Abstract

The research aims to assess the extent of Green Business Standard implementation in hotels, determine the efficiency and effectiveness of Green Business Standard implementation in hotels, and define the influencing factors affecting GBSI in hotels. The research was conducted with 132 hotel representatives from six provinces and one municipality, five DoT officials, and 119 people who have experience of staying in hotels. Both quantitative and qualitative approaches were employed. To analyze the data, SPSS statistical tools were employed, including simple regression, multiple regression, and descriptive statistical tools. Content analysis was employed to analyze qualitative data. First, the Green Business Standard was implemented to a high degree in hotels regarding energy consumption with the use of efficient energy equipment, water consumption through efficient water materials and equipment, and air quality management, while the GBSI in hotels is low regarding the promotion of green products and local economic development, environmental protection, and local cultural promotion. Second, the practice of GBSI in hotels reduced water use, energy consumption, costs, and guest and profit margins. Third, the GBSI in hotels was predicted by customers’ support, government regulations, perceived benefits, hotel managers' or owners’ behavior, and staff support. Keywords: green business standards, efficiency, effectiveness, and influencing factors of GBSI in hotels