Barbados Casuarina Beach Resort - A Model For The Use of Cleaner Technologies in The Hotel Sector?
Barbados Casuarina Beach Resort - A Model For The Use of Cleaner Technologies in The Hotel Sector?
Barbados Casuarina Beach Resort - A Model For The Use of Cleaner Technologies in The Hotel Sector?
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Barbados Casuarina Beach Resort - A model for the use of cleaner technologies
in the hotel sector?
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Cristina Jönsson
University of the West Indies at Cave Hill, Barbados
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Abstract
This paper undertakes the case study methodology to explore and understand how
Casuarina Beach Resort in Barbados has incorporated the use of cleaner technologies in
an environmental management system and made it a successful part of their operations.
The case study analysis indicates the need for other accommodation businesses to use
Casuarina as a benchmark and facilitate the widest use of cleaner technologies in their
business operations, which can ultimately play a vast and optimistic role in enhancing the
sustainability of the tourism industry by generating positive environmental and
economical impacts for Barbados as a destination. Considering that Barbados is a country
heavily dependent on tourism for its economic development, the evidence thus suggest
that, cleaner technologies in an environmental management system is being used to
enhance and sustain Casuarinas’ hotel operations, in terms of the recognition of cost
savings and the marketing benefits, should be of primary interest to other hospitality
accommodation businesses and to a larger extent, other tourism industry players and
policymakers, which can move the move towards its aim at achieving sustainable
development.
1. Introduction
The tourism industry has often been used as a vehicle for regional development as a
result of the industry requiring the development of physical, economic, and socio-cultural
infrastructure. It is one of the largest industries in the world and also one of the fastest
growing economic sectors. For the development and existence of tourist destinations and
attractions tourism relies on various cultural, historical, human and natural resources. As
a result of the rapid expansion of the tourism industry, traditional and emerging tourism
destinations are facing increasing pressure on their cultural, socio-economic and natural
environments. Due to the industry’s negative impacts on the environment it has realised
the importance and its ability to enhance the environment and protect the resources it
depends on. In developing countries, tourism has proven to be a more sustainable
development option than intensive agriculture, extractive mining, forestry or any other
activity. Consequently the industry has stepped up its efforts to more sustainable
practices.
_____________________________
¹ Department of Management Studies, University of the West Indies – Cave Hill, Barbados, West Indies. E-
mail: [email protected]
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As a result of the globally increasing environmental degradation, the need for
more effective measures of environmental protection in all branches of tourism has been
publicly presented. Even though the tourism industry has, for many years, claimed to be
a “smokeless industry”, it has only recently become aware of the substantially negative
impacts that the industry has on the environment. Hotels interact with the environment at
every stage of their life cycle and this influence is often negative (Holden, 2000). They
are often developed in pristine and fragile ecosystems and often little or no consideration
is taken for the natural or cultural surroundings.
Throughout the years a number of documents such as “Agenda 21 for The Travel
and Tourism Industry: Towards Eco-friendly Sustainable Development” launched in
1996, and the 1995 “Lanzarote Charter for Sustainable Tourism” were published, mainly
aiming to incorporate environmental and socio-cultural responsibilities into tourism
business practices. These documents as such will not make any changes towards the
development of more sustainable practices. Competent professionals will need to perform
the necessary changes.
A limited amount of research has been undertaken on the level of environmental
awareness in the tourism industry and due to this it has been argued that a significant
amount of education and training is needed to empower all stakeholders with the
knowledge required (Bohdanowicz & Martinac, 2003).
The Casuarina Beach Resort (from now on referred to as Casuarina) was targeted
in this study first because of its successful environmental management practices.
Secondly as a result of its world presence Casuarina has the potential of influencing
behaviour and practice in the tourism sector. This paper provides an overview of the
environmental pro-activeness and work that has been carried out within Casuarina over
the past twenty four years making it a very successful and recognised green hotel. The
study evaluates how environmental responsibility can become a top corporate priority
and lead to significantly decreased environmental impacts, outstanding economic
performance and a considerably upgraded environmental image.
An analysis of Casuarina’s comprehensive environmental management practice
has been undertaken for the purpose of this study. The analysis was performed through
the use of in-depth semi-structured interviews conducted among managers and staff at the
Casuarina. Major findings are used as the basis of the discussion on Casuarina being
used as a model for other hotel accommodation businesses to adopt and use as a
benchmark. Relevant recommendations and conclusions have been made in relation to
other accommodation businesses, suppliers, government and other industry businesses all
in light of sustainable tourism practices.
2. Literature
In other words the need for environmental sustainability should lead to innovations in the
industry to enable it to be profitable while not destroying the environmental base needed
for survival.
In some Caribbean countries where tourism is an important economic activity,
people understand that for the long-term survival of the tourism industry maximum linear
growth in terms of rooms and attractions without any consideration of environmental
impacts will not hold (Williams, 1992). This is a reflection of the dialectic tension
between preserving the assets that make for a quality tourism product over the long term
and uncontrolled expansion which maximises short-terms returns, with the result of a
deteriorated product and declining returns in the medium to long term. Blommestein
(1995) concludes that global competition will force the region to become more
environmentally conscious or find itself marginalised in the global tourism market
(Henderson, 2000). Some already refer to the region as a “tired destination” (Percival
2002, p.73). One of the consequences of modern economic activities, and improved
standards of living is the generation of increasing quantities of waste from household,
tourism, industrial, agricultural and other activities. Waste generation patterns are linked
to standards of living and production systems. Management of waste reflects concerns
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about the ecosystem and ranges along a continuum from unconcern, to proactive
measures to reduce/eliminate waste. It is now understood that the environmentally sound
management of the disposal of wastes is an important generator of demand for the
adoption of cleaner technology. This is especially so for the tourism industry where
perceptions of visitors play a major role in the marketing of tourist destinations. This
argument echoes the earlier conclusions of the Tourism Stream Action Committee of the
Globe ’90 conference on sustainable development held in Vancouver, Canada, where the
management of solid waste was included as one of the action areas for ensuring that
tourism contributes to a sustainable development process (GLOBE ´90, 1990). A
strategically planned tourism sector will not only be environmentally sound, but also
possess a competitive advantage in the marketplace, as increasingly tourists are becoming
more discriminating in their choices (Poon, 1993; Swarbrooke & Horner, 1999). In an
increasingly competitive tourism world the most successful tourist destinations will be
those where tourism development is planned from the standpoints of both achieving high
tourist satisfaction levels and bringing substantial benefits, with minimal disruptions, to
the local economy, environment, and society (Inskeep, 1991). Coccosis (1996) supports
this point and argues that the overall quality of environmental assets and resources at
tourist destinations has become key determinants of holiday choices. In the Caribbean the
Green Globe program is used as the regional approach to environmentally sound policies
with regard to development of the tourism sector.
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for more environmentally friendly tourism products (Mastny, 2001). A 1997 study by the
Travel Industry Association of American reports that some eighty three percent of the
public supported green travel services, and that people were willing to spend six percent
more on average for travel services and products provided by environmentally
responsible companies. In a similar survey in the United Kingdom, more than half the
interviewers said that when planning vacations, or business trips, they would find it
important to deal with a company that takes s environmental issues into account (Mastny,
2001).
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footprint on the earth’s ecosystem. In this view the use of cleaner technology is one of the
criteria for a sustainable economy. This is so given that it is accepted that there are limits
to the capacity of the earth to act as a sink for the output from human activity (Clayton et.
al. 1999)
Addirionally, by reducing or eliminating waste streams, another powerful effect
of utilizing cleaner technology is that it reduces costs. An example of this is the use of
solar power for heating water. After the initial investment for the components of the solar
water heating system heating of water does not have the energy component that is present
when water is heated by electricity or gas. (Headley & Moseley, 2002) The adoption of
cleaner technology also can enable firms to generate revenues from what were previously
classified as waste streams, by diverting these ‘waste’ streams to other firms/sectors,
where the supplying sector’s ‘waste’ is the receiving firm/sector’s input. This scenario,
which reduces environmental impact of economic activities system wide, can be regarded
as win-win, and has been concretely argued by Porter & Van Der Linde (1995); Arnst.
Reed, McWilliams & Weimer (1997); and Boyle (1999). The win-win situation referred
here is linked to the fact that companies can adjust their processes to become more
environmentally friendly, or in some cases meet legally mandated environmental
standards. In so doing they may also reduce costs or make money where what were
previously seen as waste streams “could be effectively marketed to surrounding
companies rather than being discarded” (Boyle 1999, p.84). As expressed by Porter and
Van Der Linde (1995, p.98) “by stimulating innovation, strict environmental regulations
can actually enhance competitiveness”.
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integrate it as a unit whilst also developing environmental management (Adamczyk,
2001).
3. Methodology
The primary aim of this study is to explore the reasons behind Casuarina’s adoption of
environmental practices through the use of cleaner technologies and participation in an
environmental accreditation scheme at Casuarina and also to highlight the essential
benefits that can be achieved. Semi-structured in-depth interviews were carried out
during March 2005, to gain an understanding of the motivational, decisional and
beneficial factors involved in undertaking such a program at Casuarina. The interviews
included the process of going green; reasons for involvement in environmental activities
and participation in the scheme; perceived benefits and drawback and the outcomes of
such decisions.
The case study specifically analysed Casuarina based on the fact it is the first
hotel in Barbados to actually pioneer in undertaking an environmental program, without
any assistance or additional funding, and to date has achieved the highest awards and
accreditation including being the number one green hotel in the Caribbean. It is therefore
thought that a hotel of its nature and size could ideally be used as a prime example for
others to follow and be encouraged to sow their seeds in an effort at contributing to the
environmental sustainability of the tourism industry, the very industry the Caribbean
relies on for its survival. Finally, this paper also aims to use Casuarina as a model to
define best practices for a sustainable tourism product and consequently sustainable
development.
4. Case Study
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Figure 1 Map of the Caribbean
Source: www.islands.com/barbados
There has been an accelerating trend towards tour operators seeking a certificate
of sound environmental management from destination resorts. The accepted standard in
this respect is the Green Globe certification (Trade Policy and International
Environments in Barbados). The tourism product in Barbados is diverse and includes
varied accommodation (Barbados Tourism Investment, 2004). In Barbados, hotels
generate by far the largest share of capital investment, visitor expenditure, jobs,
contribution to GDP and Balance of Payments. Over 70% of the country's foreign
exchange is earned by the tourism sector. By the end of 2003, the island had hosted over
1 million tourists, of whom 531 211 were stay-over visitors and 559 000 were cruise ship
visitors. Accommodation for tourists is targeted to increase from approximately 7,250
rooms in 2003 to approximately 9,500 rooms by 2010 (Caribbean Tourism Organization,
2003).
The broad policy objective of the Barbados Tourism Sector Plan is "To pursue
sustainable tourism development through improvement and optimal use of human
resources and services, and through the conservation and managed use of our cultural,
built and natural heritage, in order to ensure a product of the highest quality whilst
improving the life and economic development of the people of Barbados" (Barbados
Ministry of Tourism, 2001). Policy attention was required in Barbados because their
growing dependence on tourism has placed their fragile ecosystems at risk and due to
serious problems in terms of a total lack of clean water resources and high energy
consumption.
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The tourism sector, the main driver for economic growth in the region, has,
together with the Caribbean Association for Sustainable Tourism (CAST), introduced
Green Globe 21 standards in Barbados.
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Figure 2 Map of Barbados
Source: http://www.cia.gov/cia/publications/factbook/geos/bb.html
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`Casuarina Green Team` of twenty one members that meet monthly to consolidate
environmental implementations and to establish new procedures on how to deal with
further environmental needs.
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explored first. This involved all the ‘free’ things that were done initially, for example,
looking for and stopping water leaks if any, turning off of lights and air conditioning
units when not in use, setting refrigerators to their lowest setting, encouraging guest, by
educating them on reasons why they should turn off taps instead of leaving them running
(i.e. those who come from places where water is not a scarce resource and this is a
custom) among others. After doing these small things, costs savings are were evident.
With the extra resources that were being saved, the addition of new technology was then
sought and implemented. The biggest line item in terms of investment in cleaner
technology was for solar heating. Other investments in newer technologies would
Casuarina also invested in a composting site, which practically cost them little or nothing
to establish and literally, with the cost savings that were derived, in terms of not having to
purchase top soil, fertilizers, and reduced waste skip landfill trips, they were able to pay
additional staff members that were added to the team to manage this resourceful
investment.
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4.2.6 Networking
In terms of business networking Casuarina reports that ideas/information on cleaner
technology is shared with other hotel operators, anyone interested in “greening their
operations’, schools, learning institutions, government sectors and other businesses. The
hotel is also an active member of Green Hotels, CAST, Green Globe 21, BHTA and
Barbados Marine Trust among many others, which are all organizations that encourage
the use of cleaner technology. Casuarina also receives tax incentives of 150% in
accordance with the Barbados Tourism Development Act for the use of environmental
initiatives (Government of Barbados, 2002).
6. Conclusion
Tourism is everyone's business. It is no longer a perverse activity, or one that only
generates profits; this is a phenomenon that it is essential to plan with exquisite care and
growing sensitivity. While the Barbados tourism industry continues to expand and
present significant economic gains, the evidence suggests that a number of precautionary
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measures must be taken in order to achieve environmental sustainability. This study
highlights Casuarina as a primary example and a proactive approach that other hotel
industry players can benchmark off of and pursue in an effort at achieving more
environmentally friendly operations and to a larger extent, a more sustainable tourism
industry.
Thus, the conclusion that can be drawn is that efforts geared towards the
promotion of environmental best practice should address both the commercial and ethical
dimension of environmental behaviour (Swarbrooke, 1999). This means placing
emphasis not only on the extrinsic benefits of having a green profile (the “going green
saves money” argument) but also on the intrinsic benefits of contributing (the “do your
bit” argument). Complete sustainability is inevitable; however, if properly planned and
controlled, tourism can be ‘a stepping stone’ in helping Barbados to achieve
environmental preservation of the hotel and tourism industry. In this paper, it was
demonstrated that the degree of use of environmental management practices in the hotel
industry is positively related to sustainable tourism development, economic gains and
market performance, through the mediating effect of customer satisfaction and loyalty.
The study shed some light on the importance of environmental management
practices and their impact on performance, in services. They do, however, point to the
vast potential for future research regarding this relationship, which is amplified by the
dominant presence of the service sector in the global economy. Environmental
management implementation depends on a clear communication process within the
organization from top management down to the operational staff members. This enables
the complex issues to be translated into understandable actions. This is the basic function
of a management system. Management processes which enable an organization to
improve in terms of sustainable development are neither easy to understand nor to put
into practice. This process thus involves participation of all employees in a hotel
company.
Casuarina’s efforts prove that a hotel business can be profitable and also a leader
in protecting the environment. Thus, using Casuarina as a prime example for all to follow
is an excellent choice because they has been proactive in integrating sustainable tourism
from the corporate level and using it strategically to their advantage.
This study primarily serves to demonstrate that although Barbados is heavily
dependent on its environment, there does not necessarily need to be a conflict between a
sustainable tourism industry and the maintenance of the environmental assets that make
this country a premier travel destination. The study also shows that the use of cleaner
technology in the Barbados tourism industry calls for a proactive approach, both from the
government and management of tourism business within the industry.
The researcher also hopes that this study will be useful to illustrate the importance
of wider adoption of cleaner technology in Barbadian hotels in particular. Greater use of
such technology can potentially have a significant impact on the sustainability of local
and regional economic activity.
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