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Abstract(s)
A sustentabilidade e o luxo são temas de investigação a nível individual,
porém, a relação estabelecida entre eles ainda se mantém um pouco ambígua. A
sustentabilidade visa a proteção e preservação do meio ambiente, incentiva o uso
consciente dos recursos e prospera um bom envolvimento com a comunidade. Já o
luxo, é considerado um consumo materialista para satisfazer prazeres individuais,
remete para uso exclusivo e personalizado de algum produto e serviço sem
preocupações com o meio ambiente (Iloranta, 2021).
Pressupondo esta relação antagónica, este estudo tem como principal
objetivo comparar a perceção e as práticas de sustentabilidade na hotelaria de luxo,
tanto em espaço urbano como em espaço rural e evidenciar, perante este tipo de
hotelaria, que o luxo não é inimigo da sustentabilidade. Para esse efeito, os
objetivos específicos passam por: perceber os indicadores de sustentabilidade e no
âmbito da operação dos hotéis, o comportamento e a recetividade dos turistas face
a práticas de sustentabilidade na hotelaria (urbana e rural) e identificar os
obstáculos enfrentados pela hotelaria no âmbito da implementação de medidas
sustentáveis.
Este estudo constituiu um instrumento de análise qualitativa com a
aplicação de entrevistas semiestruturadas aos gestores/diretores ou
representantes responsáveis, de hotéis de luxo em espaço urbano e em espaço
rural, na Região Norte de Portugal. À exceção de dois hotéis, de 4 estrelas, do grupo
JASE que se tornaram uma mais-valia para esta amostra por estarem inseridos no
Programa Empresas Turismo 360, do Turismo de Portugal.
Esta investigação é fundamental para o turismo e, principalmente, para a
hotelaria de luxo, uma vez que a sustentabilidade é considerada uma nova
tendência e cada vez mais temos um público ciente e preocupado com a pegada
ecológica. Na revisão da literatura foi possível perceber que a hotelaria de luxo,
principalmente em espaços urbanos, carece de práticas de sustentabilidade por
medo de afetar a qualidade da oferta e o baixo desempenho.
Foi ainda possível compreender de forma mais detalhada a abordagem da
sustentabilidade na hotelaria de luxo em espaço urbano e em espaço rural, bem como os seus pontos convergentes e divergentes. Comprovaram-se algumas
declarações que constam na revisão bibliográfica, principalmente, sobre o perfil do
turista que menciona que a perceção da sustentabilidade difere da localização
geográfica destes mesmos. Foi também possível confirmar que na hotelaria de luxo,
não são implementadas algumas práticas sustentáveis, não só por medo de afetar
a qualidade de experiência do hóspede, mas, segundo os dados desta investigação,
deve-se igualmente à falta de recursos financeiros, consciencialização e problemas
de liderança.
Sustainability and luxury are topics of research at an individual level, but the relationship between them is still somewhat ambiguous. Sustainability aims to protect and preserve the environment, encourages the conscious use of resources, and promotes good community involvement. Luxury, on the other hand, is considered materialistic consumption to satisfy individual pleasures, referring to the exclusive and personalized use of a product or service without concern for the environment (Iloranta, 2021). Assuming this antagonistic relationship, the main objective of this study is to compare the perception and practices of sustainability in luxury hotels, both in urban and rural areas, and to show that luxury is not the enemy of sustainability. To this end, the specific objectives are to understand the sustainability indicators and in the context of hotel operations, the behavior and receptiveness of tourists to sustainability practices in hotels (urban and rural) and to identify the obstacles faced by hotels in implementing sustainable measures. This study was an instrument of qualitative analysis, using semi-structured interviews with the managers/directors or representatives in charge of luxury hotels in urban and rural areas in the Northern Region of Portugal. Except for two 4-star hotels belonging to the JASE group, which became an asset to this sample because they are part of Turismo de Portugal's Tourism 360 Companies Program. This research is fundamental for tourism and, especially, for luxury hotels since sustainability is considered a new trend and the public is increasingly aware of and concerned about its ecological footprint. The literature review revealed that luxury hotels, especially in urban areas, lack sustainability practices for fear of affecting the quality of the offer and low performance. It was also possible to gain a more detailed understanding of sustainability in luxury hotels in urban and rural areas, as well as their points of convergence and divergence. Some of the statements made in the literature review were confirmed, especially regarding the profile of tourists, who mention that their perception of sustainability differs according to their geographical location. It was also possible to confirm that many sustainable practices are not implemented in luxury hotels, not only for fear of affecting the quality of the guest experience, but, according to the data from this research, it is also mainly due to a lack of financial resources, awareness, and leadership problems.
Sustainability and luxury are topics of research at an individual level, but the relationship between them is still somewhat ambiguous. Sustainability aims to protect and preserve the environment, encourages the conscious use of resources, and promotes good community involvement. Luxury, on the other hand, is considered materialistic consumption to satisfy individual pleasures, referring to the exclusive and personalized use of a product or service without concern for the environment (Iloranta, 2021). Assuming this antagonistic relationship, the main objective of this study is to compare the perception and practices of sustainability in luxury hotels, both in urban and rural areas, and to show that luxury is not the enemy of sustainability. To this end, the specific objectives are to understand the sustainability indicators and in the context of hotel operations, the behavior and receptiveness of tourists to sustainability practices in hotels (urban and rural) and to identify the obstacles faced by hotels in implementing sustainable measures. This study was an instrument of qualitative analysis, using semi-structured interviews with the managers/directors or representatives in charge of luxury hotels in urban and rural areas in the Northern Region of Portugal. Except for two 4-star hotels belonging to the JASE group, which became an asset to this sample because they are part of Turismo de Portugal's Tourism 360 Companies Program. This research is fundamental for tourism and, especially, for luxury hotels since sustainability is considered a new trend and the public is increasingly aware of and concerned about its ecological footprint. The literature review revealed that luxury hotels, especially in urban areas, lack sustainability practices for fear of affecting the quality of the offer and low performance. It was also possible to gain a more detailed understanding of sustainability in luxury hotels in urban and rural areas, as well as their points of convergence and divergence. Some of the statements made in the literature review were confirmed, especially regarding the profile of tourists, who mention that their perception of sustainability differs according to their geographical location. It was also possible to confirm that many sustainable practices are not implemented in luxury hotels, not only for fear of affecting the quality of the guest experience, but, according to the data from this research, it is also mainly due to a lack of financial resources, awareness, and leadership problems.
Description
Dissertação de mestrado
Keywords
Sustentabilidade Hotelaria de luxo Práticas sustentáveis Indicadores de sustentabilidade Turismo sustentável Sustainability Luxury hotels Sustainable practices Sustainability indicators Sustainable tourism