CIRCULAR ECONOMY IN ENHANCING BRAND SUSTAINABILITY OF HOTELS

Abstract

This paper focuses on exploring the sustainability of a hotel brand by implementing the concept of circular economy to its system. Many research have taken place in the field of sustainability and green practices followed in hotel industry earlier but the papers lacked the concept of how sustainability can play a major role in sustaining the brand in the long run. Concept of circular economy has been gaining importance lately among the government and the academicians. The application of CE strategies in hotel industry is a topic worth discussion. The relationship between the strategies of the circular economy involving Reduction, Reuse, Recycle, Redesign, Replace, Rethink are analyzed to that of brand sustainability of the hotel by the help of structural equation modelling (SEM). In order to do so a total of 230 samples were interviewed with the help of a structured questionnaire. This study would help the hotel industry to inculcate steps which would help them in adopting to circular economic model rather than linear model, which would help them to sustain their brand name in the long run.