Content Analysis of Website Disclosure of Sustainability Initiatives and Practices by Ecotourism Kenya’s Eco-Rated Hospitality Establishments

Abstract

Globally, there has been increased attention and focus on ways in which the hospitality industry can contribute to sustainability in terms of environmental, social economic and cultural dimensions. In Kenya, the Ecotourism Kenya (EK) oversees the Eco-rating certification programme for hospitality establishments aimed at promoting sustainability and responsible tourism. Over the years, hospitality establishments have used diverse media to communicate the initiatives and practices to their stakeholders. It is argued that the popularity of the internet makes it a preferred media to communicate sustainability initiatives in addition to maintaining business success. There has been limited empirical attention however on Kenya’s eco-rated hospitality establishments’ websites in relation to their disclosure of sustainability related information. This article is based on an analysis of 76 EK eco-rated hospitality establishments’ websites. The study objective was to analyze information disclosed by the eco-rated hospitality establishments in relation to the three pillars of sustainability: environmental, socioeconomic and cultural aspects. A research strategy based on content analysis technique of websites was undertaken and the websites were visited on several occasions between Mid-July to Mid-September 2024. Only information available for the general public in the corporate websites were considered. A research instrument was developed based on the three aspects. Content validity of the study instrument was ensured through expert review and inclusion of industry guidelines on sustainability. Reliability was ensured through triangulation. The descriptive research design informed the study where the collected data was subjected to descriptive statistical analysis techniques mainly frequencies and percentages. The cultural aspects received the highest disclosure (87%), environmental aspects (85%) while socioeconomic aspects received the least disclosure in majority of the websites (65%). The initiatives are also not explicitly visible upon access to most websites homepages and therefore limited guarantee for visibility individuals visiting the websites. The study concludes that even though eco-rated establishments disclose their sustainability initiatives in their websites, there is need to incorporate more information especially on the socio-economic aspects. The establishment should make the information easily accessible as a way of improving Kenya’s online visibility as a sustainable tourism destination.