Figure 3.

1: Geographical Location Map of Hawassa city (Adopted from Asfaw, 2018)

3.2.1 Lewi Resort and Spa

Lewi resort is located on southwestern shore of Lake Hawassa. It is one of four star resorts in the
city. The room rate range from 62 USD to 314 USD. It is ideally located on southwestern side of
the city and it offers easy access to amora gedel and famous fish market sightseeing. The main
services available in Lewi resort are: Accommodation service, food and beverage service, full
spa service, meeting/conference halls, children’s playground, mini golf, boating service, city tour
service, cultural bar and restaurant service, storytelling, souvenir shop. The resort's bungalow
rooms are combined with traditional and modern style. The resort built in complete
synchronization with the natural surroundings. Facilities indoor perfect restaurant with selection
of western and local dishes, beautiful garden dining place have spectacular view of the lake
(Matusala, 2018).

Picture 3.1: Lewi Resort and Spa, Hawassa

Source: (Field observation, 2019)

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3.2.2 Haile Resort, Hawassa
Haile resort is situated on south eastern shore of Lake Hawassa. The resort provides spacious and
superior facilities in luxuries ambience. The glowing 114 rooms have the breathtaking view of
the lake and also enjoy well designed garden view. Facilities are elegantly designed modern and
traditional restaurants presents wide range of European and Ethiopian cuisines, accommodation
services, 24 hours hospitality services shopping arcade, souvenir shop beauty salon, children
play ground, sport and leisure amenities such as outdoor swimming pool, children swimming
pool fitness center, spa table tennis, boating service to visit hippos (Matusala, 2018).

Picture 3.2: Haile Resort, Hawassa

Source: (Field observation, 2019)

3.2.3 South Star international Hotel

South star international hotel (SSIH) is located in Hawassa city, misrak sub city and it was
officially inaugurated on 21st of September 2013. It is one of the four star hotel. It
accommodates 114 bed rooms. Minimum price of the room is 59 USD (standard rooms) and
maximum price level is 150 USD (family rooms). The main services obtainable in the South star
international hotel are: Accommodation service, food and beverage service, Spa service (steam
bath, sauna bath, Jacuzzi and swimming pool), meeting/conference halls (Matusala, 2018).

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South Star international hotel has a huge expansion project which is in the finishing track and
this project lands on a three times wider than the existing hotel. Different high class capacity
halls which can accommodate from 500 to 2000 people at a time, night club, Olympic size
swimming pool, standardized gymnasium and spa are additional outlets of this new emerging
project.

Picture 3.3: South Star International Hotel

Source: (Field observation, 2019)

3.2.4 Ker-Awud international Hotel

Ker-Awud international hotel is one of a down town hotel, located in Piazza, in front of city
center. It is also a four star hotel. Room rates range from 37 USD to 150 USD. The services that
are available in the hotel are: Accommodation service, food and beverage service, cultural
restaurant service, spa services (steam and sauna bath, Jacuzzi). The good looking second floor
restaurant provides a selection of western and local dishes and it is very vibrant to reside.
(Matusala, 2018).

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Picture 3.4: Ker - Awud International Hotel

Source: (Field observation, 2019)

3.2.5 Central Hawassa Hotel

The hotel located in center of the town. Its star category is four. The room rates range from 25
USD to 150 USD. The main services obtainable in the South star international hotel are:
Accommodation service, food and beverage service, Spa service (steam bath, sauna bath, Jacuzzi
and swimming pool), meeting/conference halls, exodus southern Ethiopia travel guide, vol.2
(2018).It is perfect base for those who want to hike over mount tabor. It is the place where the
entire town and the surrounding environment can be seen from the terrace of the hotel (Matusala,
2018).

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Picture 3.5: Central Hawassa Hotel

Source: (Field observation, 2019)

3.3 Research Design

For the purposes of this study, descriptive research design was utilized. The main aim of
descriptive research is to provide an accurate and valid representation of the factors or variables,
occurrences and situation that are relevant to the research questions (Saunders et al., 2007).

In addition, this study employed a mixed method of research approach for various reasons.
Primarily, employing the combination of these methods can provide a better understanding of the
research problem and question (Creswell, 2003). It also allows to build the strengths of both
quantitative and qualitative data and then to combine these data into the interpretation of the
overall results (Creswell, 2003).

Creswell and Clark (2012) also come up with different merits of combining quantitative
and qualitative research approaches. Among others, these authors prioritized the logic of
triangulation as an important merit for the research. Triangulation according to them is the ability
to bridge the gaps left when using one dominant approach. Accordingly, the use of quantitative
approach helps to facilitate qualitative research and combining static and demonstrate features, to
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gain different perspective of the issues and to study different aspects of a phenomenon (Creswell
and Clark, 2012).

3.4 Target Population

The target population for this study was managers and employees of the four-star Hotels and
Resorts, Local communities, Environmental protection agency and Culture and Tourism officers
of Hawassa city. Currently, according to Ministry of Culture and Tourism (2018) report, there
are two Resorts and three Hotels that have got a level of four star in Hawassa city, these are :
Haile Resort, Lewi Resort and Spa, South star international Hotel, Ker- Awud international Hotel
and Central Hawassa Hotel. This study targeted only on four star Hotels and Resorts because, it
is underlined by previous study that the size of the companies has an effect on the
implementation of sustainability practice because of their high business capacity in day to day
operation than that of smaller companies (Asnake, 2016). In this regard, four star Hotels and
Resorts which are supposed to have a high rate of implementation of environmental and social
sustainability practice in their business operation were identified.

3.5 Sampling Techniques and Sample Size Determination

3.5.1 Sampling Technique

For the purpose of this study, both probability and non-probability sampling designs were used.
Out of the various types of non-probability sampling techniques, purposive or judgmental
sampling technique was used to collect qualitative source of data. Purposive sampling requires
selecting participants who are knowledgeable about the issue in question, because of their sheer
involvement in and experience of the situation (Kothari, 2004) and also it is believed that they
will meet the needs of the study and give vital information for the study.

The researcher collected qualitative data from general managers of each of four star Hotels and
Resorts (5) by face to face interview. The researcher believed that the general managers of the
selected Hotels/Resorts possess the knowledge of all the business policies and practices that
related to environmental and social sustainability.

Key informants having an immense knowledge were selected based on purposive and snowball
sampling techniques. Overall, 9 key informants were interviewed. These are: two of Hawassa

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city culture and tourism officers, two of Hawassa city environmental protection bureau officers,
five local community representatives. Local community representatives purposively selected
from five kebeles as that the study hotels and resorts are situated.

In addition, for quantitative source of data collection by questionnaire (from the hotel
employees), simple random sampling design was used.

3.5.2 Sample Size Determination

Mike Slovin (1960) developed three options of determining sample size from large population
and becomes representative possible sample size. In this option the sampling error was decreased
from ± 10%, ± 7% to ± 5%, so as to get the middle sample size options 2 is more appropriate.
Hence, the researcher utilized sample size error ± 7%. Since questionnaire was not the only and
the dominant method of data collection in the study, considering this sample size could not have
any negative impact on the credibility of evidences and the total quality of the study. According
to human resource managers, there are 964 employees are working in five of four star hotels and
resorts in Hawassa city. By using the Mike Slovin (1960) formula, sample error: ± 7%, then the
sample size was calculated as follows:

n = N / 1 + N (e) 2

Where: N = Population Size, n = Sample Size, e =Error tolerance

n = 964/1+964(0.07)2
=964/1+964(0.0049)

=964/5.72

n=169.

Hence, 169 sample employees were selected from five four star hotels and resort for this study.
The sample size of each hotels/resorts is proportionate to the total sample population. So, 169
employees were proportionate to five four star hotels, based on the Kothari, (2004) formula
shown below:

ni= n×Ni÷N

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Where, ni is category (proportional) sample, Ni is category population, n is sample size, and N is
study population.

Table 3.1: Name of the Hotels/Resorts and number of proportional sample respondents

No Name of four star Hotels Study Sample Category Proportional

and Resorts population: size: n population: sample: ni
N Ni
1 South star international Hotel 964 169 225 39(23%)
2 Ker- Awud international 964 169 120 21 (13%)
Hotel
3 Central Hawassa Hotel 964 169 136 24(14%)
4 Haile Resort 964 169 291 51 (30%)
5 Lewi Resort and Spa 964 169 192 34 (20%)
Source: HR managers of the 4 star hotels/resorts in Hawassa city.

Then, equal chance was given to the respondents that help to avoid sampling bias problem by
using simple random sampling method.

3.6 Sources of Data Collection

For purpose of this study, both qualitative and quantitative data from primary and secondary
sources were used.

The Secondary source of data was collected from detailed review of literatures related to the
topic, which include: National Journals, International journals, Information on internet, and
different research papers. Secondary sources of data provide the base for identifying the
domain, selection, designing and inclusion of various measuring variables for the study
(Creswell, 2003).

The primary data was collected from hotel employees by both close and open ended
questionnaire and also qualitative data collected from hotel general managers, Local community
representatives, Hawassa city environmental protection bureau officers and culture and tourism
officers through semi structured interview.

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3.7 Data Collection instruments
The following data collection instruments were employed to gather enough information for this
study.

3.7.1 Questionnaires
Saunders (2003) stated that a questionnaire is useful in obtaining objective data because
participants are not manipulated in any way by the study. In addition, questionnaires have the
more advantage of less cost and less time consuming (Saunders, 2003). Accordingly, both closed
and open ended questions were prepared for the hotel/resort employees. The survey was
undertaken to collect background information, the current practices and status of environmental
and social dimensions as well as related challenges of implementation of sustainability practice
in four star Hotels and Resorts.

Questionnaires were divided into four major parts. The first part deals with the general
characteristics of respondents and the second part focuses on environmental perspectives of
sustainable business practices in four star hotels and resorts. The third part comprises questions
about social dimensions of sustainable business practice in four star resorts of Hawassa city. In
addition, there is an open ended question provided in part four that about overall issue of socially
and environmentally sustainable business practices.

Totally, 169 questionnaires were distributed by the researcher. However, 13 questionnaires were
not returned.

3.7.2 Key Informant Interview

Interview was another data collection instrument used in the current study. Ackroyd and Hughes
J.(1981) pointed out that, interviewing is a conversation with the purpose and it provide a way of
collecting data and finding out about the things or occurrences that the researcher cannot observe
directly. Thus, the researcher conducted face to face interview with key informants. The main
reason for choosing the face-to-face interview was its relatively easier access to information
generation. Semi structured interview questions was forwarded to each key informant.

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3.7.3 Observation

Observation method of data collection is a systematic viewing, coupled with consideration of

seen phenomenon (Ackroyd & Hughes J., 1981). To gather basic information during field
observation, the researcher used camera to take pictures and wrote notes accordingly. It also used
to access equipment, materials, and others, that related to socially and environmentally
sustainable business activities of the hotels and resorts.

3.8 Methods of Data Analysis

The quantitative data were coded, organized and then converted to mean, frequency and
percentage forms by using SPSS software version 20. They were arranged in the form of tables
and charts. The percentage was entirely applied to describe results obtained from the
questionnaires. Data collected from interview were analyzed through listening, transcription and
reduction to units of relevant meanings and summarization. Data collected via field observation
were also analyzed in the form of texts and supported by pictures. Hence, all qualitative and
quantitative data was narrated under the analysis and discussion part of this study.

According to Pallant (2005); Sekaran and Bougie (2013) the level of each item was determined
in Likert scale as 1-1.80 reflected by “very low”, 1.81-2.60 reflected by “low”, 2.61-3.40
reflected by “moderate”, 3.41-4.20 reflected by “high”, and 4.21-5 reflected by “very high”.

3.9 Validity of the Study

Validity refers to the degree to which an instrument accurately measures what it intends to
measure (Cresswell, 2009). For any study, it is important, that the collected data is reliable and
truthful. In the data analysis process, the researcher attempts to ensure validity through
methodological triangulation method. Methodological triangulation involves using more than
one method to gather data, such as interviews, observations, questionnaires, and documents
(Denzin, 2006).

3.10 Data Reliability

One of the main requirements of any research process is the reliability of the data and findings.
In the main, reliability deals with the consistency and dependability of the results obtained from
a piece of research (Saunders et al., 2007). Conducting pilot test enhances the trustworthiness or

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validity of instruments. Based on inputs obtained from pilot test, questionnaires were modified to
satisfy the main objective of the study.

Therefore, before collecting data, the researcher conducted a pilot test in the study area. The
researcher found that pilot test was ideal to get confirmation that the respondents could easily
understand the questions or not.

3.11 Ethical Consideration and Confidentiality

A formal letter wrote from school of hotel and tourism management that explains the aim and
possible value of this research was given to the concerned bodies’ with a formal request for
approval to conduct this study. Then the questionnaires were distributed by the researcher, clear
instructions are provided. The purpose of the study was highlighted. As such the questionnaires
were not request any form of identification, such as name, phone number etc. The interviewees
were contacted in advance to obtain their permission to participate in the research. Also, all the
respondents of the study were assure that information received will be treated as confidential as
possible and will not be used for any purposes other than academic research.

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 CHAPTER FOUR

4. DATA ANALYSIS, INTERPRETATION AND DISCUSSION

4.1 Introduction

This chapter presents the results of the quantitative and qualitative data analysis as well as
discussion and their relation to previous studies as well as the literature review.

4.2 General Characteristics of the Respondents

Table: 4.1. Gender and Educational Background of the Respondents

Variables Frequency Percentage (%)

Gender Male 82 52.56
Female 74 47.44
Educational High school complete - -
Background TVET certificate 32 20.51
Diploma 74 47.44
Degree 48 30.77
Masters 2 1.28
Others - -
Source: (Survey data, 2019).

The total numbers of respondents were 156. As table 4.1 depicted, 82(52.56%) of the
respondents are male and 74(47.44%) of the respondents are females. This shows that the
numbers of male and female respondent employees are almost proportional. This indicates that
the gender equality is respected in the four star Hotels and Resorts of Hawassa city. Gender
equality is not just the concern of half of the world’s population; inclusive sustainable
development can be realized only when all human rights – including gender equality – are
protected, respected, and fulfilled (UNFCCC, 2012).

From table 4.1 one can also understand that, the maximum number of the respondents,
74(47.44%) are diploma holders followed by degree holders which counted 48(30.77%) of total

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respondents. While, 32(20.51%) of the respondents are TVET certified. Only 2(1.28%) of the
respondents are master degree holders. This result reveals that the current qualification
requirement for the employment in four star Hotels and Resorts of Hawassa city is more
depended on diploma holders followed by degree holders. So, the sample respondents are
professional and being aware of the environment and society as well as easily understand and
respond the questions that provided for the purpose of this study. By increasing awareness and
concern, education can encourage people to reduce their impact on the environment (Gabriela
and Schmitz, 2019).

Figure: 4.1. Work Experience of the Respondents

0
17.30% 20.52%
Below 1 year
1-5 years
6-10 years
62.18% Above 10 years

Source: (Survey data, 2019).

According to figure 4.1, the maximum percent (62.18%) of the respondents have 1-5 years of
work experience. Also, 20.50% of the respondents are worked less than 1 year and the remaining
17.30% of the respondents are 6-10 years experienced employees. The majority of the
respondents have worked for 1-5 years in four star Hotels and Resorts of Hawassa city, hence
they are familiar with hotels'/resorts' social and environmental related business practices of the
hotels to answer the given survey questionnaires properly.

4.3 Environmental Sustainability Oriented Business Practices in Four Star

Hotels and Resorts Operating in Hawassa City
The hospitality sector has historically had a dramatic environmental impact through energy and
water consumption, use of consumable and durable goods, and solid and hazardous waste
creation. Hotels consume energy for lighting, fuel and other power needs. Water is used for

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bathrooms, F&B, and laundry, as well as other general operations (irrigation, cleaning and
maintenance). Waste is generated by the disposal of paper, batteries, bulbs, furniture, equipment,
appliances and more.

4.3.1 Energy Management

From central operations such as boilers to lighting systems, kitchen equipment, and automated
energy management systems, hotels globally are working to reduce energy use while sustaining
and whenever possible enhancing the guest experience.

Table: 4.2. Energy Management Related Practices of the four star Hotels/Resorts and their
Relative Agreement by Respondents

Statement Relative agreement AM

SD D N A SA
F % F % F % F % F %

The hotel /resort uses high 20 12.8 41 26.3 7 4.5 79 50.6 9 5.8 3.10
energy efficient lighting
and equipment system
The hotel/resort remind 22 14.1 15 9.6 16 10.3 68 43.6 35 22.4 3.51
employees to turn off
unused lights
The hotel/resort uses 2 1.3 32 20.5 12 7.7 68 43.6 42 26.9 3.74
energy saving bulbs
The hotel/resort use key - - 42 26.9 - - 51 32.7 63 40.4 3.87
card plug -in system to cut
power when guests leave
the room
The hotel/resort regularly 26 16.7 34 21.8 24 15.4 39 24.9 33 21.2 3.12
collects data on energy
consumption and takes T=3.4
action to reduce it 7
Source: (Survey data, 2019).

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Note: 1=strongly disagree (SD), 2=Disagree (D), 3=Neutral (N), 4=Agree (A), 5=strongly agree
(SA), F=frequency of the respondents, GM= grand mean, AM= average mean

As it can be seen from the table 4.2, 88(56.4%) of the respondents are believed that the four star
Hotels and Resorts in Hawassa city use high energy efficient lighting and equipment system,
while 61(39.1%) of the respondents are recognized that the four star Hotels and Resorts not use
high energy efficient lighting and equipment system, the remaining 7(4.5%) of the respondent
employees are not decided. Hence, four star Hotels and Resorts of Hawassa city use high energy
efficient lighting and equipment system as one means of energy conservation at moderate level
(average mean 3.10). Similarly, the study conducted by Ali, et al. (2008) found that some
classified hotels had installed energy saving equipment is matching with this finding. Also, the
above finding was close to the results (58.1%) found by Erdogan and Baris (2007) in
Turkey. Moreover, this finding supported by the result of the study that conducted by Yalcintas
& Kaya (2009) pointed out that, energy conservation measures including energy-efficient
technologies reduce energy demand in hotel industry.

Interviews conducted with four star Hotels’ and Resorts’ general managers is also supported the
above finding. According to the response of the interviewed general managers, the Hotels and
Resorts use different energy efficient technologies and installed different equipment that are not
need more power to operate in the kitchen and other outlets. Some of the energy efficient
technological equipments that pointed out by the managers are: HVAC system, LED lighting
system, Standby power. As defined by three of the managers, LED (Light-emitting diodes) is the
type of the lamps that are emit power, more efficient and also requires low power.

With regard to turning off unused lights, as shown in table 4.2, the majority of the respondents
103(66%) are realized that the four star Hotels and Resorts remind the employees to turn off
unused lights, whereas 37(23.7%) of the employees are believed that the Hotels/Resorts does not
remind employees to turn off unused lights, while the remaining 16(10.3%) of the employees are
neither agreed nor disagreed. The average mean 3.51 clearly shows that, the four star Hotels and
Resorts of Hawassa city commonly inform their employees to turnoff unnecessary lights in order
to reduce energy usage. Correspondingly, Rahman (2012) conducted his study on energy
management practices of the hotels in USA and his finding show that, training staff to turn off
the lights when rooms are unoccupied, training staff to turn off air conditioners when rooms are

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