Hidden Motives of Hoteliers to Incorporate with Sustainable Tourism Practices: A Case Study of Down-South of Sri Lanka

Purpose: This research has taken an attempt to explore the prevailing motives of hoteliers to incorporate with sustainable business operations and practices. The empirical evidences & background of the study defines related terms such as sustainability, sustainable tourism, and motives for sustainable hospitality practices. Methodology: The study was designed as a case study and mixed method approach was utilized to investigate the matter. Both quantitative and qualitative techniques were used to draw conclusions. Main findings: Study asserted that hotel operators in Sri Lanka were motivated to implement sustainable practices by different hidden motives. “To protect the resources, we depend on” was the main motivator for hoteliers to adopt sustainable business practices while “To enhance the reputation of the business”, “To attract environmentally conscious market”, “Personal values about sustainability” and “To attract potential saving benefits” were other prominent motives respectively to stimulate hoteliers for sustainable business operations. Implication of the study: Since the country has gained a tremendous tourism development in post-war economy of Sri Lanka, the findings of this study will help for the relevant tourism authorities, government and other related stakeholders to set reliable policies & regulations to achieve the sustainable future. Novelty of the study: Only few attempts have been taken to investigate the motives of top management of organizations to implement sustainability practices in Sri Lankan context, but no one has carried out any scientific investigation to find the motives of hoteliers to incorporate with sustainability practices.


Defining Sustainability
The 1960s saw the development of the idea of sustainability, which had its roots in environmentalism. People were also concerned about the population and industrial sector's continued increase during that time since it was thought that these advances would cause irreparable environmental damage. (Bramwell & Lane, 1993). Sustainability is the capacity to endure (Chan, 2009). The word sustainability initially derived from Latin language. "Sustainable development is development that meets the needs of the present generation without compromising the ability of future generations to meet their own needs" (Goodman, 2000).

Sustainable Tourism
As per (UNWTO) sustainable tourism can be defined as "Any form of tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities". Applying and adhering the principles of environmentally responsible development to the tourism sector is typically understood as sustainable tourism. (Weaver, 2006). A more positive definition of sustainable tourism is an approach that attempts to lessen the stresses brought about by the relationships between the tourism sector, visitors, locals, and the environment. (Bramwell & Lane, 1993).

Sustainable Practices for Hotels
Hospitality industry and other related lodging establishments are becoming the most prominent example that depicts sustainable practices in tourism industry and these best practices are important for its long-standing success (Bader, 2005). Due to the rising prices of resources like energy, water, and other resources, hotels and other lodging facilities are becoming more and more concerned with acting responsibly in terms of the economy, the environment, and society (Cavagnaro & Gehrels, 2009). They further argued that lodging sector is commonly don't have much concerns & understanding about sustainability. Bader (2005) said only a small percentage of hotels and other accommodation facilities incorporate sustainable principles into their everyday operations. Since the 1990s have ended, hoteliers have begun to incorporate sustainable methods. Cost-saving, self-promotion, and some operators' desire to make an ethical statement were the goals of such actions. (Cavagnaro & Gehrels, 2009).
Engaging with the sustainable business operation will undoubtedly help hotels maintain a long-term presence in the market and ensure ongoing profitability. (Bader, 2005). Further, Chan (2009) especially the investors see the success of the business endeavor is largely dependent on the corporate sustainability. Additionally, by educating the public about their sustainable practices, hotels can develop real, positive public relations. It will aid in attracting new market segments, such as environmentally conscious consumers, driving up demand and taking regular visitors into consideration (Bader, 2005). Currently, a lot of hotels and other accommodation facilities have integrated sustainable techniques into their daily operations.

Motives for Sustainable Business Operation
The motives for involving with sustainable business operations are usually categorized in the general literature using three categories that normally looked at independently. 1. Cost reduction competitiveness is one of these categories and many scholars have argued that it has great stimulating power to motivate business people for sustainable operations. Under cost reduction aspect, hoteliers concern about many elements. Ayuso (2006) revealed that many hoteliers incorporate with sustainability practices due to its ability to reduce the total cost in any related activities. It helps to every hotelier to reduce the potential cost. Sustainable business operations sometimes entitle for some incentive programme and many business hoteliers target those incentives by incorporating sustainability practices into their businesses (Ayuso, 2006). Third element under cost reduction is to differentiate their business from their competitors. Hobson & Essex (2001) mentioned that hoteliers are trying to differentiate their business practices from their close competitors through pertaining to sustainable business practices which they undertaken within their business premises.

Social Legitimization is another motive which stimulates hoteliers for sustainable business operations. Bronn & Cohen (2009) argued that enhance the reputation of their respective business
is one of the hidden motives of any hoteliers to involve with sustainable business operations. Through that they can build up a positive image among their customers towards their products and services. Some business hoteliers incorporate with sustainability practices just listen to and fulfill their staff and family suggestions to enhance the wellbeing of the business (Bronn & Cohen, 2009). Now every party have better understanding about sustainability and these knowledge and understanding create an extra social pressure on any business to be sustainability (Kasim, 2009). Some businesses tend to associate the sustainability practices due to pressure create by their partners and suppliers (Bronn & Cohen, 2009). 3. Life Style Value Driver is the third frame of motive for hotelier to take part with sustainable business practices. Sharpley(2000) depicts individual personal values of every business persons will determine the level involvement for sustainable practices. Some people attend on sustainable business practices due to their personal feelings and believe (Hunter, 1997) while some others follow these best practices to attract and absorb the environmentally conscious market share (Font, 2002).

METHODOLOGY
Sustainable tourism practices and motives for such practices in Sri Lankan context has been an under researched area. Therefore, this study conducted as the case study based on one of the main beach destinations in Sri Lanka, Down-South. The approach of the study was mixed method and both quantitative and qualitative techniques were utilized for data gathering. The required data were gathered from the selected hotels which are operating in Down-South of Sri Lanka. Both self-administered questionnaires and Interviews were utilized to gather the required data. The questionnaire was consisted with ten statements which represent Motives for sustainable hospitality practices. The respondents were advised to mark these statements on five point likert-scales, starting from "Completely Agree" to "Completely Disagree". The researcher conducted a pilot survey to verify the validity of the set questionnaire & its content to check whether respondents can understand the questions included in the questionnaire. Only minor adjustments were done for the questionnaire after the pilot survey. Required data gathered through convenience sampling technique by the researcher, physically attending to the selected region Down-South. By staying within the region, needful interviews were also made.
Even while the vast range of previous academics' works that were covered by the literature review served as the foundation for this study, it will be a more full and complex study because it also attempted to bring everything together and inspect experimentally "Hidden motives of Down-South hoteliers to incorporate with sustainable business practices" in Sri Lankan hospitality industry. Due to the sophistication of the study, it was planned to combine questionnaire and interview data collection in order to satisfactorily answer the main research questions.

RESULTS
This section enables you to understand the "What hidden motives did hoteliers stimulate for sustainable business operations?". Respondents were instructed to complete a questionnaire with ten questions using a five-point likert scale to indicate how concerned they were with the claims in order to learn more about that feature. After assessing the questionnaires, associated qualitative data will be addressed. The quantitative data related to this topic have already been analyzed. The above table displays the quantitative results of the ten (10) statements that gauge hotels' motivations for sustainable business practices. Each of these statements' results is ranked using the mean ranking method. The results show that five out of the 10 assertions under examination have an overall mean score greater than 3, which indicates that respondents' overall agreement with those claims was higher than the average. It further justified that those five Motives namely Wanted to protect the resources we depend on (Mean = 4.39, SD = 0.62), Wanted to enhance the reputation of the business (Mean =4.36, SD = 0.97), Wanted to attract environmentally conscious market (Mean = 3.85, SD = 0.77), Personal values about sustainability (Mean = 3.55, SD= 1.02), and Attracted by the potential cost savings (Mean= 3.40, SD = 1.05) have been arousing the interest of Hoteliers to take part in Sustainable tourism practices. The next five statements' total means score are all below 3, which suggests that respondents' levels of agreement with these assertions are lower than normal. It simply indicates that the respondents did not agree with the ideals expressed in these comments.
According to the above data, the highest mean rank (mean 4.39, SD 0.62) gained by "Wanted to protect the resources, we depend on". It confirmed that majority of respondents have agreed that their respective hotels and their administration were heavily motivated by above concern to carry on their operations in sustainable way.
It implied that majority of Down-south hotels have been motivated by "Protect the resources, we depend on" which is an element of Life Style Value Driver. So, its shows people have great respect to the natural resources which help us to sustain our businesses. It was further proved by many interviewees as well. To justify the point, few direct quotes have been utilized as follows, This proved that administrative level staff of hotels have a positive understanding and believe about the nature and they have recognized the importance of sustainable best practices to protect the existing resource base for future generation. It was further proved through; "We all must honor to the resources which we depend on, because that is the backbone of our existence. If we recognized the value of this nature gift, we all can entertain the tourism benefits for a long period (pers.comm.respondent 07).
As per the mean rank depicts, the second highest mean rank (mean 4.36, SD 0.97) gained by "Wanted to enhance the reputation of the business". It confirmed that majority of respondents have agreed that they were motivated through enhancing their reputation and business by initiating the sustainable business practices. It was further proved through some of the interviewees as well.
"See, now this is seems compulsory concern to retain in tourism industry, because our partners are very much keen and concern on sustainable best practices. When they make any business relationship with any tourism stakeholder, they are looking at how they incorporate with sustainable business operations. So, we must take part with sustainable practices to uplift our business reputation" (pers.comm.respondent 03) "As hoteliers we have to heavily depend on travel agent, because they are the people who send guests to our hotels. Now they highly concern about sustainable best practices and they always make contract with that types of hotels due to their foreign agents influence" (pers.comm.respondent 09).
Above two statements confirmed & showed the hotel operators are highly concern about sustainable business practices due to its ability to uplift the business reputation through sustainability.
As per the above table depicts, the third highest mean rank (mean 3.85, SD 0.77) gained by "Wanted to attract environmentally conscious market", which again represent the Life Style Value Driver. It confirmed that majority of respondents have agreed that their respective hotels and their team have been motivated by "Attract environmentally conscious market". To justify the point, few direct quotes have been utilized as follows; "Today tourists are very intelligent; they are very concern about the environment. When they select accommodation option, they are sensitive to select environmental friendly lodging establishment" (pers.comm.respondent 05).
"Due to arrivals of online flat forms for bookings, we have to highly concern about guests' comments regarding our property, because those comments will generate the future arrivals. They closely inspect our best practices and it determine the shape of their comments, So we like or dislike, we have to adhere to environmental friendly business operations for our survival" (pers.comm.respondent 02) All above statements proved that hoteliers are highly concern about sustainable business practices due to its capability to absorb environmentally conscious market towards their business. So, it confirmed, that motive stimulated them to operate their business in sustainable way.
According to the table, fourth highest mean rank (mean 3.55, SD 1.02) gained by "Personal values about sustainability". It confirmed that majority of respondents have agreed that their respective hotels and their administrative were motivated by their personal believes and values about sustainability. It further proved through below statements; "We all are human beings and we are working according to our heart. Personally I am an environment lover and I believe we all receive this power through environment. So, whatever the activity we commence inside this property, we always concern about the environmental aspect" (pers.comm.respondent 06).
"What we consume today, must be conserved for future generation as well. That is my personal believe and it will shape my business decisions as well. " (pers.comm.respondent. 04) The fifth position of mean rank (mean 3.40, SD 1.05) gained by "Attracted by the potential cost savings". It confirmed that majority of respondents were motivated to adhere to sustainable business practices to receive cost saving benefits as well. It was further proved by few interviewees through their statements.
"Sustainability always attached with cost savings. Where we apply the sustainable concept, there we can apply cost reduction techniques. It saves our money, that money we can utilize for some other activities" (pers.comm.respondent.03).
"We as a business entity always worry and concern about cost reduction avenues. Sustainable concepts most of time open up that avenues for us and we always eager to introduce some sustainable business practices to entertain cost benefits attached with that" (pers.comm.respondent 05).