Hotel Sustainability Campaign for Guests.
[Background]
Environmental issues and green initiatives are very important to hotel operations. Accommodation providers can reduce the burden of their operations on the environment in several ways. Hotels can take supply-sided measures, such as equipping the hotel building with features that minimize the use of resources; or working with employees. They can also take demand-side measures, such as trying to convince hotel guests upon arrival to behave in an environmentally friendly manner. However, there are many challenges in engaging hotel guests in sustainability and eco-friendly initiatives. For example, many guests who behave in an environmentally-friendly way at home do not demonstrate similar behaviour towards sustainability when on vacation (Juvan & Dolnicar, 2014). Second, many hotels manage poorly in delivering an understandable and clear message to their guests about their sustainability initiatives.
[Task]
You are required to study hotel sustainability. Design a campaign poster to motivate hotel guests to be less wasteful of food or to reduce energy consumption, i.e., air conditioning, lighting, (hot) water etc. This can be what they use in room or what the hotel uses in servicing their rooms, i.e., washing linen, water/detergent, amenities, etc. In addition, you may consider awareness of how guests contribute to waste and ways to ensure waste is recycled and diverted from landfill, i.e., single-use plastic items.
Provide a 2-page summary for the hotel management team to:
- Describe the hotel indicating its location, size, source market, and other features that are relevant to sustainability (e.g., hotel vision, past contribution in promoting sustainability);
- Explain why the hotel sustainability initiative is important for the selected hotel;
- Justify your poster design (use an evidence-based approach considering theories in consumer behaviours, environmental psychology, peer pressure and communication);
Briefly discuss how to deliver your campaign poster to the hotel guests (e.g., where, when, what type of guests, and how).
Follow the steps to develop a poster for hotel guests:
- Select one hotel
- Promote one hotel sustainability initiative (note: choose one environmental initiative only, e.g., reduce food waste, water consumption, or plastic items);
- Illustrate what actions you encourage guests to undertake to achieve the sustainability initiative.
- You can use Microsoft PowerPoint, Adobe InDesign/Illustrator or other poster design software to make your poster. Save as a PDF/JPG file and submit the electronic version to blackboard.
Briefly discuss how to deliver your campaign poster to the hotel guests (e.g., where, when, what type of guests, and how).
