Сервис в России и за рубежом, 2021, том 15, № 4 (96)
сетевой научный журнал
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Российский государственный университет туризма и сервиса
Наименование: Сервис в России и за рубежом
Год издания: 2021
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- 6543: Экономика общественного питания. Экономика гостиничного хозяйства. Экономика туризма
- 758: Туризм. Альпинизм
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- 338: Эк. положение. Эк. политика. Управление и планирование в эк-е. Производство. Услуги. Цены
- 3799: Туризм
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2021, Vol. 15. Iss. 4 (96) СЕРВИС УЧРЕДИТЕЛЬ: Федеральное государственное бюджетное образовательное учреждение высшего образования «Российский государственный университет туризма и сервиса». Журнал основан в 2007 г. ОСНОВНЫЕ СВЕДЕНИЯ О ЖУРНАЛЕ Журнал зарегистрирован в Федеральной службе по надзору за соблюдением законодательства в сфере массовых коммуникаций и охране культурного наследия (свидетельство о регистрации СМИ Эл № ФС77-31755 от 25.04.2008). Включён в Перечень ведущих рецензируемых научных журналов и изданий ВАК РФ (распоряжение Минобрнауки России № Р-11 от 08.02.2016), в которых могут быть опубликованы основные результаты диссертационных исследований, по группе специальностей 08.00.00 «Экономические науки». Журнал включён в наукометрические базы РИНЦ, Google Scholar, UlrichsWeb и др., индексируется в базах данных научных электронных библиотек eLibrary.ru, SCIARY, Киберленинка, EZB и др. Публикации журнала находятся в открытом доступе и распространяются на условиях лицензии Creative Commons «Attribution-ShareAlike» 4.0 International. Ссылки на журнал при цитировании обязательны. Редколлегия не всегда разделяет высказанные авторами публикаций мнения, позиции, положения, но предоставляет возможность для научной дискуссии. АДРЕС РЕДАКЦИИ: 141221, РФ, МО, Пушкинский гор.окр., д.п. Черкизово, ул. Главная, 99, к. 1217. Тел.: +7(967)246-35-69, 8(495)940-83-63 доб. 395 e-mail: editor@spst-journal.org, redkollegiamgus@mail.ru PUBLISHER Russian State University of Tourism and Service (RF, Moscow). Founded in 2007. BASIC INFORMATION ABOUT THE JOURNAL Journal registered by the Federal Service for Supervision of Legislation in Mass Communications and Cultural Heritage Protection, RF (Reg. Эл №ФС77-31755 from April 25, 2008). The journal was included in the list of the leading peer- reviewed scientific journals recommended by the Higher Attestation Commission for publication of thesis results (Economics sciences). The journal is included in the Russian Science Citation Index, Google Scholar, UlrichsWeb, eLibrary.ru, SCIARY, CyberLeninka, EZB etc. Full text files of all archived and current issues of the journal are in open access on the site and partner sites. Publication in the journal «Service and Tourism: Current Challenges» are available under license Creative Commons «Attribution-ShareAlike» («Attribution – on the same conditions») 4.0 International. All rights reserved. Authorial opinions, attitudes, positions, points of view on events and processes in Russia and in the world that have been said on the pages of the journal are not always shared by the editorial board. Editorial board is not responsible for the content and the accuracy of any given digital, illustrative, and cited materials in the publications of authors of the journal. CONTACTS Editorial office: 141221, Russia, Moscow region, Pushkino district, vill. Cherkizovo, 99 Glavnaja str., build. 1, room 1217. Tel./fax: +7.495.940 8363, add. 395; mob. +7.967.246 3569 e-mail: editor@spst-journal.org, redkollegiamgus@mail.ru SERVICES IN RUSSIA AND ABROAD В РОССИИ И ЗА РУБЕЖОМ ISSN 1995-042X Сетевой научный журнал Т. 15, No 4 (96) 2021 https://spst-journal.ru/ruservices
РЕДАКЦИЯ ЖУРНАЛА Главный редактор: Афанасьев О.Е. – Российский гос. ун-т туризма и сервиса (РФ, Москва), лауреат Государственной премии Украины в области образования, д.геогр.н., проф. Редакционный совет: Новикова Н.Г. – Российский гос. ун-т туризма и сервиса (РФ, Москва), первый проректор, д.э.н., проф.; Председатель Редакционного совета Ананьева Т.Н. – Российский гос. ун-т туризма и сервиса (РФ, Москва), д.соц.н., проф. Гладкий А.В. – Киевский нац. торгово-экономический ун-т (Украина, Киев), д.геогр.н., проф. Неделиа А.-М. – Сучавский ун-т им. Штефана чел Маре (Румыния, Сучава), д-р философии (PhD), доц. Пиментель Т.Д. – Федеральный университет Жуис-де- Фора (Бразилия, Жуис-де-Фора), к.соц.н. (PhD), доц. Погребова Е.С. – Российский гос. ун-т туризма и сервиса (РФ, Москва), к.э.н., доц. Пулидо-Фернандес Х.И. – Ун-т Хаэна (Испания, Хаэн), д-р философии (PhD), доц. Фу Я.-И. – Индианский ун-т – Ун-т Пердью в Индиана- полисе (США, Индианаполис), д-р философии (PhD), доц. Редакционная коллегия: Бушуева И.В. – Российский гос. ун-т туризма и сервиса (РФ, Москва), д.э.н., проф. Василенко В.А. – Крымский федеральный университет имени В.И. Вернадского (РФ, Симферополь), д.э.н., проф. Дышловой И.Н. – Крымский федеральный университет имени В.И. Вернадского (РФ, Симферополь), д.э.н., проф. Климова Т.Б. – Белгородский государственный нац. исследовательский ун-т (РФ, Белгород), к.э.н., доцент Коновалова Е.Е. – Российский гос. ун-т туризма и сервиса (РФ, Москва), к.э.н., доц. Михеева Н.А. – Санкт-Петербургский гос. экономический ун-т (РФ, Санкт-Петербург), д.соц.н., доц., проф. Морозов М.А. – Российский экономический ун-т им. Г.В. Плеханова (РФ, Москва), д.э.н., проф. Морозова Н.С. – Российский новый университет (РФ, Москва), д.э.н., доц. Оборин М.С. – Российский экономический ун-т им. Г.В. Плеханова, Пермский филиал (РФ, Пермь), д.э.н., проф. Петрик Л.С. – Поволжская гос. академия физической культуры, спорта и туризма (РФ, Казань), к.э.н., доц. Трухачев А.В. – Ставропольский гос. аграрный ун-т (РФ, Ставрополь), д.э.н., проф. Харитонова Т.В. – Финансовый ун-т при Правительстве Российской Федерации (РФ, Москва), к.э.н., доц. Якименко М.В. – Южный федеральный ун-т (РФ, Ростов-на-Дону), к.э.н. доц. Ответственный секретарь: Афанасьева А.В. – Российский гос. ун-т туризма и сервиса (РФ, Москва), к.геогр.н., доц. EDITORS Editor-in-Chief: Oleg E. Afanasiev – Russian State University of Tourism and Service (RF, Moscow), PhD (Dr.Sc.) in Geography, Professor, Laureate of the Education State Prize of Ukraine Editorial Council: Natalia G. Novikova – Russian State University of Tourism and Service (RF, Moscow), First Vice Rector, PhD (Dr.Sc.) in Economics, Prof.; Chairman of Ed. Council Tatiana N. Ananyeva – Russian State University of Tourism and Service (RF, Moscow), PhD (Dr.Sc.) in Sociology, Prof. Alexander V. Gladkey – Kyiv National University of Trade and Economics (Ukraine, Kyiv), PhD (Dr.Sc.) in Geography, Prof. Alexandru-M. Nedelea – Stefan cel Mare University of Suceava (Romania, Suceava), PhD in Marketing, Assoc. Prof. Thiago D. Pimentel – Federal University of Juiz de Fora (Brazil, Juiz de For a), PhD in Social Sciences, Assoc. Prof. Elena S. Pogrebova – Russian State University of Tourism and Service (RF, Moscow), PhD in Economics, Assoc. Prof. Juan I. Pulido-Fernandez – University of Jaen (Spain, Jaen), PhD in Economics, Assoc. Prof. Yao-Yi Fu – Indiana University – Purdue University Indiana- polis (USA, Indianapolis), PhD in HRIM, Assoc. Prof. Editorial Board: Irina V. Bushueva – Russian State University of Tourism and Service (RF, Moscow), PhD (Dr.Sc.) in Economics, Prof. Valentin A. Vasilenko – V. I. Vernadsky Crimean Federal University (RF, Simferopol), PhD (Dr. Sc.) in Economics, Prof. Igor N. Dyshlovoj – V. I. Vernadsky Crimean Federal University (RF, Simferopol), PhD (Dr. Sc.) in Economics, Prof. Tatiana B. Klimova – Belgorod State National Research University (RF, Belgorod), PhD in Economics, Assoc. Prof. Elena E. Konovalova – Russian State University of Tourism and Service (RF, Moscow), PhD in Economics, Assoc. Prof. Natella A. Mikheeva – Saint Petersburg State University of Economics (RF, St. Petersburg), PhD (Dr.Sc.) in Sociology, Prof. Mikhail A. Morozov – Plekhanov University of Economics (RF, Moscow), PhD (Dr.Sc.) in Economics, Prof. Natalia S. Morozova – Russian New University (RF, Moscow), PhD (Dr.Sc.) in Economics, Prof. Matvey S. Oborin – Perm Institute of Plekhanov University of Economics (RF, Perm), PhD (Dr.Sc.) in Economics, Prof. Lyudmila S. Petrik – Volga Region State Academy of Physical Culture, Sport and Tourism (RF, Kazan), PhD, Assoc. Prof. Aleksandr V. Trukhachev – Stavropol State Agrarian University (RF, Stavropol), PhD (Dr.Sc.) in Economics, Prof. Tatiana V. Kharitonova – Financial University (RF, Moscow), PhD in Economics, Assoc. Prof. Marianna V. Yakimenko – Southern Federal University (RF, Rostov-on-Don), PhD in Economics, Assoc. Prof. Executive Secretary: Alexandra V. Afanasieva – Russian State University of Tourism and Service (RF, Moscow), PhD in Geography, Assoc. Prof.
СОДЕРЖАНИЕ ТЕОРЕТИЧЕСКИЕ АСПЕКТЫ ЭКОНОМИКИ И ТУРИСТСКОГО СЕРВИСА . Мишулина С.И. Проблемы «зеленой» сертификации сектора размещения АКТУАЛЬНЫЕ ВОПРОСЫ МЕЖДУНАРОДНОГО СОТРУДНИЧЕСТВА В СФЕРЕ УСЛУГ . Сазыкин А.М., Широкова А.В. Тенденции развития китайского выездного туризма Силва Ж.Ф., Гомеш Б.М.А., Пессали У.Ф. Роль Советов по туризму как государственных учреждений в Бразилии Борхес В.П.С., Виейра В.Б., Перинотто А.Р.К. Информация и научные данные в исследовании проблем управления и развития туризма (на примере туристской территории штата Пиауи, Бразилия) Корбари С.Д. Туризм, антропоцен и капиталоцен: состояние изученности проблемы АКТУАЛЬНЫЕ ВОПРОСЫ ГОСУДАРСТВЕННОГО, МУНИЦИПАЛЬНОГО И КОРПОРАТИВНОГО УПРАВЛЕНИЯ В СФЕРЕ УСЛУГ . Волков С.К. Изучение возможностей развития туризма в России в условиях пандемии СOVID-19 на основе социологических исследований Гурина М.А., Сокольская Т.И., Гончарова О.В., Дехтярь Г.М., Спатарь-Козаченко Т.И. К вопросу о государственном регулировании сферы туризма на региональном уровне: теоретические аспекты и результаты практической деятельности Оборин М.С., Сарян А.А. Организационно-экономические основы адаптации туризма к кризисным условиям Пугачев И.Н., Клиценко М.В., Куликов Ю.И. Особенности реализации нацпроекта «Туризм и индустрия гостеприимства» в условиях Дальнего Востока МАРКЕТИНГ УСЛУГ И ТЕРРИТОРИЙ . Лежнин В.В., Полухина А.Н. Развитие локальных систем в сфере туризма и рекреации (на примере Приволжского федерального округа): анализ и перспективы СОЦИАЛЬНО-ЭКОНОМИЧЕСКИЕ АСПЕКТЫ РАЗВИТИЯ ОТРАСЛЕЙ, КОМПЛЕКСОВ, ПРЕДПРИЯТИЙ И ОРГАНИЗАЦИЙ СФЕРЫ УСЛУГ . Никольская Е.Ю., Афанасьев О.Е., Галкин Д.В., Солнцева О.Г. Оценка доступности музейной среды для посетителей с ограниченными возможностями здоровья Волк Е.Н., Овчинникова И.Г. Региональные особенности развития гостиничного бизнеса в кризисных условиях Донскова Л.И., Солодуха П.В., Крюкова Е.М., Хетагурова В.Ш. Анализ социокультурного обслуживания населения: количественные и качественные характеристики Оборин М.С. Особенности эффективного управления гостиничной индустрией как элемента туристско-рекреационной системы Полищук Е.А. Цифровая грамотность специалистов современных средств размещения и организаций общественного питания Республики Крым Митрофанов С.В. Экономические аспекты сервиса безопасности в гражданской авиации 5 5 18 18 32 48 67 81 81 90 110 126 134 134 151 151 169 184 192 201 211 В РОССИИ И ЗА РУБЕЖОМ СЕРВИС Т. 15, No 4 (96) 2021
CONTENT THEORETICAL ASPECTS OF ECONOMICS AND TOURIST SERVICE . Mishulina S. I. Green certification issues in the accommodation sector INTERNATIONAL COOPERATION IN SERVICES SECTOR: CURRENT ISSUES . Sazykin A. M., Shirokova A. V. Chinese outbound tourism development trends Silva J. F., Gomes B. M. A., Pessali H. F. Tourism Councils as a voice institution in Brazil Borges V. P. C., Vieira V. B., Perinotto A. R. C. Information and Scientific Data, Stumbles of Tourism Management and Development (The case on tourist region of the State of Piauí in Brazil) Corbari S. D. Tourism, Anthropocene and Capitalocene: the state of the art of scientific production STATE, MUNICIPAL AND CORPORATE GOVERNANCE IN SERVICES SECTOR: CURRENT ISSUES . Volkov S. K. Studying the possibilities for tourism development in Russia in COVID-19 pandemic: A sociological research Gurina M. A., Sokolskaya T. I., Goncharova O. V., Dekhtyar G. M., Spatar-Kozachenko T. I. On public administration in tourism at regional level: the theoretical aspects and results of practical activities Oborin M. S., Saryan A. A. Organizational and economic bases of tourism adaptation to crisis conditions Pugachev I. N., Klitsenko M. V., Kulikov Yu. I. The features of national project realization «Tourism and Hospitality Industry» in Russian Far East MARKETING OF SERVICES AND TERRITORIES . Lezhnin V. V., Poluhina A. N. Development of local systems in tourism and recreation (the case of Volga Federal District): The analysis and prospects SOCIO-ECONOMIC ASPECTS OF DEVELOPING INDUSTRIES, COMPLEXES, BUSINESSES AND ORGANIZATIONS OF SERVICES SECTOR . Nikolskaya E. Yu., Afanasiev O. E., Galkin D. V., Solntseva O. G. Assessing the museum environment accessibility for disable people Volk E. N., Ovchinnikova I. G. Regional peculiarities of hotel business development in crisis conditions Donskova L. I., Solodukha P. V., Kryukova E. M., Khetagurova V. Sh. Analysis of socio- cultural service for the population: quantitative and qualitative characteristics Oborin M. S. Hotel industry as an element of the tourist and recreational system: Features of effective management Polishchuk E. A. Digital literacy of professionals working at modern lodging and catering companies of the Republic of Crimea Mitrofanov S. V. Economic aspects of the security service in civil aviation 5 5 18 18 32 48 67 81 81 90 110 126 134 134 151 151 169 184 192 201 211 INTERPRETER: Alexandra V. Afanasieva, PhD in Geography, Assoc. Prof. The author of the cover photo: Daida Ellaby, unsplash.com IN RUSSIA AND ABROAD SERVICES Vol. 15. Iss. 4 (96) 2021
НАУЧНЫЙ ЖУРНАЛ СЕТЕВОЙ Mishulina S. I. Green certification issues in the accommodation sector UDC 338.504 DOI: 10.24412/1995-042X-2021-4-5-17 Svetlana I. MISHULINA Federal Research Centre the Subtropical Scientific Centre of the Russian Academy of Sciences (Sochi, Krasnodar Kray, Russia) PhD in Economics; e-mail: MISHulSV@yandex.ru GREEN CERTIFICATION ISSUES IN THE ACCOMMODATION SECTOR Abstract. The article covers the possibility of accommodation establishments green certification as a tool for greening the tourist industry. The analysis is provided for available statistics of cer- tified hotels in Russia and abroad and the conclusion is made on the low level of accommodation sector green certification. The major barriers hindering the widespread of green certification practice in the Russian accommodation sector were researched. It is concluded that the feasibi- lity of green certification as a tool for tourism greening on the one hand is determined by the level of environmental culture and development of the knowledge-based system on the certifi- cation goals and procedures among consumers and by the position of certification in the compa- ny's external communications system. On the other hand, by the availability of this greening tool for the majority of tourist market participants. The need for more thorough research on the con- tent and factors determining environmentally responsible behavior of Russian tourists is substan- tiated. This research is held within issue No 0261-2019-0009 The strategic management of territory’s social and economic development based on sustainable development principles of Federal Re- search Center the Subtropical Scientific Center of the Russian Academy of Sciences state assign- ment. Keywords: green economy, tourism industry, accommodation sector, ecologization, green certi- fication. Citation: Mishulina, S. I. (2021). Green certification issues in the accommodation sector. Servis v Rossii i za rubezhom [Services in Russia and Abroad], 15(4), 5–17. doi: 10.24412/1995-042X-2021-4-5-17. Article History Received 1 September 2021 Accepted 13 October 2021 Disclosure statement No potential conflict of interest was reported by the author(s). © 2021 the Author(s) This work is licensed under the Creative Commons Attribution 4.0 International (CC BY-SA 4.0). To view a copy of this license, visit https://creativecommons.org/licenses/by-sa/4.0/ ТЕОРЕТИЧЕСКИЕ АСПЕКТЫ ЭКОНОМИКИ И ТУРИСТСКОГО СЕРВИСА THEORETICAL ASPECTS OF ECONOMICS AND TOURIST SERVICE
В РОССИИ И ЗА РУБЕЖОМ СЕРВИС Т. 15, No. 4 (96) 2021 УДК 338.504 DOI: 10.24412/1995-042X-2021-4-5-17 МИШУЛИНА Светлана Ивановна Федеральный исследовательский центр «Субтропический научный центр Российской академии наук» (Сочи, Краснодарский край, РФ) кандидат экономических наук; e-mail: MISHulSV@yandex.ru ПРОБЛЕМЫ «ЗЕЛЕНОЙ» СЕРТИФИКАЦИИ СЕКТОРА РАЗМЕЩЕНИЯ В статье рассматривается возможность использования «зеленой» сертификации средств размещения как инструмента экологизации индустрии туризма. Анализиру- ется доступная статистика сертифицированных отелей в России и за рубежом. Дела- ется вывод о низком уровне «зеленой» сертификации сектора размещения. Исследу- ются основные барьеры, препятствующие широкому распространению практики «зе- леной» сертификации российского сектора размещения. Делается вывод о том, что целесообразность использования «зеленой» сертификации в качестве инструмента экологизации туризма определяется, с одной стороны, уровнем экологической куль- туры и сформированности у потребителей системы знаний о целях и процедурах сер- тификации, местом сертификации в системе внешних коммуникаций компании. С дру- гой, – доступностью данного инструмента экологизации для основной массы субъек- тов туристического рынка. Обосновывается необходимость углубления исследований содержания и факторов формирования экологически ответственного поведения рос- сийских туристов. Работа выполнена в рамках темы №0261-2019-0009 «Стратегическое управление соци- ально-экономическим развитием территории на основе принципов устойчивого разви- тия» государственного задания ФИЦ «Субтропический научный центр Российской ака- демии наук». Ключевые слова: «зеленая» экономика; индустрия туризма; сектор размещения; эколо- гизация; «зеленая» сертификация Для цитирования: Мишулина С.И. Проблемы «зеленой» сертификации сектора размещения // Сер- вис в России и за рубежом. 2021. Т.15. №4. С. 5–17. DOI: 10.24412/1995-042X-2021-4-5-17. Дата поступления в редакцию: 1 сентября 2021 г. Дата утверждения в печать: 13 октября 2021 г.
НАУЧНЫЙ ЖУРНАЛ СЕТЕВОЙ Mishulina S. I. Green certification issues in the accommodation sector Introduction Proven by theory and practice positive in- fluence of tourist companies’ efforts in the sphere of sustainable development on their fi- nancial, as well as social, and environmental per- formance [12, 14, 20] leads to an increase in the number of companies interested in effective tools for greening their own business. One of such tools is the sustainability (green) certification of goods and services, which implies environmentally friendly activities of the company and indepen- dent expert evaluation of its performance by a third party. The main goals of green certification – to reduce the negative impact of businesses on the natural environment and to gain a competi- tive advantage in the growing green markets [12]. Despite the high level of green certification institutional environment development, expan- sion of global and national certification systems network designed to not only assess the tourist businesses environmental performance but also to provide methodological and methodical assis- tance to companies in the development of their effective systems for environmental manage- ment, obvious public benefits obtained, the scale of green certification is not satisfactory. Low activity of tourist business in this area is explained by the peculiarities of the tourist in- dustry, 90% of which are small and medium-sized businesses that face financial, human, infor- mation, time, and other resources constraints. Many foreign authors analyzed motivation, incentives, and barriers for green certification, in- cluding large-scale cases on specific tourist desti- nations and countries [11; 14–17]. There is a limi- ted number of articles covering this topic in Rus- sia [3; 9]. Meanwhile, the tourist business green- ing converted from a trend into a mandatory re- quirement for successful operation in highly com- petitive tourist markets. The article analyzes the processes of green certification in the Russian accommodation sec- tor. The conclusion is made about the low level of this greening tool application. Incentives and bar- riers to certification are identified. Environmentally sound accommodation concept The ideas of greening the hotel business first appeared in the 80s of the last century with no further development both due to the tradi- tional perception of the hospitality industry as an environmentally friendly type of activity and the unwillingness of the tourist industry entities to change the development paradigm and to the lack of developed theory and institutional condi- tions for tourism greening, lack of available green technologies. Low green consumer demand from travelers also played an important role. However, the idea is still alive, gradually at- tracting followers all over the world as environ- mental issues get worse. In 1995, the American company Green Suits International proposed the EcoRooms concept, which implies the arrange- ment of a market niche for environmentally friendly hotels, promoting services aimed at con- sumers consciously choosing environmentally friendly products and technologies. Further broadening of sustainable development concept, reassessment of tourism role in global economy greening by international institutions together with technological innovations, mainly in energy, construction, materials manufacture, waste dis- posal, etc. led to an expansion of green technolo- gies, their adjustment to the tourist industry needs and the emergence of environmentally friendly hotels. Currently, the science literature and tourist industry marketing activities apply a variety of terms to define environmentally friendly accom- modation establishments: sustainable hotel – the term is used mainly in documents of international tourist and envi- ronmental institutions, as well as foreign science literature, and means accommodation establish- ments aiming to achieve sustainable develop- ment goals, i.e. corresponding to the concept of the Triple Bottom Line or triple P: planet – people – profit; green hotel – the term is used in official documents of international, governmental, and
В РОССИИ И ЗА РУБЕЖОМ СЕРВИС Т. 15, No. 4 (96) 2021 non-governmental institutions, science articles, and accommodation sector marketing activities and means environmentally friendly properties whose managers are eager to institute programs that save energy, water, and other resources, re- duce all types of waste to help protect our Earth while saving money (definition of the Green Ho- tels Association). These are accommodation es- tablishments operating in compliance with the UN principle – profitable business is environmen- tally friendly business. Major focus is on environ- mental and economic aspects of the activity with less attention paid to social and cultural ones (ASEAN Tourism Standard 2007). Nevertheless, some authors, as well as many certification sys- tems for green hotels, are more often included in the list of criteria for assessing the relationship with staff and local population; eco-hotel or environmentally friendly ho- tel is a term often used as a synonym for a green hotel [2; 8] to define an environmentally sustain- able accommodation establishment that made important environmental improvements to its operations to minimize its negative impact on the environment. In the most successful, in our opi- nion, definition, an eco-hotel is understood as an accommodation establishment functioning under the principle of environmental responsibility and application of environmentally friendly technolo- gies. This definition allows using the term eco-ho- tel as a synonym for a green hotel. Still, it requires a description of the environmental responsibility concept. In science literature and marketing often, and in our opinion for no good reason, eco-hotels are associated with eco-tourism only [2; 8]. Eco- hotels are understood as wooden houses or other light structures located in unique natural com- plexes. However, they may not have any other environmental or sustainability characteristics (resource-saving, waste management, etc.). The location of accommodation establishments in protected areas in our opinion does not automa- tically make them environmentally safe and does not provide sufficient reason to consider them as such. Moreover, analysis of certified eco-hotels registers reveals that many of them are located in historic centers of large cities, i.e. are not related to nature tourism. In our opinion, the location doesn't matter. It is important how they interact with the environment. It should be also consi- dered that the construction of hotels in protected areas or unique natural complexes is usually pro- hibited or limited by strict rules, therefore the ho- tel location in a protected area may indicate its noncompliance with eco-hotel criteria. To ensure the reliability of accommodation establishments environmental characteristics, some authors consider it necessary to include in the definition the availability of environmental certification by an independent third party or the state of their location. In this case, the number of green hotels will be greatly reduced and limited only to certified hotels, and the definition will look as follows: “green accommodation establish- ments – accommodation establishments certified for compliance with the hotel business green standards and possessing relevant supporting documents”, since obtaining a certificate as- sumes that the accommodation establishment complies with strict environmental criteria. At the same time, the availability of numerous interna- tional and national systems for voluntary certifi- cation (according to some estimates – more than 800), differing both in the set of assessment cri- teria and strictness of data verification proce- dures, immediately raises the question – which of the certificates allow considering accommodation establishments as green and which do not. There is another aspect of this issue. Stu- dies of guest satisfaction dependence on the ho- tel's environmentally responsible behavior indi- cate that there is no positive connection between the availability of the hotel's green certification and the level of guest satisfaction [23]. As a rule, guests are not aware enough of certification sys- tems and differences thereof, they do not under- stand the variety of hotel eco-labels. At the same time, there is a variety of relatively inexpensive green practices, which become obvious to guests upon proper communication thus ensuring the in- crease of guests' satisfaction and loyalty [20].
НАУЧНЫЙ ЖУРНАЛ СЕТЕВОЙ Mishulina S. I. Green certification issues in the accommodation sector Certification feasibility is questioned not only by representatives of small businesses in the hospitality industry (as evidenced by the low share of certified small hotels and other types of accommodation establishments) but also by some professional associations of hoteliers. For example, the Green Hotels Association operating since 1993 (USA, Canada), without denying the need for greening the hotel sector as well as the entire tourist industry, considers certification op- tional, since it is expensive, takes a lot of time and effort, requires regular confirmation and a certain level of hotel guests’ awareness. Booking.com polls of 2019 showed that 72% of travelers around the world are unaware of special eco-la- bels for accommodation establishments1. There- fore, it is considered more reasonable to spend money not on certification but real greening of the tourist product, although the benefits of free certification, offered for example by a destination or some certification systems, are not denied. If the greening goal is to reduce the negative impact on the natural environment by increasing effec- tive resource use and competitiveness, no certifi- cation is needed to achieve it, since its function is to ensure the acknowledgment of stakeholders (primarily the tourists), which can be obtained in other more effective ways. Under certain conditions, green certifica- tion can be used as a competition tool or protec- tionist practice to place barriers to enter the hotel market in a particular region. Green certification systems for accommodation establishments The methodological framework for almost all existing certification systems is the interna- tional environmental management standard ISO 14001 adopted by the International Certification Organization in 1991. Some countries developed and adopted their standards, for example, BS 7750 in the UK, CAN-CSA Z 750-94 in Canada, EMAS in the European Union, other countries 1 Refer to Booking.com Sustainable Report 2019. URL: https://global.news.booking.com/bookingcom-reveals-key-findings- from-its-2019-sustainable-travel-report (Accessed on 27.12.2020) 2 GOST R ISO 14001-2016 “Environmental management systems. Requirements and application guide”. URL: docs.cntd.ru›document/1200134681 (Accessed on 28.10.2019) adjusted international standards to national con- ditions. In Russia, there is a Russian version of the standard – the national standard GOST R ISO 14001-2016 Environmental Management Sys- tems. Requirements and Application Guide. The purpose of the standard is to provide a systematic approach for business management to target a decrease of negative impact on the natural environment and response to changing environmental conditions for operation with ac- count to social aspects2. The standard applies to any field of business. Adoption of this standard enabled industry certification systems development, including the tourist industry. In the accommodation sector, which assumes the presence of buildings, inter- national green standards of eco-development are widely used at the design and construction stage: English BREEAM, American LEED, German DGNB, etc. In our country, about a dozen hotels are cer- tified for compliance with these standards. Thereby, a simplified version of the certification adjusted to specific Russian conditions was usu- ally applied. The procedure included compliance assessment not to all the standard criteria but only to a part of them, for example, ensuring ac- cessibility for people with limited mobility. Such practice was applied to the Olympics 2014 facili- ties. The reason is in the standards not adjusted to Russian legislation and business conditions, as well as the high certification cost. In Russia, there are currently three national certification systems for real estate assets ad- justed to the Russian regulatory framework. The first one, the Russian system for voluntary certifi- cation of real estate assets Green Standards has been implemented since 2011. It emerged and developed mainly due to the implementation of major investment projects for sports and other facilities construction related to the 2014 Winter Olympics, the 2018 FIFA World Cup, and other similar international events held in Russia. The
В РОССИИ И ЗА РУБЕЖОМ СЕРВИС Т. 15, No. 4 (96) 2021 second is STO NOSTROY Green construction. Re- sidential and public buildings. The rating system for the environment sustainability assessment. The third is the GREEN ZOOM system, established in 2014 with account to foreign experience (BREEAM and LEED) and assessment criteria rele- vant to Russia and Russian design and construc- tion practice, and regulatory documents. The most famous international systems for accommodation establishments green certifica- tion are Green Leaders, Green Key Global, Green Global International, Energy Star (for any busi- ness, but there is a department dealing with ho- tels, and since certification is free and special at- tention is paid to small business, it is popular with accommodation providers); Green Seal, Audubon Green Lodging Program, Green Tourism, Travelife (Sustainability in Tourism), Earth Check, Sustain- able Tourism Eco - Certification Program, etc. In addition to global environmental certifi- cation systems and programs, there are nume- rous national systems. The only internationally recognized system for green certification in Rus- sia is the Life Leaf established by Ecological Union non-profit organization with headquarters in St. Petersburg. The Life Leaf standards are based on the assessment of the product life cycle and com- ply with ISO 14024. The system is registered with the Federal Agency for Technical Regulation and Metrology (number ROSS RU.U1082.04ЧГО1). They developed the standard STO-56171713-007- 2015 Accommodation Services. Environmental Safety Requirements and Assessment Methods. At the end of 2019, one Russian hotel located in the center of St. Petersburg – Garden Street (OOO Sadovaya 8) – was certified for compliance with the standard. Some private consulting companies in Rus- sia provide services for real estate greening, in- cluding accommodation establishments, such as OOO Green Office with BREEAM and LEED-certi- fied staff specialists (certification of the Russian Seasons Hotel in Sochi). There appear non-profit 3 Green Key official web-site information. URL: greenkey.global (Accessed on 28.10.2019) 4 Traveleife official website data. URL: https://travelifesustainability.com/ 5 Green Tourism official website data. URL: https://www.green-tourism.com public organizations offering certification services for accommodation establishments as well. In general, it should be noted that there are very few certified green hotels in our country, and these are usually hotels operating under the brands of international hotel chains, such as So- kos, Cronwell, Radisson (including the Park Inn brand). Figure 1 represents the map showing the current location (as of April 2021) of green hotels certified for compliance with the Green Key standard. The system recorded only certified 25 hotels in Russia (in November 2019 there were 9)3. Of these, two are independent. Barriers to Accommodation Establishments Green Certification It should be noted that, despite the great interest in the issues of the hospitality industry greening, efforts made by international and na- tional industry and environmental organizations, the share of certified green accommodation es- tablishments remains low. Due to the abundance of certification systems, restrictions on access to up-to-date statistics, and dynamic data changes, it is difficult to estimate the total number of cer- tified hotels, but it is possible to get a certain idea of their share by comparing the data of the most famous green certification systems with the UNWTO statistics on the number of accommoda- tion establishments. Thus, the Green Key system official website, which operates mainly in Europe, gives the following figures: the total number of registered system participants is 3,200 (growth since 2019 – 3.2%) representing 65 countries (growth since 2019 – 14%), 3,447 establishments certified (growth since 2019 – 79.3%)3. Travelife: 17,000 registered accommodation establish- ments in 50 countries; 1,500 certified4. Green Tourism – 2,000 registered members5. The Euro- pean Eco-Management and Audit Scheme (EMAS) developed by the European Commission for com- panies and organizations to assess, report, and im- prove their environmental performance certified 3,838 organizations as of September 2020. At the
НАУЧНЫЙ ЖУРНАЛ СЕТЕВОЙ Mishulina S. I. Green certification issues in the accommodation sector same time, the EMAS Register as of January 28, 2021, includes less than 80 hotels and similar ac- commodation establishments.6 Green Global pro- vides a list of certified hotels for each country, not indicating the total number either by country or as a whole. Data analysis allows us to conclude that 221 accommodation establishments are cer- tified under the scheme. Fig. 1 – Location of hotels certified for compliance with the Green Key green standard7 Analysis of the above data allows us to con- clude that the number of certified green hotels is not comparable to the total number of accommo- dation establishments registered in European countries – 212,408 (Eurostat data) and with the most optimistic estimates is no more than 5-10%. The figures of G.K. Abdramanova confirm this. Ac- cording to her data for 2015 based on the Global Sustainable Travel Council information the ave- rage share of certified green accommodation es- tablishments in Europe is 6.2%. The highest is in North America – 10.1% and the lowest – in South America – 2.7% [1]. According to the TRAN Com- mittee – European tourism the share of small businesses in accommodation establishments certified for compliance with green standards is 6 EMAS and the tourism sector case study. URL: https://ec.europa.eu/environment/emas/pdf/other/EMAS-casestudy- tourism-V3.pdf 7 Source: Green Key Global official website. URL: https://www.greenkey.global.com/ even lower – 1% [10; 22]. The main reasons have already been men- tioned above. This is, first of all, high cost, time and labor efforts. So, the cost of LEED certifica- tion varies from $300 to $20,000, Green Seal starts from $1950 and goes higher with the certi- fication level and the number of rooms in the ho- tel. The cost of Green Global certification de- pends on the size and location of the accommo- dation establishment and starts from $750 per year. Green Key – $600. Travelife – from $800 for a two-year membership. The requirement for a regular certificate verification makes expenses fixed and significant. Small accommodation es- tablishments cannot afford such expenses, given that greening requires additional costs for green
В РОССИИ И ЗА РУБЕЖОМ СЕРВИС Т. 15, No. 4 (96) 2021 technologies introduction. For reference, the Energy Star program providing services to small businesses for free has over 25,000 members8. Conducted in the past decade studies for the certification impact on economic perfor- mance, such as productivity growth, sales vo- lume, tourist flows, and prices, do not allow for reasonable conclusions. Depending on the re- search methodology applied, the region, the busi- ness model chosen by the hotel, and other fac- tors, the authors note both positive and negative impact or lack of correlation. The certificate itself does not provide an increase in prices, which to a certain extent explains the hotels low participa- tion rate in certification programs. At the same time, researchers agree that green certification could turn into an effective tool for tourism greening if additional revenues generated by the growing demand of environmentally responsible travelers and increased loyalty of financial and governmental stakeholders will exceed the certi- fication costs [12]. A significant driver in demand growth for environmentally friendly tourist goods and ser- vices (including those certified) is the traveler’s awareness of environmentally friendly accommo- dation activities, regardless of the sources for such awareness. Information about the business corporate social responsibility obtained during the search and selection of accommodation es- tablishments, awareness of certification, or previ- ous experience of staying at a hotel play a signifi- cant role in the willingness to pay [13]. In these conditions, the development level and effective- ness of the company’s existing communication system with travelers, aimed at informing them about the sustainable practices being imple- mented and involving them in activities to reduce the environmental footprint of tourism, is of par- ticular importance. The search to explain such a widespread of results lead to the need to study the motivation of travelers environmentally responsible beha- vior and their willingness to pay for the environ- 8 Energy Star official website data. URL: https://www.energystar.gov mental safety of their own journeys. Sociological surveys regularly performed by the largest travel platforms such as Booking com, indicate an increase in the declared willingness to pay. At the same time, real consumer behavior may differ significantly from the declared one, which re- quires further in-depth research. The authors note that, despite a significant increase in theo- retical studies and cases revealing the essence of socially responsible consumer behavior in the last decade, they remain discrete [21]. There are very few such studies, as well as case studies, in Rus- sia. A series of research by N.I. Matova presenting the results of studies for environmental responsi- bility level of Russian tourists may be noted [4-6]. In the local environment, it is not always legiti- mate to refer to the conclusions of foreign re- searchers. Some results show that the behavior of the same travelers may differ, for example, de- pending on their location: in their own country, English and German tourists tend to show a greater commitment to sustainability than while on holiday in the Mediterranean [12]. In any case, the connection of the certification positive percep- tion and the level of environmental consciousness can be deemed proved [19]. Domestic tourists show low awareness of the tourist industry impact on the natural environment, existing green prac- tices, goals, and certification procedures, which does not promote activities to increase domestic hoteliers’ sustainability. A serious barrier to the widespread use of green certification processes is the lack of assu- rance among small and medium-sized businesses in the economic feasibility of greening and certi- fication. According to the tourist enterprises sur- vey results [18], the latest green technologies do not always and not immediately bring the ex- pected benefits. Figure 2 shows the share of re- spondents who have implemented the relevant technologies and the share of those who consider the implemented technologies beneficial for the enterprise [18].