Thesis Chapters by Panayiota Agkoli
University of Northampton, 2024
This dissertation investigates perceptions of sustainability within the Greek hospitality sector,... more This dissertation investigates perceptions of sustainability within the Greek hospitality sector, with a specific focus on Small and Medium-sized Enterprises (SMEs). The central aim is to explore the motivations, values, and strategies behind the adoption of sustainable practices, alongside the barriers SMEs face in this regard. The research provides key insights into how sustainability principles are understood and implemented in tourism, one of Greece's most critical industries.
A quantitative approach was adopted, involving a survey of 72 accommodation providers across Greece. The data collected through structured questionnaires focused on sustainability perceptions, motivations, and practices. The responses were analysed using statistical methods to identify trends and relationships between variables such as business size, geographical location, and sustainability efforts.
The research revealed that the primary motivations for adopting sustainability were cost savings (40%) and improving business reputation (26%), while eco-friendly values and personal fulfilment were significant guiding principles. The most widely implemented strategies included reducing energy consumption (37%) and sourcing local products (28%). However, more advanced initiatives such as waste management and carbon footprint reduction were less prevalent. The study also highlighted significant barriers to sustainability adoption. High costs (50%) and uncertainty regarding return on investment (25%) were the main challenges faced by SMEs. Additionally, a lack of knowledge about sustainability certifications was a critical factor limiting broader certification adoption, with 72% of respondents lacking any certification.
The findings underscore the need for targeted financial incentives, greater awareness, and education programs tailored to SMEs in the hospitality sector. By addressing these barriers, SMEs can more effectively implement sustainability strategies, thereby improving both environmental outcomes and long-term profitability. Furthermore, the study contributes to the broader discourse on sustainable tourism by offering a detailed case study of the Greek context, highlighting the complexities and opportunities inherent in aligning business practices with sustainability goals. To overcome these barriers, the study recommends the introduction of region-specific training programs to raise awareness of the benefits of certification, enhanced government support through subsidies, and the development of regional sustainability networks to facilitate resource sharing and collaboration among SMEs.
While the study offers valuable insights, it is limited by the relatively small sample size and the focus on self-reported data, which may introduce bias. Future research should explore qualitative methods to gain a deeper understanding of the motivations and challenges faced by individual businesses. Furthermore, expanding the scope to include larger enterprises and other sectors within the tourism industry could provide a more comprehensive view of sustainability practices in Greece.
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Thesis Chapters by Panayiota Agkoli
A quantitative approach was adopted, involving a survey of 72 accommodation providers across Greece. The data collected through structured questionnaires focused on sustainability perceptions, motivations, and practices. The responses were analysed using statistical methods to identify trends and relationships between variables such as business size, geographical location, and sustainability efforts.
The research revealed that the primary motivations for adopting sustainability were cost savings (40%) and improving business reputation (26%), while eco-friendly values and personal fulfilment were significant guiding principles. The most widely implemented strategies included reducing energy consumption (37%) and sourcing local products (28%). However, more advanced initiatives such as waste management and carbon footprint reduction were less prevalent. The study also highlighted significant barriers to sustainability adoption. High costs (50%) and uncertainty regarding return on investment (25%) were the main challenges faced by SMEs. Additionally, a lack of knowledge about sustainability certifications was a critical factor limiting broader certification adoption, with 72% of respondents lacking any certification.
The findings underscore the need for targeted financial incentives, greater awareness, and education programs tailored to SMEs in the hospitality sector. By addressing these barriers, SMEs can more effectively implement sustainability strategies, thereby improving both environmental outcomes and long-term profitability. Furthermore, the study contributes to the broader discourse on sustainable tourism by offering a detailed case study of the Greek context, highlighting the complexities and opportunities inherent in aligning business practices with sustainability goals. To overcome these barriers, the study recommends the introduction of region-specific training programs to raise awareness of the benefits of certification, enhanced government support through subsidies, and the development of regional sustainability networks to facilitate resource sharing and collaboration among SMEs.
While the study offers valuable insights, it is limited by the relatively small sample size and the focus on self-reported data, which may introduce bias. Future research should explore qualitative methods to gain a deeper understanding of the motivations and challenges faced by individual businesses. Furthermore, expanding the scope to include larger enterprises and other sectors within the tourism industry could provide a more comprehensive view of sustainability practices in Greece.
A quantitative approach was adopted, involving a survey of 72 accommodation providers across Greece. The data collected through structured questionnaires focused on sustainability perceptions, motivations, and practices. The responses were analysed using statistical methods to identify trends and relationships between variables such as business size, geographical location, and sustainability efforts.
The research revealed that the primary motivations for adopting sustainability were cost savings (40%) and improving business reputation (26%), while eco-friendly values and personal fulfilment were significant guiding principles. The most widely implemented strategies included reducing energy consumption (37%) and sourcing local products (28%). However, more advanced initiatives such as waste management and carbon footprint reduction were less prevalent. The study also highlighted significant barriers to sustainability adoption. High costs (50%) and uncertainty regarding return on investment (25%) were the main challenges faced by SMEs. Additionally, a lack of knowledge about sustainability certifications was a critical factor limiting broader certification adoption, with 72% of respondents lacking any certification.
The findings underscore the need for targeted financial incentives, greater awareness, and education programs tailored to SMEs in the hospitality sector. By addressing these barriers, SMEs can more effectively implement sustainability strategies, thereby improving both environmental outcomes and long-term profitability. Furthermore, the study contributes to the broader discourse on sustainable tourism by offering a detailed case study of the Greek context, highlighting the complexities and opportunities inherent in aligning business practices with sustainability goals. To overcome these barriers, the study recommends the introduction of region-specific training programs to raise awareness of the benefits of certification, enhanced government support through subsidies, and the development of regional sustainability networks to facilitate resource sharing and collaboration among SMEs.
While the study offers valuable insights, it is limited by the relatively small sample size and the focus on self-reported data, which may introduce bias. Future research should explore qualitative methods to gain a deeper understanding of the motivations and challenges faced by individual businesses. Furthermore, expanding the scope to include larger enterprises and other sectors within the tourism industry could provide a more comprehensive view of sustainability practices in Greece.