Environmental approach in the hotel industry: Riding the wave of change

Abstract

This study provides an exploratory review of how domestic and foreign hotel companies operating in Cuba approach their environmental management from the content publicly communicated on their websites. For this purpose, a quantitative analysis of contents is carried out by means of text mining and Hierarchical Cluster Analysis. Among the results we obtained, it stands out that there is considerable variation in the information that the 10 leading hotel companies provide publicly and only half of them communicate their environmental commitment strategy. The conclusions obtained indicate that Iberostar is the company that promotes the most comprehensive environmental strategy among these ten hotel groups and has the highest level of transversality. Since Iberostar is also one of the leading companies in this field globally, a detailed analysis of its model is carried out. This model can be useful as a benchmarking framework for hotel companies around the world.

Keywords

• Environmental strategy
• Environmental Management System
• Content analysis
• Text mining
• Iberostar Hotels & Resorts