Beruflich Dokumente
Kultur Dokumente
:
an Taiwan International Hotel Perspective
Allen H. Hu
Institute of Environmental Engineering and Management,
National Taipei University of Technology
1, Sec. 3, Zhongxiao E. Rd. Taipei 10608 Taiwan, R.O.C.
Chia-Hsiang Chen1
Institute of Environmental Engineering and Management,
National Taipei University of Technology
1, Sec. 3, Zhongxiao E. Rd. Taipei 10608 Taiwan, R.O.C.
Tel: (+886)-(2)-2771-2171 ext.4151
Fax: (+886)-(2)-2776-4702
E-mail: t101609002@ntut.org.tw
Te-Hsiu Sun
Department and Graduate Institute of Industrial Engineering and Management,
Chaoyang University of Technology
168, Jifeng E. Rd., Wufeng District, Taichung, 41349 Taiwan, R.O.C.
Corresponding author
Abstract
Green management is the concept of environmental protection and social responsibility which
have being in grated into corporate. While the decision maker evaluate the environmental
protection and social responsibility of corporate, he also has to measure if the corporate can
gain better business performance in order to have sustained business. Although a few
researches attempt to explore the intention of corporate, the empirical study of business
performance of systematized and correlation is still wanted. This study is based on the
qualitative study via literature review to explore the correlation among green management,
environmental performance and business performance and then create questionnaires.
Furthermore, the empirical object of this quantitative study is Taiwan international tourist
hotels and analyses to induce the corporate to move on and target on the sustainable
development according to the empirical result. The result offers interesting implications for
managers, pointing out that a real commitment to green management may result in a positive
influence on environmental Performance and financial performance. This is the basis of
sustainable developmental framework, which can provide the decision maker and managers
with bigger belief and confidence to execute the environmental protection issue and lead to
positive effect on business performance and achieve the goal on sustainable development.
1. Introduction
According to the 2014 WTTC (World Travel & Tourism Council) Economic Impact Report,
in 2013 the Travel & Tourisms total contribution to global GDP grew by 3.0% in 2013, faster
than overall economic growth for the third consecutive year and outperforming other global
sectors such as manufacturing, retail and distribution, public services and financial and
business services. Travel & Tourism represents US$7.0 trillion, the industry supported nearly
266 million jobs (accounting for 9% of the global job market) and 4.7 million new jobs were
created as a result of tourism activity. These statistics show that the tourism industry plays a
pivotal role in global economic development. However, the operation of the tourism industry
creates an enormous amount of greenhouse gas emissions, particularly carbon dioxide.
According to UNWTO-UNEP-WMO(2008), emissions from tourism, including transports,
accommodation and activities (excluding the energy used for constructions and facilities for
example) account for about 5% of global CO2 emissions (Simpson et al., 2008).This
phenomenon is in large part due to extensive reliance on fossil fuels to generate power for
transport and hotel facilities in tourism industry (Gssling and Svensson, 2006Wu and Lee
2010). While the world continues to develop economically; the ecological environment upon
which such development relies is extremely limited. Although most would view the growth of
tourism in a positive attitude, the accompanying negative effects have driven many
researchers to investigate the real impact of tourism, noting such issues as traffic congestion,
over-development of natural resources, and misconduct by tourists. Apart from negatively
affecting the populace, the natural environment and the Cultural Heritage, these side effects of
tourism create many problems with pollution (Holden, 2000 Lim and McAleer, 2002Black,
2004Kasim, 2007Erdogan and Baris, 2007). Many consumers nowadays are choosing
environmentally friendly travel destinations, services and products (Alexander and Kennedy,
2002Choi et al., 2009Lee et al., 2010Teng et al., 2013).
business
ethics
and
social
responsibility, especially
in
environmental
management, should be taken into account by decision makers. In fact, corporate and
communities are paying more attention to the idea of corporate social responsibility (Lamond,
2007, 2008Molina-Azorin et al., 2009Wong et al., 2012Roya et al., 2013Sara et al.,
2013), on green management and regard it as an important part. Molina-Azorin et al. (2009)
reported their findings after reviewing 32 literatures with the topic of green management and
financial performance. Results are mixed, but there is a significant result was obtained which
is a positive impact of environment on financial performance. In addition, the findings
show there are different objects, such as corporate, industries and countries, some studies use
environmental management as a variable and others use environmental performance. The
main analysis is regression analysis. From an empirical point of view, the increasing
researcher of quantitative studies has examined the connection between environmental
proactivity and corporate performance, the results were varied. Some works find a positive
relationship (Judge and Douglas, 1998; King and Lenox, 2002; Melnyk et al., 2003) but
others do not identify a positive impact of environmental proactivity on financial performance
(Cordeiro and Sarkis, 1997; Gilley et al., 2000; Link and Naveh, 2006).
However, the domestic and international studies of green management on the relationship
among environmental stress, green management motivation, environmental management and
performance are in the majority. Few of them concentrated on the system think
study and empirical analysis on green management. Therefore, the purpose of this study is to
examine the definition of green management, environmental performance and business
performance and questionnaire design by literature review and then use the way of
questionnaire on the object, which is Taiwan international tourist hotel, by empirical method
on their overview and achievement of green management as well as reviewing the relationship
of study hypothesis and the usability of questionnaire. The findings show the Cronbachs
reliability is 0.925 after the In-Depth Interview according to questionnaire, and all the
indicators are higher than 0.9. It presents highly conformability and usability of questionnaire
on In-Depth Interview and actual application. The findings from Regression analysis and Path
analysis also show: 1) the positive correlation on green management and environmental
performance; 2) the positive correlation on environmental performance and business
performance; 3) the positive correlation on green management and business performance; 4)
there is highly connection and explanation of green management and business performance
The remainder of this paper is organized as follows. Section 2 presents the framework and
hypotheses. Sections 3 describe the proposed model and study methodology. SPSS analysis is
illustrated in the case of Taiwan International Hotel in Section 4. Section 5 discusses the
proposed framework. Concluding remarks and suggestions for future research are provided in
Section 6.
Peng and Lin (2008) showed that green management practices as producing environmental
friendly products and minimizing the impact through three constructs: green production,
green R&D, and green marketing. Furthermore, Wang et.al.(2013) showed that green supply
chain management (GrSCM) with process of food production to construct green management
indicators for restaurants, the green restaurant management standards comprise three facets:
green foods; green environment and equipment; and green management and social
responsibility. Moreover, Yi-Chun Huang(2001) concluded the green management which is
Corporate go through with clean production (process improvement, waste reducing, energy
conservation and recycling), green marketing (green product development, promotion and
communication), and the aggressive administrative management (ISO14000, responsible care,
environmental protection audit, office environmental protection, and involving community
activities initiatively), manufacturing the environmental friendly products to minimize the
impacts; Corporate adjust their developing direction, reduce their cost and enhance quality in
order to keep their competitive advantage in the market according to the actions of green
management.
According to the literature review, this study defined of the green management included green
production, green marketing and green administration.
It is generally difficult to choose the suitable performance indicators, as well as to define their
suitable number which can describe thoroughly what one wants to know. In EMS, the
classification of indicators recommended by standard ISO 14031 and the examples of
indicators provided should be considered first, even though they are not complete or
the main
indicators
(Venkatraman and Ramanujam, 1986 ; Sang, 2004Sebahattin and Adem, 2012). In general,
existing literature often divides business performance indicators to financial performance such
as the average occupancy rate, lodging index, and market share; and non-financial
performance such as customer retention and reputation (Kirchoff, 1997Hertenstein and Platt,
2000Gupta and Zeitham, 2006Ursula et.al., 2013 Alvarez et al., 2001 Orfila-Sintes and
Mattsson, 2009Agarwal et al., 2003 , Chen et al., 2009Wang et al., 2012Zahra and Bogner,
2000).
According to the literature of business performance, in general there are two methods to
measure performance indicators, which are subjectivity and objectivity, both of them are often
used in marketing. Although the measuring method of subjectivity performance is focus on
the relationship of market orientation and performance, it still gets its advantage. Therefore,
most of studies are measuring the performance by the method of subjectivity (Dawes, 1999
Rodriguez Cano et al., 2004Sebahattin and Adem, 2012). Due to the business performance
are usually confidential and difficult to access, so we took over the advice to measure the
internal business overview of corporate and industrial average level by respondents with the
method of subjectivity (Zahra and Garvis, 2000 Lumpkin and Dess, 2001Ketokivi and
Schroeder, 2004Wiklund and Shepherd, 2003Slater and Olson, 2000Santos and Brito,
2012).
Per the literature review, the business performance of this study is based on the financial
performance and non-financial performance indictor, and used the method of subjectivity
stand on the specialized of international tourist hotel to make a subjectivity measurement by
respondents.
corporate has lasting improvement in environmental performance can increase the satisfaction
degree on interested parties in order to create corporate's competitive advantage and business
performance. Mensah (2004) found that 90% of hotel guests would prefer to stay in a hotel
that has a green management policy. Kim and Han (2010) found that participants were happy
to undergo minor inconveniences in order to support green initiatives. Furthermore, a green
hotel image can result in favorable behavioral intentions by hotel guests, including intention
to revisit ( Lee et al., 2010 and Manaktola and Jauhari, 2007 ). From an empirical point of
view, a growing body of quantitative studies has tested this linkage between environmental
proactivity and business performance, the results are varied too. Some researchers found
positive correlations (King and Lenox, 2002 ; Melnyk et al., 2003 ; Konar and Cohen, 2001 ;
King et al., 2005 ; Jorge et al., 2012 ; Roya et al., 2013).
take resources and management effort away from core areas of the business, resulting in lower
profits. In this case, managers cant make any improvements on environmental and
competitive. Also others do not identify a positive impact of environmental management on
financial performance (Cordeiro and Sarkis, 1997; Gilley et al., 2000 ; Watson et al., 2004 ;
Wagner, 2005 ; Link and Naveh, 2006).
Based on the results of literature review and the core purpose of this study, the discussed
concept on this study is that corporates need to realize the environmental benefits before they
expect to receive the social and market benefits. As a result, we propose that:
H1: There is positive correlation between green management and MPIs of environmental
performance.
H2: There is positive correlation between green management and OPIs of environmental
performance
H3: There is positive correlation between MPIs and OPIs
H4: There is positive correlation between MPIs and business performance.
H5: There is positive correlation between OPIs and business performance
H6: There is positive correlation between green management and business performance
3. Methodology
3.1 Study framework
Green Management
Green production, green marketing, green administration
H1
H6
H2
Management
performance
(MPIs)
H4
H3
Operating
performance
(OPIs)
Environmental
Performance
(EPIs)
H5
Business Performance
deeply about the content of the questionnaire to have good face validity and then released the
pre-test questionnaire. The participants are interns with basic concept of hotel green
management and operation. 60 questionnaires were released, 46 questionnaires were returned
and after eliminating 5 invalid samples, there were 41 valid samples. After the reliability
analysis by SPSS 12.0, the Cronbach's is 0.925 and all indicators are higher than 0.9. It was
a formal questionnaire after modifying some meaning of words. (Table 1)
According to the data from Tourism Bureau, R.O.C. website (http://taiwan.net.tw/), there
are 63 tourist hotels in Taiwan. Based on above, this questionnaire didnt limit to the position
of participants, there are 6 sampling was taken by each hotels via mail and email. 378
questionnaires were released, 112 questionnaires were returned and after eliminating 8 invalid
samples, there were 104 valid samples. The response rate is 27.5%.
Table 1 Study questionnaire items
Variables
constructs
Green
production
Green
management
Management
Environmental
Performance
Items
Performance
(MPIs)
Operating
suppliers
Participating in community environmental activities initiatively
Clear environmental protection policy and executive target
Minimize the environmental fines
Improve employees usual behavior on using resource efficiently
The improvement of community relations
Increase the number of green product design and marketing
Enhance the performance of the water conservation
performance
(OPIs)
Financial
Performance
Business
Performance
Non-financial
performance
3.3 Measures
Some research aware that when surveying on the business performance in general
management field, the researchers often face the problems of hard to coincident performance
comparison criteria, hard to confirm the causal relations between survey subjects and
objective financial performance figures, or unable to obtain actual without window dressing
or surplus manipulation financial data. They advised adopting subjective performance criteria
on measuring indictor and believed that the advantages are more than disadvantages for
subjective performance measurement (Santos and Brito, 2012). Therefore, we adopted
subjective performance measurement by Likert Scale and SPSS 12.0 to analyze the raw data
with the method of descriptive statistics, reliability and validity analysis, correlation analysis,
nested regression model analysis, and path analysis etc. to discuss the relationship between
environmental performance and business performance on green management of international
tourist hotel.
4. Results
4.1 Descriptive statistics
The empirical results show the means of green production, green marketing and
green administration management of green management are 3.01, 2.56 and 2.53 and the
standard deviations are 1.07, 1.01 and 0.97. In all dimensions, the means of green
management is the lowest and the standard deviation is higher. Thats to show there is larger
deviation on the concept of green management of international tourist hotel.
The means of management performance and operation performance are 3.68 and
4.08, and the standard deviations are 0.62 and 0.72. In all dimensions, the means of
environmental performance is the highest and the standard deviation is smaller. Therefore, we
can figure out there is greater coincident in environmental performance issue on
management performance and operation performance of international tourist hotel.
The means of financial performance and non-financial performance are 3.16 and
3.36, and the standard deviations are 0.71 and 0.83. We can know the performance of
business performance issue of international tourist hotel is above average; and the
performance of non-financial performance is better than financial performance. See Table
2.
Table 2 Means and Standard deviation of dimensions
variable
dimension
mean
Standard
deviation
Green management
Green production
3.01
1.07
Green marketing
Green Administration
2.56
2.53
1.01
.97
Management
performance
3.68
.62
.72
Financial performance
Non-financial
3.16
.71
3.36
.83
Environmental
performance
Business performance
performance
performance for green management, adj. R-square are 0.74 and 0.46 which are lower; there is
significant relationship between management performance and operational performance in
environmental performance, the adj. R-square is 0.463 which is medium; and there is
significant relationship between management performance and operational performance for
business performance, the adj. R-square are 0.470 and 0.4309 which are mediumAccording
to the multiple regression analysis, there is significant relationship between management
performance and operational performance of environmental performance for business
performance, the adj. R-square is increase to 0.533. Therefore, there is significant relationship
between non-financial performance and financial performance of business performance, the
adj. R-square is 0.309. See table 2.
Adj.
R-square
Beta
= 0.05
Green management
.074
.288
.003
Operational
performance
Green management
.046
.235
.016
Operational
performance
Management
performance
.463
.684
.000
Business performance
Management
performance
.470
.690
.000
Business performance
Operational
.430
.660
.000
Dependent variable
Management
performance
performance
Business performance
Financial performance
Management
performance
Operational
performance
Non-financial
performance
.533
.309
.477
.352
.562
.000
.000
According to the path analysis framework, figure 2, of this study, we can detect that before
put into the independent variable of environmental performance by the objects, there is
positive correlation between green management and business performance, the Beta is 0.288
and Adj. R-square is 0.539. When the mediator environmental performance has been put,
Beta is increased sharply to 0.741 and Adj. R-square is also up to 0.5549. The mediating
effect is very significant of environmental performance in this study, thats to say this
systematic framework can be a core concept and benefit to establish persistent and sustainable
development.
Environmental performance
.288**
R=0.074
Management performance
.690**
R=0.470
.684**
R=0.463
Green management
.235*
R=0.046
Business performance
Operational performance
.288**
R=0.539
.660**
R=0.430
21
positively and also explore new business opportunities. It is the basic principle and
core value of business for an international class enterprise to carry out the sustainable
development and social responsibility (Becker-Olsen et al., 2006).
22
Third, the enormous greenhouse gas emission from tourism, the reason is large fossil
fuels are used in their operation (Gssling and Svensson, 2006). Researchers begin to
investigate the situation of carbon emission from different star-rated hotels and
initially discovered the higher carbon emissions are from higher star-rated hotels (Yi
Liqin, 2010). While the world continues to develop economically; the ecological
environment upon which such development relies is extremely limited.
In this case,
the five-star hotel is our priority as the empirical objects and hope the result of this
study would benefit to the international tourist hotel to pay more attention on their
behavior in green management and then upgrade the environmental and business
performance. The result of this study detected that the concept and activities of green
management of international tourist hotels in Taiwan are most focus on the basic
minimizing waste, set up sewage treatment systems and record and track energy
monitor systems; and absence from the issues of green hotel idea, green product,
community environmental protection activity and environmental protection policy. On
the other hand, the result shows there is significant relationship among green
management, environmental performance and business performance, the correlation
and adj. R-square are also pretty high which can definitely convey the importance of
green management activity and environmental performance. Meanwhile, it can also
explain the green marketing and environmental performance are not just a native
23
Fourth, this study creates a brand new study framework based on literature review and
verify by quantitative study. In addition, the paper offers interesting results for
managers, pointing out that a real commitment to green management may result in a
positive influence of financial performance. For future study, the In-Depth Interview
can be made after empirical analysis in order to explore the key factor of
environmental performance and practical overview and implicit demand for current
green management in industry to develop a valuable study direction with the method
of structural equation model for explaining the causation of study hypothesis by
confirmatory factor analysis and path analysis.
24
However, under the concept of systemic thinking, we found another interesting topic
during the ongoing investigate the cause-and-effect relationship of sustainable
development: What affect the force of green management? What are our reaction and
strategy when run into the unavoidable sustainable development issue? It is a worth
issue to keep investigate in the future for different management model and business
performance in different reaction and strategy.
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