Green hotels in Sweden

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The environmental concern starts to be a key challenging issue for organizations nowadays. In fact, we find a growing trend towards “green” consumerism, which in turns affects companies’ strategy. The hospitality industry is not considered as one of the biggest pollution emitters, neither the one consuming the biggest quantity of non-renewable resources, but it is particularly interesting because of its increasing economic importance and the higher environmental concern it is showing. The whole process by which the hotels define policies, strategies as well as develop environmental practices in order to reduce their negative impact on the natural environment is named as Environmental Management. Those hotels that have followed this process and strive to be more environmentally friendly through the efficient use of energy, water and materials while providing quality services are defined as “green hotels”. Thus, in the present study we discover what motivated hotels in Sweden to become green, as well as the steps they followed in turning into green, including the definition of goals, the implementation of practices and the potential barriers that make this process difficult to execute.In a first approach, we found in the literature review some theories related to the factors that influence companies to become green, as well as how to define a green strategy. In a second section, we focused on how the goals must be defined and which indicators can be used to evaluate the environmental performance. Finally, we presented possible barriers, relating this fact to the prioritization of objectives.We led a qualitative approach by running semi-structured and structured interviews to the manager and one employee, respectively, of three different hotels in Abisko and Umeå. The results showed that the main reason why hotels become green is because of the pressure the stakeholders exert on them. The main steps hotels followed to achieve this objective were the establishment of plans and goals, involving the department´s level, its implementation (practices), review, evaluation and improvement of the environmental strategy. But this process is not easy; hotels have to manage...