toc372863292″4.2 Investigation of growth and issues in tourism industry in Kenya PAGEREF _Toc372863292 h 15

HYPERLINK l “_Toc372863293″4.3 The benefits of sustainability practices among tour operators and hotels for the businesses and social life in Kenya PAGEREF _Toc372863293 h 16

HYPERLINK l “_Toc372863294″5.0 Recommendations PAGEREF _Toc372863294 h 18

HYPERLINK l “_Toc372863295″6.0 Conclusion PAGEREF _Toc372863295 h 19

HYPERLINK l “_Toc372863296″7.0 References PAGEREF _Toc372863296 h 20

HYPERLINK l “_Toc372863297″7.0 Appendices PAGEREF _Toc372863297 h 23

1.0 IntroductionThe task under this research project seeks to discuss the eco-friendly hotels in collaboration with African safari tours. The study will focus on a single location that is the situation of the discussion topic within the Kenyan context. Like in any other business sector of an economy tourism is no different and is focused on creating wealth for its country. Wildlife based tourism and safari tourism currently accounts for almost 70% of income realized in Kenyan tourism activities (Blamey 2001 14). Therefore, it is important for conservation of these wildlife resources. In this connection, the role of hotels and safari tour operators is fundamental in ensuring there are measures to ensure there is curbing further decline in the wildlife population. There is a need to know areas of potential expansion and make sure there is a sustainable wildlife resource. In the end this will ensure that the hotels keep reaping more profits but as well ensure the environment is protected for wildlife sustainability (Brandon, 2006 12).

Tourism sustainability refers practices undertaken by different stakeholders such as travellers, cultural heritage, promotes and respects local people and protects the environment. Some of the practices seen to improve sustainability includes controlling the number of visitors touring a site or hotel. In addition, promoting tourism to areas that have been previously been protected by government.

1.1 Research questionsThis research investigation will be guided by seeking answers to the following questions.

What are the ways of maintaining a steady population of wildlife in game park hotels?

What are the strategies that the African Safari Tours can employ to reduce environmental degradation?

What are the benefits that minimal environmental degradation grants tourism in terms of hotels and African Safari Tours?

1.2 Aim of research projectThe aim of the research is to evaluate the contribution of eco-friendly practices in Kenyan tourism industry while investigating the hotels and tourists.

1.3 Research ObjectivesThis research study seeks:

To review the history of sustainable practices among tour operators and hotels in Kenya

To investigate the growth and issues of safari tourism in Kenya

To find out the benefits of sustainability practices among tour operators and hotels for the businesses and social life in Kenya

These objectives would help promote sustainable lifestyles whereby environments remain preserved as hotels receive profits. This transpires through inspiring the development of sustainable and quality tourism that is culturally and socially acceptable, ecologically friendly, environmentally sustainable and economically viable.

1.4 Historical background into studyThis study finds that there are a number of reasons have contributed to this decline of wildlife population in Kenya. For example, lack of sustainable development, land degradation, change in climate, use of unsustainable land practices and increased human population pressure. The area of interest under this study is the Kenyan Rift valley and Kenyan coast regions focusing on the hotels and national parks in these localities. Therefore towards the end of this research it will be important after studying the situation of wildlife in Kenyan context, conduct a survey into understanding the area of focus in depth. More so, discuss the results gained from the research study after which the study will establish the recommendations to ensure sustainable practices to improve wildlife population protect environment and ensure hotels remain profitable.

The project will follow have 4 sections that will entail the following sections. Firstly, literatures review section that will revisit prior scholarly studies in the same field and provide an understanding the concepts to be used in this investigation. The next section will be a methodology that will outline the various research methods to be used name qualitative and quantitative approaches to collect data. Results and findings discussion section comes next and it is here the investigation report will be discussed leading to the last section on recommendations and conclusion based on the results of the project.

1.5 Rational of studyThe limitations of these studies provide a foundation for conducting an investigation towards collaborating eco-friendly hotels and African Safari tours. To begin with, this study focuses on a single region, East Africa, as a means of investigating real impacts of creating sustainable tourism industry. The previous studies did not indicate the real-time impacts of eco-friendly activities in a single region. In addition, the studies on hotels did not cater for the ambiguity of different types of hotels. It is crucial to highlight that there are luxury, mid-scale and economy class hotels (Buckley 2001,19). The collaboration of a travel company and Eco-friendly hotels is a new concept that deserves critical attention. This is because these entities share a responsibility on ecological issues from different fronts.

2.0 Literature ReviewEcology is among the most vital concerns in the modern century. Numerous companies and organizations are facing the pressure to engage in social ventures (Corporate Social Responsibility). This entails engaging in activities that are beyond mere profit making. This pressure is also felt in the tourism industry. The tourism industry garners a significant amount of revenues and involves various players. While focusing on Africa, it is essential to note that various tourism activities affect the natural ecological state. Ecology, therefore, is a wide term that involves the association of wild animals, plants, the climate, and human activities (Wenhong 2010, 200).

The African Safari Tours is an entity that helps tourists access various scenic and interesting sites in East Africa such as the Indian Ocean, mountains, game parks, and cross-country trips. It is essential to highlight that the concept of hotels is inevitable in such situations. Tourists normally require comfortable and safe places to stay while enjoying their tour or vacation in foreign countries. This, therefore, has encouraged the construction of luxury hotels that cater for the increased demand caused by the visitors. The Hotel industry eventually benefits from tourism activities within a country. In addition, hotels feel the pressure of upgrading their services as well as infrastructure since they reflect the host country’s reputation on an international platform.

Eco-tourism is a concept of sustainability concerned with the survival of future populations. Consumers and service providers, therefore, execute their activities based on the assumption that the future population will experience the same pleasures felt by the current generation. The environmental awareness and concerns hugely influence consumer behaviour patterns toward green businesses (Darnall 2008, 459). Many customers are professing their preference towards environmentally sensitive products. For instance, their willingness to pay for green products has improved. In turn, the production and operation procedures in companies have changed tremendously.

The hotel industry has particularly manifested changes in their operations as they respond to shifts in consumer behaviour. Numerous hotels are integrating environment conservation strategies in their products and services as a way of enhancing their competitive edge (Wenhong 2010, 214). It is essential to note that these hotels do not only satisfy customer needs, but they also lower the cost of operating such businesses. This is in line with the significant reduction in energy consumption that influences low water use and reduced solid waste. Hotels’ marketers are keen on green products because such changes attract more customers and elevate the company’s image (Darnall 2008, 447). Eco-friendly hotels strive after gaining an excellent reputation in the highly competitive hotel industry..

An investigation of the customers’ decision-making process in relation to green hotels revealed interesting details. It is notable that a customers’ decision-making process is difficult to investigate because it is a typical human behavior (Han and Kim 2010, 659). Notable marketing researches confirm that customers’ purchasing decisions are vital before and after the purchases since they influence the long-term success of an organization. An understanding of the related decision-making process is instrumental in establishing effective service and marketing strategies. It is essential to highlight that the decision-making process is complex and intricate. All the same, its understanding is vital for assessing the purchasing decisions of customers. The study employed the theory of planned behaviour in understanding this phenomenon.

The study found out that satisfaction, service quality and the overall image share a positive relationship with revisit intention. In essence, the study was suggesting that hotel businesses pursue the adorable attributes and services that endear customers to their nature of operations. These excellent attributes are instrumental in influencing favourable attitudes and inducing positive evaluations that attract additional customers. These elements strongly influence a customer’s intention to repurchase a service or a product. The study also found out that the frequency of a customer’s past behaviour considerably determines the intention to revisit a hotel. As the number of prior visits increases, a customer’s intention to visit a hotel becomes more likely.

An investigation studied the customers’ readiness to go green. The study examined the eco-friendly intentions, attitudes, and demographics. The research investigated whether eco-friendly attitudes influence elements such as willingness to pay, marketing a hotel by the word-of-mouth and the probability of visiting a green hotel. The study also investigated how the attitudes differ across age, household income, education and gender. The research noted the essence of the travel industry in the tourism business. The travel companies usually enhance their competitiveness through reliance on the natural attractions and destination environment. It is crucial to highlight that the travel companies have a negative effect on the environment through emissions and erosion of natural structures. As global warming becomes a major concern among individuals, the travellers are highly likely to make eco-friendly decisions in choosing hotels (Holloway 2002). When businesses understand the customers’ attitudes towards eco-friendly products, they articulate their activities towards such elements. The study found out that a hotel’s level of responsibility is a major incentive for customers to purchase given products.

It was notable that the most effective way of influencing this attitude regards offering services that highly please current customers. Satisfied customers employ the word-of-mouth to reinstate the perceived level of responsibility in a business. Green hotels, therefore, should offer practical solutions towards sensitizing their customers on the essentials of conserving the environment. For instance, eco-friendly hotels should organize exhibitions and seminars that help sensitize the public on the importance of having sustainable practices (Han, Hsu, Lee and Sheu 2011, 353). This form of active education ensures awareness among tourists and other industry stakeholders. Besides, the hotel businesses could engage in green practices such as recycling and reduction of emissions. These activities should embed in the brand and regular operations of the hotels.

The study uncovered gender differences in making purchasing decisions. It was notable that the female customers professed enhanced willingness to purchase eco-friendly products than male clients. The female customers also manifest increased willingness to employ the word-of-mouth in enhancing the reputation of a hotel company. Since the female customers manifest a stronger performance towards communication, hotels can retain the customer base by providing a learning experience (Blamey 2001).

A different research reaffirmed this position by noting that customers with positive attitudes and favourable impressions of green hotels are more willing to stay and pay more for the offered services. Marketers, therefore, should respond to such a scenario by providing incentives for customers’ influence on their sustainability programs. The hotel should also promote the image that positively influences individuals’ perceptions of their services. In addition, the research uncovered that older individuals had an increased zest to pay for environmentally friendly products (Han, Hsu and Lee 2009, 526).

Another study investigated the reasons that tourists have for visiting eco-friendly destinations. This is essential in portraying the complex set of issues that would inspire anyone to choose it (Environment.ucla.edu 2013). It investigates whether there are real incentives that would encourage a customer towards a certain tourism service. It explored different nationalities towards investigating the impact of culture in perceiving eco-friendly services. It was discernible that nature is a primary motivation for individuals when seeking new destinations, therefore, becomes an indirect incentive towards the preferred services or locations. It is essential in aspects such as romance, which is a cultural element that influences certain attitudes among individuals of different nationalities (Prebensen and Lee 2013, 111).

3.0Research MethodologyIt is fundamental to highlight that this research shall have a descriptive orientation. A descriptive research is essential for describing the state of eco-tourism as the concept thrives in the real world (Brandon 2006, 26). It, therefore, will combine elements of both qualitative and quantitative research. Qualitative data concerns with evaluating human responses to eco-tourism (Mugenda, 2003, 12). Quantitative research shall regard definite measurements in terms of tourist numbers and empirical relationships different kinds of information such as price paid for eco-friendly hotels or frequency to these parks. This data will be obtained from conducting random surveys on selected regions (Kothari 2004, 35). Human behaviour is a complex phenomenon for studies. In the context of eco-tourism, hotels can only flourish when individuals accept their services (Han, Hsu, Lee and Sheu 2011, 279).. This data, however, should be from real-time statistics about how individuals respond to given incentives to ensure they promote environment protection.

Primary research will form a major component of this research. A data collection method will entail collecting information from individuals and events. It is vital in this case because there should be practical results that address a business situation. The collaboration is a new idea that can only rely on contemporary data (Brandon 2006, 57). It is crucial to highlight that descriptive research involves portraying situations, as they exist.

Survey research would be instrumental in assessing feelings, thoughts, and opinions. Opinions and thoughts are usually subjective elements that vary depending on an individual (Wenhong 2010, 213). These subjective elements, however, are instrumental in marketing and general business activities because the researchers can use them to determine the suitability of a business initiative. Eco-tourism is a subject that should attract all the players for its profitability and success (Wenhong 2010, 213).

The survey will primarily entail a set of questions that the researcher forwards to the chosen respondents through the e-mail. In the survey technique, the population should be represented by a sample, to ensure that the research is less costly with regard to time and money. The survey will entail the use of questionnaires for sourcing responses, whereby, they will target a sample of the population of tourists and hotel staff (David et al 2006, 87). The questionnaires are instrumental because they allow respondents to accord feedback without facing the pressure of interviewers (Wenhong 2010).

The questionnaires will have a few questions that enable the interviewees to accord distinct answers in every section. These questionnaires will also be transmitted through the mail for feedback. The researcher, however, has to communicate with the hotels and respondents through the Internet because of their distant locations (Gössling 2006). They need to have prior information and offer informed response to the subject of research. The use of questionnaires will enable the researcher to illustrate the practices that are sustainable in the safari tourism in Kenya. In this connection, the random sampling technique will allow the tourists to respond to various issues regarding their selection of Kenya as a desired tourism destination (Ndurya & Marete 2010, 18). In addition, how they rank the services offered by the stakeholders more so, with respect to environment protection.

4.0 Findings and DiscussionsIn a total of 40 questionnaires prepared for this task the researcher managed to get 30 responses this represents a 75 per cent in the response rate. The questions were administered to visitors in hotels in the Rift Valley and Kenyan Coastal line region. The results through a demographic analysis illustrate that there was 11 male (37 per cent) and the female were 19 in numbers representing 63 per cent as in figure 1. Indicating that a huge number of the tourists to the eco-friendly hotels in Kenya. In terms of age analysis the biggest number is within the age bracket 30 to 39 both males and females with a score of 12 people in this bracket illustrated in figure 2.

The following results gained from using the identified research questions have been blended with ability to answer issues raised in the objectives of this study. The findings have been divided into three sections according to the nature of questions administered in this research.

4.1 historical sustainable practices in Kenyan hotels and tour operatorsIn this objective it was evident that the location of Kenya played out to be an important historical factor in influencing the number of tourist arrival into the country. In this connection, among the responses the researcher was able to get a total of 11 tourists regarded the Kenyan locality in the east African region as being favourable and a major tourist attraction factor as depicted in figure 3. This is equivalent to 37 per cent of the total key motivators. Coming in second is the value gained from touring Kenya and this is in connection to the different tourist’s attraction sites that are available for the tourists to enjoy. The value motivation factor has a score of 7 tourists and this is representative of 24 per cent. The other scores by order of scores are cleanliness, rooms and services. For purposes of this research it is important to look at the historical significance of Kenya towards sustainable ecotourism because the two main motivators have recorded a 61 per cent gaining the majority scores. In this connection, the geographical location of Kenya gives the country an important advantage over access to attraction features such as Indian Ocean, mountains, game parks, and cross-country trips (Liu 2003). The issue with this advantages is the fact that maintenance of the environment for instance to ensure there is sustainable tourism remains an obstacle (Manning et al 2002). In this connection, of the 30 respondents interviewed in this research 16 tourists felt that the tourism industry has not exhausted available initiatives that would see the sector enjoy high sustainable development as in figure 7. This is because the country of recent times has experienced decline in wildlife population (Magical Kenya 2010). The 16 tourist’s response to this issue on Kenyan tourism efforts to sustainable eco-tourism is representative of 53 per cent.

4.2 Investigation of growth and issues in tourism industry in KenyaIn order to investigate this objective it was important to understand the issues or trends in Kenyan tourism industry and the visitor’s perception about these aspects. The tourists ranked the scenery of the big five are the reason many of the respondents fly into Kenya and enjoy the view of the animals. In fact, 13 respondents gave this as their main reason for coming to Kenya which is about 43 per cent of the total respondents as in figure 4 below. A decline in the population of wildlife that includes the big five would be a major blow to the Kenyan tourism industry. Over the last two years Kenya has experienced high incidences of poaching activities with over 1300 elephants being killed in a period of 2 years between 2012 and 2013 (Robb 2008). This is affecting the growth and expansion of the industry as the tourists by the time the get into the national parks the number of big five available for seeing is declining each year. In addition to, other environmental issues such as the hotels initiatives to provide eco-friendly services captured the interest of this research. For example the tourists responded that existing features in the hotels were a major reason they visited the selected regions (Putzker 2013). In this criteria use of environment friendly towels and sheets reuse programme recorded the highest score with a total of 11 scores representative 37 per cent as depicted in figure 5 below. This is followed on closely by the ability of the hotels to raise awareness on allergy through handling of furniture in the structures around the hotels with a score of 6 respondents agreeing on these initiatives. The ability to conserve water and energy were other issues identified to be of importance to the tourists. This is not only beneficial towards environment protection but also help the hotel owners save on costs from the water and energy expenses. The amount of money saved through such initiatives goes into funding other responsibilities such as corporate social responsibilities (Ndurya & Marete 2010). Carrying out service provision to the communities around the hotels is an important effort in ensuring there is growth of tourism with the local communities around the other stakeholders (Eco Tourism Kenya 2013). The respondents also expressed that in the 5 years they would want to see use of more local products in the tourism industry. A total of 12 respondents which is 40 per cent in the total population who undertake this survey expressed this need for local products. This can be in the use of green roofs and renewable energy. The country has depended on increased importation of goods from China that has seen increased use of foreign products in the industry (Holloway 2002). For example, most of low flow shower systems and fluorescent light accessories are imported from China but assembled in the country. 14 respondents were dissatisfied with the reuse of linen as they felt not comfortable because of hygiene as shown below in figure 10. This is more of a perception issue and has no any significant impact on affecting tourist visiting the eco-friendly hotels (Manning et al 2002). It serves the purpose of highlighting the need for handling the reuse measures with utmost care and to highest hygiene standards. Other issues of concerns were that the use of low flow shower systems came in second followed by use of local products. Fluorescent lights and the least score where the tourists felt dissatisfied were within use of green roofs.

4.3 The benefits of sustainability practices among tour operators and hotels for the businesses and social life in KenyaTourists visiting the country are an important source of revenue towards contributing to GDP growth of Kenyan economy. To investigate this matter the researcher needed to understand if the amount of costs incurred by the tourists was a representative of the services rendered in the hotels. As illustrated in figure 8 below, 19 respondents felt that the services rendered did match the costs they incur this is 63 per cent of the total population. To this end, the main argument is that the Kenyan economy has experienced lots of setbacks that in many cases there have been a decline in the GDP growth (Eco Tourism Kenya 2012). Despite these challenges the tourism stakeholders have been able to integrate the best practices to foster eco-friendly environments. This is the reason for instance, there are installations of green roofs and initiatives to save on energy and water to make life of tourists enjoyable and same time help the hotel owners reduce operating costs (Pricewaterhouse Coopers 2007). The tourists rated the services as being good at 14 scores which are 46 per cent while those who felt the services as being above good were 9 in number which is 30 per cent (figure 9). Combining these two reactions on rate of services gives a total of 76 per cent level of rating. This indicates that if the tourists had an opportunity of coming back to Kenya they would take up the chance and visit other tourist’s attraction sites. This means that Kenya has the benefit of experiencing economic growth despite the available challenges that would be deemed as deterrence towards the industry growth (Prebensen & Lee 2013). This is realized through come back tourists an example of the benefits of fostering sustainable eco-tourism initiatives. The comeback visitors are illustrated through surveying the number of tourists who have been in Kenya at least 5 years ago which has the highest score of 16 (figure 11). This is representative of 54 per cent and qualifies to be the majority number of year on average that visitors wait before going back into the country. The visitors who responded to this survey felt that there was need for increased awareness about eco-tourism. Using the sample population used in this survey a total of 20 tourists which is 67 per cent felt that more needed to be done to have increased awareness (figure 12).

5.0 RecommendationsHaving studied the historical, growth and issues facing the tourism industry in Kenya with relation towards promoting eco-tourism this study has identified several recommendations.

Firstly, there is need for protection of the wildlife more so the big five animals that are being faced by eminent problem of extinction (Robb 2008). This can be done by the government introducing harsh penalties on poachers for example, legislate on heavy fines that is beyond amount collected through poaching illegal economic activities.

Secondly, this research paper recommends the need for exploiting local products to promote eco-tourism practices. For example, invest on exploring the various ways of supplementing green roofs that are imported from China with materials extracted from the country (Ryan 2005). Eco-tourism is not about visitors, parks and hotels but should lead towards community development. In this connection, by exploiting locally available products will lead to setting up industries to produce the local products to use in tourism industry thereby employing the local men and women.

Thirdly, this research notes a need for increased awareness on the benefits of eco-tourism practices to the environment and community. This can be achieved through full participation of all stakeholders that is the local residents, hotel and safari tour operator owners as well as the government of Kenya (Wenhong 2010). This will lead to growth of the industry with incorporation of all other stakeholders in an economy.

6.0 ConclusionIn this research it is evident that a lot is to be gained from the tourism industry in Kenya. One way is through increasing the number of tourists flocking into the country on annual basis. This can be achieved if there is effective marketing on what the industry offers to the foreign visitors. Kenya offers a