The Role of Public Relations in Achieving Environmental Sustainability in Hotels

Document Type : Original Article

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Faculty of Tourism and Hotels, University of Sadat City

Abstract

In light of the increasing international interest of public relations (PR) in the hospitality industry, this research was conducted with the aim of investigating the role of public relations in supporting and developing sustainability in hotels. For this purpose, an empirical study has been conducted on a sample of the marketing department which includes (public relations) PR in five-star hotels at Greater Cairo to identify the impact of Public Relations PR on environmental sustainability. The study also assessed the practices of public relation PR and environmental sustainability in hotels. This study applied close-ended questionnaires (questions) on the participants of the study to gather credible information collect data regarding on the role of public relation in supporting and developing sustainability in hotels to understand how public relations influences hotel environmental sustainability. The finding demonstrate that public relations significantly and positively impact environmental dimension receiving the strongest influence. Public relations exhibit the strongest impact on environmental sustainability efforts, with a particularly high path coefficient (0.924). Successful initiatives include collaboration with environmental organizations (mean: 4.17) and encouraging water conservation practices among guests and staff (mean: 4.16). Nonetheless, areas such as waste management and recycling (mean: 3.67) and the use of eco-friendly products (mean: 3.81) require more attention. These findings emphasize the importance of expanding environmentally responsible practices to align with global sustainability standards.

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