<p>There is a growing tendency to judge businesses based on their social and environmental responsibility. Hotels are among businesses that are seeking out legitimacy within their social milieu. Research findings show that an increasing number of tourists are willing to More
<p>There is a growing tendency to judge businesses based on their social and environmental responsibility. Hotels are among businesses that are seeking out legitimacy within their social milieu. Research findings show that an increasing number of tourists are willing to select hotels that act more responsibly towards the environment, the so-called ‘green hotels’. It is expected that Iranian hotels will begin to think about a transition towards green hotels. The main aim of the present study is to provide an in-depth description of hotels’ tendency to become environment-friendly in Hamedan province, western Iran. Our study of greenism follows a phenomenological method with a descriptive-interpretive approach. The population of the study consists of the 17 hotels in Hamedan province. Semi-structured interviews were conducted with the managers of eight of these hotels. The interviews contained five general questions. They were keyed in and coded in MAXQDA 2020 software package for qualitative analysis. Finally, three main categories as well as several secondary categories were identified and a conceptual model was developed. The findings suggest that the phenomenon of greenism in the hotels of Hamedan province is actively practiced in terms of supply and remarkable measures have been taken in this regard. However, there is little demand on the part of clients. The phenomenon of greenism in the hotels of this region essentially revolves around saving and reduction of costs.</p>
Manuscript profile
