How satisfied guests and climate protection go hand in hand

Bremerhaven University of Applied Sciences and im-jaich GmbH & Co. KG  are researching sustainable travel behaviour

In order to make the tourism sector more climate-friendly and sustainable, changing travellers' consumption and behaviour patterns plays an important role alongside technical measures. In the ‘Öko-Glow’ project, researchers at Bremerhaven University of Applied Sciences are investigating whether and how tourism professionals can influence the environmental behaviour of guests through communication, among other things. They are collaborating with the Bremerhaven hotel and boarding house im-jaich. The project is co-financed by the European Union and supported by BIS Bremerhavener Gesellschaft für Investitionsförderung and the State of Bremen.

How can tourist behaviour become more sustainable without guests feeling that they have to sacrifice comfort? In the past, scientists have tended to focus on technical solutions to this question, such as climate-friendly means of transport or energy-efficient accommodation. However, the latest report from the Intergovernmental Panel on Climate Change (IPCC) shows that technological measures alone are not enough to achieve global climate targets. Changes in individual consumption and behaviour patterns also play a decisive role. The tourism sector, which accounts for around eight per cent of global greenhouse gas emissions, is also a focus here.

Researchers at Bremerhaven University of Applied Sciences have now launched the ‘Öko-Glow’ project in collaboration with the Hotel und Boardinghouse im-jaich. At its core is the investigation of the so-called ‘warm glow effect’ – the positive feeling that arises when people behave in an environmentally friendly or pro-social manner. Previous studies show that this effect not only increases well-being, but can also have a positive influence on the guest experience. The project team wants to examine whether hotel guests feel more satisfied when they travel in an environmentally friendly manner. To this end, they are investigating whether targeted communication prior to arrival – for example, pointing out the positive climate contribution of travelling by train – can increase satisfaction and promote the use of public transport. The results will provide practical recommendations for all companies that want to promote sustainable behaviour among their customers through smart communication.

"We want to understand how companies can use their communications to motivate guests to actively participate in climate protection – and whether this also has a positive effect on their satisfaction. The overarching goal is to change travellers' consumption and behaviour patterns towards more sustainable holidays with a lower carbon footprint. With its focus on social norms and psychological mechanisms, our project pursues a novel, interdisciplinary approach to reducing emissions in tourism," explains project manager Prof. Dr Birte Kemmerling, professor of marketing at Bremerhaven University of Applied Sciences. She and Dr Hans Jaich, managing director of im-jaich GmbH & Co. KG, jointly conceived the project. Data collection takes place directly on site at the Hotel im-jaich Bremerhaven, with the participation of students from Bremerhaven. 

If we take the concept of sustainability seriously, our current way of life must not restrict the natural resources available to future generations. Our aim is therefore to continuously reduce our company's ecological footprint and make substantial contributions to the regeneration of our natural environment. We are always grateful for suggestions on how we can achieve this goal together and hope that the project will provide us with important insights that will help us in our environmental management," says Dr Hans Jaich.

The ‘Öko-Glow’ project will run until June 2027. It is financed by the Senator for Climate Protection, Environment, Mobility, Urban Development and Housing and with funds from the European Regional Development Fund (ERDF).