About the project
The "Acceptance of tourist accommodation providers' sustainable communication" project is aimed at supporting young scientists in conducting scientific research by financing the costs related to the collection, processing and analysis of empirical data, including disseminating the results of the research in the national and international scientific community and among residents and entrepreneurs operating in the Metropolis GZM area.
The primary objective of this research task is to identify key areas that influence consumer acceptance of communication on sustainable development activities undertaken by tourism enterprises offering accommodation services. It aims to develop a model for the acceptance of sustainable development communication by tourism enterprises and to verify the assumptions of the conceptual model.
Previous studies in this area are scarce and tend to be partial, making it difficult to properly contextualize the problem in theory and providing no guidance to businesses on how to effectively communicate their sustainability efforts. This study aims to take a holistic approach to identifying factors that influence consumer acceptance of sustainability communication, thereby addressing the identified gap.
The research task will be conducted by dr inż. Paulina Rutecka, and involves the following activities:
- analysis of relevant literature (national and international) covered by the research task;
- development of original scientific research on the intertemporal preferences of residents of Metropolis GZM;
- preparation and analysis of statistical data collected as part of the research task;
- presentation of research results at renowned national and international scientific conferences;
- preparation of a scientific paper presenting the results of the research;
- popularization of research results among residents of Metropolis GZM (e.g., in the form of public lectures, participation in popular science events, etc.).
The project coordinator is dr hab. Monika Foltyn-Zarychta, prof. UE. This project is part of the "ECOnomics4Climate III" cluster project implemented by Prof. Foltyn-Zarychta, with the support of Internationalization.
The "Acceptance of tourist accommodation providers' sustainable communication" project has been co-financed by the Metropolis GZM within the framework of the "Metropolitan Science and Education Support Fund" program for years 2022-2024. The total grant amount is PLN 33,930.00.
Project implementation period: March – November 2025.
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Conducted research and publications
Key findings from the research:
- Sustainability and service quality: Consumers do not view eco-friendly measures as something that detracts from the quality of their stay; on the contrary, high service quality is strongly correlated with satisfaction and acceptance of sustainability-related messages.
- The role of trust and empathy: Trust is a key factor in shaping perceptions of service quality. Empathy in communication (building relationships, engaging guests) significantly enhances this trust.
- Attitudes of the Metropolis GZM residents: Research has shown that residents of the Metropolis GZM view messages about sustainable development positively, suggesting that there is significant potential for the transition of the region towards a "green economy" with public support.
- Education through communication: Environmental awareness strongly influences a sense of moral obligation (personal norms), which in turn shapes purchasing decisions. This highlights the need for companies to engage in communication that is not only promotional but also informational
To meet the project’s requirements regarding the dissemination of research findings in the form of academic publications, two academic papers have been prepared and submitted:
- Acceptance of Tourist Accommodation Providers' Sustainable Communication – under review in International Journal of Contemporary Management (ISSN: 2449-8920). Manuscript ID IJCM-2025-0018.R2, MNiSW points: 70.
- Metropolis GZM Residents' Acceptance Of Sustainability Messaging From Accommodation Providers – submitted for publication in Scientific Papers of Silesian University of Technology – Organization and Management Series (ISSN 1641-3466; ISSN 2720-751X), MNiSW points: 70.
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