The Importance of Changing Perspectives: Non-EU Ecolabel-Certified Establishments in the Hospitality Industry

This study investigates how non-Ecolabel-certified establishments in the EU view the role of certification in the hospitality industry. The authors identified the strengths and weaknesses of the EU Ecolabel through structured questionnaires sent to both Ecolabel-certified and noncertified establishments in Piedmont, Italy. The originality of the study lies in the fact that the analysis was carried out mainly on establishments that have chosen not to adopt the certification. Their point of view is the most useful for gaining an understanding of the phenomenon, identifying effective initiatives, and investigating customers' perceptions. The findings contribute to the literature by providing a new perspective on non-Ecolabel establishments. From a managerial perspective, the study provides interesting insights for institutions and policymakers regarding the management and potential impacts of ecolabeling in the tourism sector, as well as the important factors to be considered by establishments in their marketing strategies.