When sustainability meets practices of restaurateurs

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When sustainability meets practices of restaurateurs

A graduate research on the exploration of interventions which could advance the

sustainability enacted in restaurateur practices

Author:

Tara Petronella Maria Hoetjes

Student number:

00060846

Year of study:

2014-2015

Course:

Graduation VTM CU11839

Study:

HBO- Bachelor Vitality & Tourism Management

Academy:

Scaldis Academy

School:

HZ University of Applied Sciences

Graduation company:

Research Center for Coastal Tourism

Location:

Vlissingen, the Netherlands

Sector:

Tourism

Company Supervisor:

Mrs. M. Tempelman

( coordinator Research Center for Coastal Tourism)

Graduation Supervisor:

Mr. T. Derriks

Examiners:

Mrs. J. van Poppel & Mr. T. Derriks

Title thesis:

When sustainability meets practices of restaurateurs

Date of completion:

June

Year of publication:

2015

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This report is published with the permission of the Research Center for Coastal Tourism. All rights reserved. Nothing of this publication may be reproduced, stored in a retrieval system, or published in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of the authors.

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Foreword

Dear reader,

This research is an graduation thesis that is conducted on behalf of the Research Center for Coastal Tourism . The goal of the research was to explore interventions which could advance the sustainability enacted in restaurateur practices.

Currently, I am a fourth year student of the Vitality and Tourism Management study. All knowledge and experience gathered in these four years brought me to the point whereas I was able to conduct this research.

Special thanks goes to my supervisor Timo Derriks, who unconditionally supported me during every step in the process of this thesis. Because of his belief in my abilities I was able to push myself more I have ever done in my educational career.

Secondly, I would like to thank my company supervisor Margot Tempelman and the team of the Research Center for Coastal Tourism, they you gave me the ability to develop my professional competences during my internship at the Research Center for Coastal Tourism, which will serve as the basis for my future career.

Final thanks goes to my family and friends, who always encouraged me to step out of my comfort zone. Because of them, I am today the person who I want to be.

Enjoy reading this thesis, Tara Hoetjes

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Abstract

Research on innovation in the tourism industry is a recent topic. While especially the hospitality industry is characterized by its innovativeness, research upon the processes of change in this industry seems to be fragmented and undefined in its conclusions. Knowledge is lacking on what specifically drives innovation in the hospitality industry.

Researching the whole hospitality industry and its processes of change is too ambitious for this applied sciences research. Therefore there is chosen to specifically look at restaurants. This choice is supported by the fact that it seems that the hospitality industry is a means by which societies change, grow, renew and reproduce themselves. Since restaurants are focusing more than ever on implementing green and pure strategies, sustainability is incorporated into restaurants, but how it is incorporated is different per restaurant.

The objective of the research was to identify possibilities of change in practice of restaurateurs, which can lead to interventions that will enhance a sustainable destination development in Vrouwenpolder. The tourism oriented destination Vrouwenpolder was taken as a case study since the client , The Research Center for Coastal Tourism, runs a current project in Vrouwenpolder where the aim is to create a sustainable and vivid village with an inclusive society.

The main question in this research was:

‘Which deliberate interventions could advance the sustainability enacted in restaurateur practices?’ For the identification of interventions, a qualitative research is conducted in which practices of

restaurateurs in Vrouwenpolder were set off against ideal practices performed in other destinations. Per sub question different research methods were used in order to give a relevant answer, which resulted in three steps: mapping the target practice , exploring similar ideal practices, and framing the target practice. For the first step desk researched is performed and there was spoken to experts in which resulted in a list of activities performed by restaurateurs, aimed at sustainability. The second step was conducted by open interviews with restaurateurs, considered them as pioneers in implementing sustainability in their business processes. The third step open interviews were conducted with restaurateurs in Vrouwenpolder to map the target practices.

The analysis of the results was conducted on the hand of the social practice approach, and resulted into recommendations for advancing the sustainability enacted in restaurateur practices. It seems to be that primarily the meaning within a practice is decisive in whether sustainability is enacted or not.

While this research was focused on unfolding opportunities for changes in business processes of restaurateurs, the exploration on using the social practice theory as a means in which those processes can be unfolded cannot be undermined. Further research on the social practice approach is

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1. Introduction

The world in which the tourism industry is operating is rapidly changing. There is an increased focus on innovation within firms and destinations in order to stay competitive and thrive in the global tourism industry (Mei, Arcodia & Ruhanen, 2012). Innovation in this particular industry is not a new phenomenon; the tourism industry has always been characterized by innovativeness. Think of the groundbreaking innovativeness at McDonald’s. It seems that McDonalds transformed the whole idea of the organization of food provision to such an extent that the concepts developed served as inspiration, and still is influential, for the whole catering sector (Hjalager, 2010, p.1). However, a review of Anne-Mette Hjalager on research of innovation in the tourism industry shows that there is little knowledge on innovation processes particularly in tourism, while it can be very meaningful in order to understand the economic dynamics of the sector (Hjalager, 2010).

The focus on innovation in the tourism industry can derive from a competitive aspect. Because of the continuous changing needs and wants of specific target market segments, hospitality businesses are consistently forced to modify and update their concepts for long-term stability and profitability (Ottenbacher, 2007). Nevertheless, global environmental issues such as resource depletion, climate change and loss of biodiversity are pushing the earth’s boundaries also asking for sustainable and long term solutions in de hospitality industry.

Tourism is closely linked to the environment, as the natural environment and climate conditions are important in determining the viability and attractiveness of a region as a tourist destination (Dwyer, Mistilis, Roman & Scott, 2009). To illustrate this: a particular skiing destination with limited amount of snow, due to rising temperature levels, might be less attractive during wintertime for tourists. Or specific diving areas heavily affected by fishery may not be worthwhile a visit for diving activities. If innovation is believed to be needed to gain and maintain competitive advantages for destinations, current environmental developments may be required to be sustainable.

Tourism destinations can be considered as complex networks that involve a large number of co-producing actors delivering a variety of products and services (Haugland, Ness, Grønseth, & Aarstad, 2011). Tourists see those destinations as a whole, but each individual actor within a destination contributes to the level of experience per tourist or visitor. An specific important sector influencing the experience and advancement of a destination is the hospitality industry. There seem to be a relationship between practices of commercial hospitality and processes of urban regeneration (Bell, 2007). In other words; the hospitality industry is in a way of influence on the transformation of cities. Creating a sustainable intervention within a city or tourism destination may give a certain competitive advantage and can keep a tourism destination viable and sustainable.

Change towards more sustainable practices in the hospitality industry can be seen in existing practices. ‘Garbageless restaurants’ and restaurants that are providing in their own ingredients through greenhouses are popping up in cities; the ‘zero-waste restaurant’ in the city of Chicago and ‘Restaurant de Kas’ in Amsterdam are examples of how to innovate in a ‘green’, ‘circular’ or ‘social responsible’ way. Thereby, a limited group of restaurateurs in the Netherlands have been certified by ‘the Green key’ or ‘EKO Keurmerk’; certifications which include rules and regulations among sustainability in operations.

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The ideas and objectives of the Research Center for Coastal Tourism have multiple correlations with the dynamics on business organization innovations outlined above. The activities and projects of the Research Center represents the gathering, development and publishing of information and knowledge in order to stimulate innovation and enhance the quality and sustainability of the (coastal) tourism sector. A current project of the research center is ‘Sustainable village Vrouwenpolder’ and is focused on the creation of ‘a sustainable and vivid village with an inclusive society´. With an eye on this project, the tourism oriented village ‘Vrouwenpolder’ ( situated in the municipality of Veere, Zeeland), is taken as a case study for this research.

The following main question is drawn from the outlined background in combination with the chosen case study:

‘Which deliberate interventions could advance the sustainability enacted in restaurateur practices?’ The main question will be answered on the hand of the following sub questions:

1. What sustainable activities in company processes of restaurants are identified in existing literature and knowledge?

2. Which activities by restaurateurs could be identified that would allow integration of sustainability in practice?

3. To what extent could practices believed to be sustainable in terms of active integration of meanings, materials and competences?

4. How could the contemporary practices of restaurateurs in Vrouwenpolder be described in terms of meanings, materials and competences?

The objective of the research is to identify possibilities of change in practice of restaurateurs, which can lead to interventions that will enhance a sustainable destination development in Vrouwenpolder. Knowledge on innovation processes in tourism might give clarification on how to enhance ongoing destination development, and is of great importance for the client of this research, the ´Research Center for Coastal Tourism´.

Besides the fact that the research is interesting for the client and for sustainable destination development, there is another objective related to this research. In relation with ongoing PhD research, this research can be seen as an experiment in which the application of the social practice approach and its methodology is explored in applied sciences. The social practice approach is a social theory, and is developed as a means of systematically exploring processes of transformation and stability within social practices and between them ( Shove, Pantzar, Watson, 2012, p.1)

In order to guide the research and its related questions, the context of the research is given in chapter 2. In chapter 3 a literature study has been conducted exploring the topics on driving forces for change in the tourism industry, the roles of the hospitality industry at a destination and the social-practice approach as which resulted in the theoretical framework. The methodology is given in chapter 4, including the research design, data collection and the analysis of the data. In chapter 5 the results are discussed, which leads to a discussion of the results in chapter 6. In the final chapter the conclusions and recommendations are presented.

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2. Context of research

The Research Centre for Coastal Tourism, in Dutch ‘Kenniscentrum Kusttoerisme’ is emerged in cooperation with the HZ University of Applied Sciences and the NHTV internationaal hoger onderwijs Breda. The purpose of the center is to gather, develop and publish information and knowledge in order to stimulate innovation and enhance the quality and sustainability of the (coastal) tourism industry, focusing on the south-west of the Netherlands. Multiple events, workshops and courses are organized yearly to bring the all involved stakeholders together for the circulation on the specific knowledge of the sector. The Research Center for Coastal Tourism sees ‘knowledge’ as the motor or stimulus of innovation which informs entrepreneurs and municipalities and can serve for educational purposes. Next to the development of knowledge is the research center also very active in monitoring and evaluating projects concerning coastal tourism.

The south- west of the Netherlands is not the only region that deals with innovation in tourism. Research institutions, governments and entrepreneurs in the Netherlands, Europe and the world are working on the same topic to fill in knowledge issues that contribute to innovation. The knowledge developed elsewhere can possibly be vital for the economy and tourism industry in the south- west of the Netherlands. Therefore, cooperation with other areas and participation in knowledge networks is necessary: on regional, national and international level.

Existing knowledge is necessary to stimulate the quality of innovation, however The Research Centre for Coastal Tourism argues that there always need for new insights in relevant issues concerning the tourism industry. Research groups of the colleges, especially those of the HZ University of Applied Sciences and the NHTV international hoger onderwijs Breda, are developed by the research center to concentrate specifically on these issues and creating new insights for the stakeholders to make more innovative choices in the future and to stimulate the quality and sustainability of the touristic sector.

One of the currently running projects of the Research Centre for Coastal Tourism in stimulating sustainable development is the project of the village of Vrouwenpolder. The municipality of Veere, situated in the province of Zeeland, is an important touristic oriented municipality. Currently, the municipality is involved in many projects and plans to develop the centers of the villages, as for example the village Vrouwenpolder. The village council of Vrouwenpolder strives for a ‘sustainable and vivid village with an inclusive society’. While current projects of the Research Centre for Coastal Tourism are focusing on social sustainable solutions in relation to the participation of both local inhabitants and entrepreneurs, this specific thesis is directed towards sustainability in the hospitality industry and is related to the restaurateurs of the village.

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3. Theoretical framework

3.1 Innovation in the tourism industry

Over the past two decades, there has been an increasing focus on the topic of innovation in tourism (Hjalager, 2010). Innovation is increasingly becoming important in a destination context for the purpose of achieving competitive advantage (Mei, Arcodia & Ruhanen, 2012), since there is competition in the tourism industry not only between destinations worldwide, but also between destinations domestically and between firms within a destination (Dwyer, Edwards, Mistilis, Roman & Scott, 2009, p.67). Innovations in individual tourism enterprises are inspired and affected by a range of external and internal factors (Hjalager,2010).

3.2 Driving forces for change in the tourism industry

Already in 1934 Schumpeter sees the entrepreneurs as a driving force in innovation; they set the standards and with their innovativeness they shift the tastes and preferences of the customers. On the contrary, the tourism- and hospitality industry are easily accessible for entrepreneurs to start off with low businesses skills and limited innovativeness. Lifestyle entrepreneurs, who are often found in the SME-segments of tourism, may be innovative, but mostly on a small-scale (Getz & Petersen,2005). Similarly, many small hospitality business proprietors are motivated by lifestyle rather than economic and achievement issues. (Kozak & Rimmington, 1998).It does not necessarily mean that they operate to inadequate professional standards, it does imply that they may not be motivated to attempt further improvement in a business which already generates adequate profits. Generally it is argued that the small business culture, limited capital, lack of skills, lifestyle motivations and the acceptance of suboptimal profits, constrain regional economies and create problems for firm survival. (Ateljevic & Doorne, 2000)

Secondly, in the review of innovation research in tourism of Anne-Mette Hjalager (2009), the innovation system from Alfred Marshalls (1920) is described as inspiring for tourism innovation research. The research from Marshalls described that ‘due to social networks and their geographical proximity,

novelties are rapidly disseminated and implemented’(Hjalager, 2009, p.5). Human relations and inter-organizational structures are considered particularly important in innovation processes.

Coombs, Saviotti, and Walsh (1987), Dosi (1982) and Mowery and Rosenberg (1979) in the review of Anne-Mette Hjalager recognized science and technology as driving forces for innovation, but also acknowledge environmental factors such as market changes and political issues as contributors. It may be interesting to see environmental issues as global driving forces for innovation in tourism. Tourism is closely linked to the environment since the natural environment and climate conditions are very important in determining the viability and attractiveness of a region as a tourist destination (Dwyer & Kim, 2003). Climate change, biodiversity loss and natural resource depletion are affecting the natural environment which can determine a destination as tourism related or not. To work further on this mindset, Peeters et al. (2006) argues that innovations are often a response to major external

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development trends. They address climate change and the economic crisis as major obstacles to continuous growth in the industry. Deep structural change is required to address contemporary environmental challenges.

A sustainable way of innovation in the tourism industry might be the answer to the environmental issues and to keep destinations competitive and vital. At the same time, sustainable innovation plays in on the arising awareness on sustainability among customers since awareness among sustainability may not be underestimated. Consumers’ needs and values are affected by environmental issues; affluent consumers are turning to ethical consumption (NRIT Media, 2012). This refers to the motivation to purchase that which lies beyond the stimulus of price, quality and opportunity and which invokes environmental and social concerns. The KHN, the biggest hospitality branch organization in the Netherlands, underpins this increasing awareness by appointing the trend of ‘pure’ as one of the major trends that affects the hospitality industry (Koninklijke Horeca Nederland, 2014). Consumption may not be detrimental to the community; it should be social on environmental responsible if possible.

Some of the essential driving forces in tourism innovation are outlined in the paragraph above, at least what it is that makes entrepreneurs change their business processes. However, there is not a clear understanding what exactly drives innovation. In general, there is a lack of comprehensive empirical evidence to document the nature of driving forces in innovation systems (Hjalager, 2010). Consumer driven innovation, and the inclusion of consumers in innovation processes, is a current topic (Von Hippel, 2005), since it is highly applicable in tourism where consumer–producer interaction is closer than for many other types of enterprises. But on the other hand Schumpeter argues that the role of entrepreneurship must be emphasized in innovation (which also has its downsides because life style entrepreneurs are not as innovative as is implicated in general entrepreneurs). Thereby, Peeters et al. indicates that environmental challenges are the driving forces of innovation, and since the tourism industry is connected to the environment, it might be the driving force for innovation in the tourism industry as well. There are still questions on how much the tourism industry is innovating and the lack of consistency in definition and measurement of rates of innovation causes gaps in the research upon tourism innovation (Hjalager, 2010).

3.3 Roles of hospitality industry at a destination

The former paragraph discussed in what kind of destination innovation might be vital for the tourism industry and may pursue destination development. However, researching the whole tourism industryis for this thesis in a university of applied science setting too ambitious.This paragraph will explain why the hospitality industry might be most interesting to research and to apply innovation, and why particular restaurants are chosen to be studied.

Mill and Morrison (1992) note that tourist destinations are composed of attractions, facilities, infrastructure, transportation and hospitality. The structure of these five elements in a tourist destination is crucial for destination choice, image and satisfaction (Kozak & Rimmington, 1998). David Bell, Senior Lecturer in Critical Human Geography (2007), argues that particularly the commercial hospitality industry is becoming increasingly important in the branding and promoting of cities. Why is that?

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The basic roles of hospitality spaces in general are simple: the provision of food, beverage and accommodation. Cafés, restaurants, bars and many more hospitality spaces are making social encounters between people (inhabitants as well as visitors) possible. While these basic roles are important, cities are using tourism related concepts ‘ by branding themselves as pleasure zones, entertainment centers and tourist attractions’ (p.7). A review of the literature upon factors influencing destination image showed that, for example, restaurants do play an important role in the choice of a holiday destination by tourists (Sparks, Bowen, & Klag, 2003). Culinary or gastronomic tourism are concepts that emphasize the importance of food and gastronomy in branding a destination.

Restaurants are key players in facilitating gastronomy; the main operation of a restaurant is to serve food and drinks. Travel organizations are even offering culinary trips or holidays to ‘gastronomic destinations’ (Kivela & Crotts, 2006). City-centre eating and drinking have become important components of regenerating neighborhoods, both in terms of attracting new residents and in terms of making them gastro-tourism destinations (Esperdy, 2002; Franck, 2005). Local cuisines represent a core manifestation of a destination’s intangible heritage, and through its consumption, tourists can gain a truly authentic cultural experience ( Okomus, Okomus & McKercher. 2007). Recent studies on the connection between a destinations heritage and local cuisines hints that

Not only is the promotion and branding of destinations is considered as important to attract visitors; for the inhabitants of a destination or city the hospitality industry can very meaningful. Tom Selwyn (2000) sees hospitality as a means ‘by which societies change, grow, renew and reproduce themselves’ and is in line with several other opinions as in which the commercial hospitality sector is ‘how people make use of bars and cafés is transforming the broader public culture and ways of living in a neighborhood’ (Bell, 2007, p.9) and is ‘a vital space in which taste and lifestyle are produced and consumed through food and drink, music and décor, ambience and service style’ (Bell, 2007, p. 8 ).

As is outlined in paragraph 3.1, social encounters can be important in driving innovation in the tourism industry. Combining that knowledge with the fact that hospitality spaces makes , in the basis, social encounters possible and that for many reasons city-centre eating and drinking have become important components of regenerating neighborhoods, the importance of exiting hospitality (cafés, bars, hotels and restaurants) is high for the development of destinations.

3.4 Levels of innovation

There are five types of innovation that can be distinguished: product or service innovation, process innovation, managerial or organizational innovation, marketing innovation and institutional innovation (see Table1). According to Hagel & Brown (2013), many organizations are struggling to keep up with rapid changes in infrastructure and consumer practices .The executives of those organizations push their institutions to innovate faster. Because of this pressure, their focus is largely on narrowly defined technology and product innovation (Hagel & Brown, 2013, p. 4). Examples of product or service innovation in the tourism industry are loyalty programs, environmentally sustainable accommodation facilities or events based on local traditions (Hjalager, 2002). The problem with product innovation is that it mostly creates value for the company for a short period, sometimes a few months (Hagel & Brown, 2013). Value creation for a longer period, if desirable, needs innovation on a broader level.

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Institutional innovation allows organizations to rearchitect themselves to scale learning and generate richer innovations at other levels, including products, business models, and management systems. In other words, institutional innovation may, however also constitute more widespread changes, affecting the business of many enterprises and their customers (Hjalager, 2010).

Tabel 1: Five levels of tourism innovation. (Mei, Arcodia & Ruhanen, 2012) (Hjalager, 2002)

Product or service innovations Changed or new products or services, developed to the stage of commercialization, which changes are observed by producers, consumers, suppliers or competitors.

Process innovations New or significantly improved methods from

production or delivery which aim to escalating efficiency, productivity and flow. Process innovations can be combined with or result in subsequent product innovations.

Managerial or organizational innovations

New or significantly improved ways of organizing internal collaboration related a firm's business practices, workplace organization or external relations. Managerial innovations can result in staff empowerment through job enrichment, decentralization, training, etc., or in deskilling enforced by the (re)introduction of scientific management methods.

Marketing innovations New or significantly improved marketing

methods including co-production of brands Institutional innovations New or embracing collaborative/organizational

structure and legal framework which redirects or enhances the business in fields of tourism. Goes beyond the enterprise, representing collaborative and regulatory structures in small or larger communities.

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3.5 Research gaps in processes of innovation in tourism

Although a lot of literature is published on innovation in manufacturing industries, there is very limited empirical knowledge about the effects of innovation in tourism destinations (Hjalager, 2010) and an obvious quest for better empirical evidence is needed (Hall, 2009; Hall & Williams, 2008). Since the emerge of the service economy the notion of innovation changed and include immaterial products, with the result that service industries were also gradually recognized for their measurable innovative potential( Hjalager, 2010). From that point one, the need for knowledge on innovation in tourism destinations raised. However, several research gaps have been identified. There are serious questions about what motivates entrepreneurial innovators, what knowledge do they bring with them, and what strategies do they apply to fulfil their ambitions? To simplify it; what role does the entrepreneur plays in stimulating innovation? It is argued that entrepreneurs ‘shifting the taste of the consumers with their innovativeness (Hjalager, 2009, p. 4). On the other hand it seems that entrepreneurs in tourism who are just entering the industry start off with scarce business and limiting innovation and it can therefore be said that ‘young’ businesses are not innovating (Lerner & Haber, 2000; Morrison, Rimmington, & Williams, 1999). However, it might be questionable if this is the one and only truth. Is it not even more difficult to innovate in a business that has been operating for years in the same exact way?

Since there is an incomplete understanding of how innovation processes take place in tourism enterprises and organizations, it might a serious case to discover and reveal those processes. Knowledge on innovation processes in tourism might give clarification on how to enhance destination policies in the future, and can create ongoing destination development. The promotion of operational and regional ability to innovate is assessed as an opportunity for long-term combination of processes of economic, technological, ecological and social renewal (Gerstlberger,2004).

3.6 Social practice approach

A possible approach to reveal innovation processes might be the ‘Social Practice Approach’. The focus of this approach is on innovation not in products but in what people do. ‘What people do’ is defined as practices, which has multiple explanations and interpretations. In the light of the social practice approach, the term ‘practice’ refers to a noun, and any action or behavior can be viewed as part of a practice (Kuijer, 2014, p. 24). For example, doing groceries, eating a sandwich, watching TV or set the garbage outside are all practices that are performed. Watching TV does involve an actual TV, but there is also need for knowledge on how to put the TV on and what state of emotion we are in for choosing a particular program. In this sense, practices consist of ‘interdependencies between diverse elements including bodily forms of activities, forms of mental activities, “things” and their use, a background knowledge in the form of understanding, know-how, states of emotion and motivational knowledge’( Reckwitz, 2002). All those elements which are described, are connected and interacting with each other within a practice; it can be seen as sets of interconnected elements (Kuijer, 2014). To make sense of those practices and to understand how elements are interacting, Shove and Pantzar (2005) have developed a framework in which the three elements are central which a practice is composed of:

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 Materials: objects, infrastructure, tools, hardware, literatures( legislation, procedures) and the body itself.

 Competence: forms of understandings and practical knowledge required to perform practices

 Meaning: an element that represents the social significance of practice and consist of related missions and visions which includes the mental activities, emotions and motivational knowledge.

Innovation can be seen as a process of change. By making or breaking the links between the elements, simply said, an practice is performed. A new combination between the materials, meanings and competences makes it that the practice have been changed (Derriks, 2014).

Figure: process of making and breaking links between elements of the practices: proto-practices, practices and ex-practices. Retrieved from Pantzar & Shove (2010

Shove et al. (2012) and Watson (2012) suggest that innovation is integral to the performance of practices and involves the (re)configuration of constituting elements. In other words, innovation is about the changes that are made in the elements which forms new performances. Innovation in practice is then defined as a new combination of the elements materials, images and skills. It is through performance, through doing, that the pattern provided by the practice-of-entity is filled out and reproduced (Shove, Pantzar & Watson, 2012).

The social practice approach is a social theory, and is developed as a means of systematically exploring processes of transformation and stability within social practices and between them ( Shove, Pantzar, Watson, 2012, p.1) Or, in the words of Reckwitz, ‘practice theory, like other versions of social and cultural theory offers a system of interpretation, a conceptual framework that comprises a certain way of seeing and analysing social phenomena, which enables certain empirical statements, and excludes others’(Kuijer, 2014, p. 24). If the source of changed behavior lies in the development of practices, understanding their emergence, persistence and disappearance is of the essence. However, according to Lenneke Kuijer, gain understanding of those phases of practices is not the end-result of studying practices; ‘it is required for the identification of opportunities for intervention’ (Kuijer, 2014).

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In the end, practice theory offers a theoretical basis that is fundamentally different from other tools to analyze innovation. Research in innovation processes within the tourism industry are fragmented; innovation is often not seen as a process which is embedded in communities’ everyday practices, but more as an outcome(Derriks, 2014). By changing the way on how is thought of innovation, and as Derriks puts it ‘de-dramatize’ innovation, it can more seen then in the light of social structures and social theory. Practice theory can then be used as a conceptual framework that comprises a certain way of seeing and analyzing social phenomena.

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4.Methodology

4.1 Research design

As is told in the introduction of the thesis, the objective is to discover and reveal sustainable business processes in order to identify possibilities and opportunities in sustainability in restaurants. Since there is no specific understanding of what the sustainable practice of the restaurateur is and there is need for the quality of the information rather than the quantity, there is chosen for a qualitative research method. This approach will reveal the qualities of the subject at issue such as the aspects, underpinning meanings and associations. To guide this qualitative research, the social practice approach will be key as it is a conceptual framework that comprises a certain way of seeing and analyzing social phenomena( Kuijer, 2014). By using practice theory, sense can be made of the subjective and socially constructed meanings expressed about the studied practices of the restaurateurs. In this way, expressed feelings, tools that are used to perform a practice and the knowledge or skills perceived to be required can be taken into account when analyzing collected data. By doing the research with an eye on the social practice approach, the former three called elements ( meanings, materials and competences) are constructed and can therefore be researched.

The practice- oriented analysis of sustainable business processes may identify opportunities for desirable change. This identification may lead to rethinking business processes and may be the stimuli to create an intervention in the business processes of restaurants in Vrouwenpolder (Kuijer, 2014). In simple words: this research will be about exploring the practices of restaurants with an eye on sustainability. The focus of the research will be on the practices that are performed by restaurateurs, and will only be viewed from the demand side due to time limitation. It is focused on giving insight in the opinions and visions of restaurateurs on how practices are performed, which makes this research an exploration research. There is chosen for both desk research and in-depth interviews so that the validity of the research will be ensured. The desk research in the preliminary phase has mainly served as background knowledge for the research and leaded to the problem statement and theoretical framework of the research. The desk-research in the main phase of this desk-research and the in-depth interviews were used for answering the main question and sub questions.

4.2 Data collection

The structure of the research is done on the hand of different steps, inspired by a model for taking practices as a unit of analysis created by Lenneke Kuijer( 2014).The first step taken in this research is the framing of the target practice in which the identification of which activities by restaurateurs would allow integration of sustainability in practice is done. The exploration of similar, ‘desirable’ practices is executed in the second step. In the final step the target practice is mapped.

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Step 1: Framing the target practice

The framing of the target practice is an important part of the research process and should be specific enough, not too broad or to narrow, to isolate a sub-group of practitioners. A proper framing should be helpful in making an comparison to its varieties outside the targeted practice( Kuijer, 2014). In order to frame the target practice, there have been made use of the knowledge of three experts in the field of tourism, hospitality and sustainability. The three approached experts were Maartje Damen, docent trainee Imagineering & Sustainability at NHTV, Rosa van Roosendaal, restaurateur Brasserie de Meerpaal and Dick Lambeck, instructor consumptive techniques De Rooi Pannen. They were approached by telephone to discuss what activities are executed in restaurants in the Netherlands concerning sustainability and what restaurants might be an source of inspiration. Secondly, a visit has been paid to the Horecava ( a Dutch hospitality fair )and to symposia about sustainability in the hospitality industry. Secondly, desk research was performed. This desk research was focused on what activities are involved in business processes of restaurants concerning sustainability. The found literature consists of scientific articles on green or sustainable behavior of restaurants and workbooks on how to act sustainably. Since these articles and workbooks are more focusing on actual activities and not of `practices´ there cannot be made a one on one comparison with practices in the academic sense. Though, the aggregated knowledge from this desk research is used to form a basis of framing the target practice (see annex 1) Step 2 : Exploring similar ideal practices

While the framing of the target practice forms the basis to change from, the exploration of ideal practices forms the reference point to position the target practice against (Kuijer, 2014). It is important to note that ideal practices cannot simply be transferred into the target practice because they work in a different setting, but can be an inspiration for how the practice can be configured differently( Kuijer, 2014). The knowledge gathered in the first step is taken as a inspiration in the search for selecting the ideal practices. Evenly, websites as puuruiteten.nl, iens.nl, vegetariers.nl/lekker/restaurants and wakkerdier.nl/winkelaar and multiple websites of the restaurants formed a source from which restaurants were selected. The website of puuruiteten.nl described what they considered as sustainable restaurants. Iens.nl is a review website which provides information on what activities a restaurant undertake in order to be sustainable. Based on these websites and the information gathered in step 1, the restaurants were selected and approached for an interview by telephone and email. Thereby, a visit to Amsterdam has been made in order to acquire participants in persona, which resulted in one appointment for an interview.

The data collection tool within this second step is the conduction of open interviews with restaurateurs. In total five restaurateurs were willing to participate in an open interview. The transcripts of the interviews of the restaurateurs situated outside Vrouwenpolder can be found in annex 2.1 to annex 2.5. Step 3: Mapping the target practice

The actual mapping of the target practice depends of the context of the research. The target practices will be studied in the village Vrouwenpolder. The goal of mapping the target practice is to get detailed insight in the exact elements of the practices, in the moment of when the interview is conducted.

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In the process of the recruitment of the restaurateurs in Vrouwenpolder, the local village council of Vrouwenpolder and the municipality of Veer has been consulted. The contact with the chairman of the village council resulted in direct contact with the association of entrepreneurs and which leaded to emailing of different restaurateurs to gain interest for the research. The alderman for Tourism explained more on tourism related aspects in Vrouwenpolder and their willingness to enhance the sustainability among restaurateurs in Vrouwenpolder. In total four restaurateurs in Vrouwenpolder participated in an open interview. The transcripts of the interviews can be found in annex 2.6 to annex 2.5

4.3 Data analysis

The analysis was a iterative process; a process of constant adaptation of the interpretation of the results (Baarda, 2010). In order to identify opportunities for desirable change in restaurants in Vrouwenpolder, a practice-oriented analysis of sustainable business processes was conducted (Kuijer, 2014). In the light of this approach the practice on sustainability in restaurants is seen as a practice-as-entity which includes numerous practices-as-performances. Those practices as performances are not constant and can each time be slightly different, because it is a moment of doing in which the elements are integrated by people in specific situations (Kuijer, 2014). A codebook was created on the hand of the complete transcripts of the interviews. The quotations in the interviews that were related to the subject on sustainability were transferred to the code book and categorized. Those categories were defined by topics that were discussed in the interviews. Three practices-as-performances were identified on the hand of the code books (see annex 3): estate management, the procurement process and communication. In the result section the three practices-as-performances are presented, starting with the ideas practices, followed up by the target practices.

These practices-as-performances were analyzed in terms of the three elements: meaning, material and competences. Although those three elements cannot be seen as independent elements within a practice, there is attempted to describe them individually per practice beginning with the meaning, followed up by the materials and competences. It is important to note that the three identified practice-as-performances are not the only practices that are performed within a restaurant concerning sustainability , but that these were discussed and identified within this research.

4.4 Limitations

Research upon innovation processes is already limited, moreover using the practice approach as research method is fairly new. The lack of standardization in open interviews that will be conducted can be a concern for reliability, since it is not clear if other researchers would reveal similar information, and can reproduce the same results (Saunders, Lewis & Thornhill, 2012). Perceptions hold by the interviewer and tone or nonverbal behavior may influence the answers of the respondent since there is limited experience with interviewing.

Since the use of the social practice approach in analysis of the data is an experiment, it should be underlined that much attention is paid in order to understand the complexity of this social method. No specific blueprint was provided which aims at using the social practice approach in an university of

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applied science setting, which made the structure of the research complex. Thereby, the results had to be written in a very abstract context, in order to reach the description of the three elements.

However, because of interest in sustainability and pre-knowledge on operations in restaurants, prior knowledge was already obtained and helpful in the search on theory in sustainability. This might be a advantage, but can serve as well as an limitation since a perception on sustainability in restaurants was formed before the research was executed.

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5. Results

5.1 Estate Management

The practice of estate management is observed as practices of energy and water management and waste management. Energy and water management is observed as the reduction of the consumption of water and energy, whereas waste management is concerning reduction of waste and reuse waste.

Desirable practice

Water- and energy saving practices are accepted and maintained as normative in the practice on estate management. In other words, the practice is not driven by specific strong visions, but is highly accepted and is driven in terms of the ruling norms. Through knowledge and skills that is gathered within the practice over the years the implementation of small and larger energy- and water saving measurements is seen in the materials that are used. Materials that are observed in this practice are for example the use flow restrictors on faucets, low-flow toilets, and water-less urinals, only serve customers water upon request, replace incandescent light bulbs with longer lasting CFL light bulbs or LED, use motion detectors for lights in the restroom, a system which monitors and controls comfortable temperatures efficiently with the HVAC (Heating, Ventilating and Air Conditioning) system or keep the entrance door closed or use a double entrance door.

Certifications for sustainable companies in the hospitality industry as ‘Greenkey’ are seen as tools to control consumption on water and energy and to create a win-win situation: cost reduction and minimize environmental impact. The certificate forces the practitioners to continuously monitor the consumption and to create an in-depth insight in these processes on the hand of the provided guidelines and rules. Moreover, yearly inspections are performed by the teams behind the certifications to contol the quality of the restaurants using the certification. Therewith, a certain basis of knowledge can be guaranteed while using a certification. Nevertheless, certifying estate management practices are helpful in monitoring water and energy consumption, but not always flexible during execution. Complying the guidelines is time consuming and creates pressure. An expert expressed the following meaning upon the rules and guidelines of a certificate:

The practice on water and energy saving measurements can also be influenced by how the relation of elements with other practices has contributed to the existing practice. An example can be the former position of a practitioner within a company included the gathered knowledge within that position. A specific practitioner shared that previous obtained skills in another function helped today by monitoring the energy and water management:

‘It is quite robust and I think it's very thorough, sometimes a bit too much. Rules are more aimed at larger organizations which often reserve time and manpower to monitor it. For a smaller

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Waste management, as part of the estate management, consist of reducing waste and recycling or composting waste. Since waste management does not necessarily reduce the use of resources, it perhaps limits the pollution of the environment. Materials that are used to support the practice are for example recycled paper (napkins and paper cups), reducing the use of fluorocarbons and plastic tubs or jars, conduct food waste composting programs or reusable menus.

While the separation of waste might be helpful in reducing the pollution of the environment, extra fees for dropping off separated waste at the local recycling center are discouraging waste separation practices.

There are many different opinions on the upcoming hype relating to reuse food that exceeded the so-called best before date. However, there is a shared understanding that these practices should never bring societal health in danger. The idea to this food is accepted , but entails courage since a lot of knowledge is needed to secure that the menu made of this food is healthy. The needed materials are for example cooperation with local suppliers as distribution centers of supermarkets, the local fruit farmer or the weekly fishmonger.

Target practice

In the target practice of estate management most attention is paid to water and energy saving measurements and waste management.

It seems that there is a shared meaning of the willingness to invest in small water- and energy saving measurements, as resulting from the shared perceptions of the restaurateurs in Vrouwenpolder. The overall meaning related to the introduction of small water- and energy saving measurements Is associated with the economic benefits of lowering estate management costs. Multiple materials are involved within the practice as in the use of LED light bulbs, automatic on- and off systems for lights , water- and energy saving systems as Aquafox or Swycs or aerators for water taps and showers. Knowledge is updated within the practice on the hand of magazines, internet websites or knowledge which is shared during annual ‘sustainable’ fairs.

On the contrary, the willingness to invest in those measurements is not only driven by an economic vision. The practice is partly inspired by the mission to protect the nature and environment against depletion of resources and pollution. Nevertheless, this meaning is not superior to the economic reasons. The assumption can be made that reduction of water and energy for environmental reasons is not the ultimate goal in practices of estate management. Several hints are given that cost reduction might be the actual reason for implementing water- and energy saving measurements.

‘Why would you put solar panels on the roof? Because it is good for the environment? Rather it would be because it is deductible at the tax authorities and your hoping that your energy bill will go down’.

‘From my previous job I know how to get insight in the processes of water and energy management. I’ve worked with measurement instruments which can analyze the processes of water, energy and gas, and I can digitally see the consumption of water, energy and gas. Eventually, it was very convenient in monitor as well for the Greenkey.

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The state of the physical building is of influence on the willingness to invest money in water- and energy saving measurements, especially on more expensive investments as placing solar panels or double glazing. The shared assumption on investing in the building to save water and energy is that adaptations within a new-built restaurant will be more rewarding than the adaptation of an existing building. This idea is stimulated by the physical features of the building and by the uncertainty on the time of the return on the investment. The payback time of an investment, because of the state of the building, may exceed the years of the expected time the business processes will prolong at that particular building. Another given argument is that it might be questionable whether the adaptation of an aged building will be as rewarding in the future on energy and water saving as building a new building. Both arguments seem not to be grounded by experience or other competences. Actual knowledge on the investment of a new building in comparison with an investment in an existing building is therefore inferior to the leading meaning that is shared within the practice.

The amount and the use of several materials are affecting the willingness to invest in estate-management as well. As is explained by a practitioner situated in Vrouwenpolder, the specific location might be limiting the execution of a practice:

Investing in a new building can also positively contribute to the image of a restaurant. One particular interviewed restaurateur is actually investing in a new building, which will be completely self-efficient in water and energy. The mental activity in this case, inspired by the practitioner, entails the idea that a sustainable building is consistent with the demand for visual sustainability of the guest. The former building lacked possibilities for sustainable adaptations. The needed ‘hardware’ in the practice of estate management is an isolating sedum-roof, solar-collectors and a system to retain the so-called ‘grey’ water for flushing toilets and cleaning. The vision that circulates within this practice overrules the amount of costs needed for the new building and has a strong position.

Waste separation is recognized within the practice on estate management and is executed, but the emphasize on waste separation is actually smaller than on saving water and energy. The actual practice is therefore not driven by a passionate vision, but the separation of waste is done because of the availability of infrastructures. Materials as existing infrastructures, for example there is an availability to drop off separated waste at the local collection point of waste, are stimulating the separation of waste. Specific competences to separate waste seem not to be required in order to separate waste.

5.2 Procurement

Practices on procurement refers to observed practices related mostly to food. Especially the chosen suppliers for the procurement of food, menu sustainability and the used labels and certifications for food are included.

Desirable practice

‘A few years ago I went to Neeltje Jans where an annual fair on sustainability was held. Special solar panels and windmills were presented. I thought, great, but can you imagine to put a windmill here in order to generate energy? It is a great idea, but I think it will not work here’

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The practice of procurement in the first place is about the source of ingredients and whether they have been produced and procured sustainably. Therefore transparency in the origin of foods seem to be almost normative in the procurement process. Examples of objects that are present in the procurement process are biological meat, MSC or ASC certified fish or fair trade coffee by Max Havelaar. These products are bought with an eye on an honest price for the supplier, welfare of animals and health of our community. The practice of procurement can also be inspired by other material related elements. A procurement policy or simple, limited menu can help to buy foods more consciously.

Desired basic knowledge for the procurement process is to understand what sustainability concerning food entails. What does a label mean? What food is sustainable if there is no label available? The information on the procurement of sustainable products can be found on, for example, packaging of foods, on the internet and is provided in magazines. What particularly is seen as important about continuously pursuing a passionate driven vision, is that knowledge should be regenerated and regained over time, also called life-long learning. In specific terms, critical thinking is required. Pioneers in sustainable procurement are afraid that blindly believing the food industry on what is sustainable in procurement overrules the ability to keep thinking logically. The following quote of one of the experts supports this meaning:

The former example on cane sugar somehow confirms that restaurateurs have been taught that a biological label ensures the transparency in the origin of foods, but that it only focuses on the growth of the food. The transportation with the including environmental pollution is not taken into account. This critical mindset is really characteristic for the desirable practice of procurement.

The role of the supplier in the story of procurement is very prominent and strongly connected with time in the procurement process. Often wholesalers play a dominant role in the procurement of restaurants since they play in on the lack of time in the practice as orders can be placed online and are delivered. Whereas the amount of time for procurement is not unlimited, it seems that the assortment of the supplier is of influence on what choices are made in sustainable procurement.

´Organic cane sugar can be imported for the Caribbean. The point is that organic cane sugar delivers double the amount of sugar per square meter than normal cane sugar, and is therefore more efficient and sustainable. However, the organic cane sugar is transported in a huge container overseas by a tanker. In this case, you better can get non-biological sugar from Groningen ( province in the Netherlands) than transporting that sugar overseas´.

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It seems that the practice of procurement depends on the supplier, but the supplier is also dependent on the demand from the restaurateurs, otherwise it is not interesting to deliver sustainable foods as an supplier concerning economical terms.

Though, alternative ways for procurement seem to become rule rather than exception. To start with local procurement which is not only practiced since the origin of the food is then clear, it gives an additional dimension to the story on the origin of the food.

Although the meaning as an element in the practice of procurement is most leading, the needed financial resources cannot be underestimated. The balance between procurement price and menu prices has to be maintained in order to be financial healthy. In general the feeling is that costs for sustainable procurement are higher, but that should not be mentioned by guests. To accomplish this, menus are for example composed on the basis of the 80-20 rule; 80 percent vegetables and 20 percent meat or fish. Other examples are seasonal buying.

Target practice

The practice of procurement has a strong presence in the sustainable practice-as-entity in restaurants, as during the interviews, the first topic that was associated with sustainability in restaurants was the procurement of foods. The procurement practice within this study is related to food procurement; at the wholesale, local procurement and procurement of specific food groups.

The message among the procurement of sustainable food is equally shared; especially around the purchase of biological, local, seasonal and fair-trade food. The procurement of foods and vegetables is in the first place mostly done through orders at a wholesale specialized in the hospitality industry (f.e. Sligro Wholesale). The ease of ordering online and the delivery service are both helpful in reducing the time of the procurement, and is the main reason why ordering at the wholesale is most frequently done. It is obvious that time is very limited within the practice of procurement, and the wholesale can provide in reducing the time needed in the procurement process. Time is a tool that is strongly related to money;

In the past, sometimes I drove to a local farmer or entrepreneur, for example, for potatoes and onions and so on. But at some point I did not have the time to do this myself anymore. The wholesaler is than more efficient; they bring everything at one place at one time.

‘You have to make a consideration. The local butchery is not the cheapest in the nearby environment, however, he has quality meat. I personally feel that I am very glad about this, and that I can inform my guests about the story of the meat, that they can buy this meat at the butcher. On the other hand, my butcher can tell the consumers what live the pigs have had and where they have lived.‘

Year in, year out we continuously ensured our suppliers that we want biological, sustainable and local procured food. That suppliers are able to do that: the moment that we are asking for a dozen of biological paprika’s they can deliver it. However, the thing is that they have to wait until they can supply 10 dozens of paprikas together, otherwise it is not interesting for them to do so.

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the attention that is reserved for the process of procurement has to be used in the most efficient way as is possible in order to pay more attention to other business processes.

In this way it seems that local procurement is not important within the practice of sustainability, however the lack of time to find alternative ways for the procurement process in relation with local procurement might be the real underlying cause. The shared meaning around local procurement is strongly related with stimulating the local economy. Tools to enhance the local economy are therefore building relationships with local entrepreneurs.

Looking specifically at food groups, the reasons for buying sustainable or not may differ within each individual practice. A specific example might be the procurement of fish which can be driven by emotions, motivations and engagement. The reason why fish is MSC1 _{bought can be inspired by}

experience within the practice ; the knowledge on how fish usually is caught and how unfriendly that might be, is gained from actual experience with fishing. This experience brings up emotions that influences the engagement for buying sustainable fish.

Another clear example is the procurement of meat. Sustainable perceived meat might be procured because there is need for background knowledge of where the animal has been living, as well for emotional reasons of the practitioners as for educating the guest of the restaurant.

This meaning can be encouraged by knowledge that is circulating within the practice, for example the knowledge on chickens that extremely have been overfed until their dead in order get more meat from one chicken. Thereby, the fact that guests particularly want to know where their meat come from during diner stimulates the overall knowledge of a practitioner around meat and the quality of life an animal have had.

However, whether buying meat, fish or vegetables and fruits , locally or at the wholesale, the positive meaning for actually commit to sustainable procurement is not driven by specific tools as financial resources, physical locations or hardware, or by knowledge. What may be missing within the procurement process is actual time to pursue a passionate vision. On the other hand, one particular practitioner is convinced that the provision of information on what is available on sustainable procurement should be partly comes from the supplier. He sees it as the solution to his time problem in the procurement process and that it can positively influence his meaning upon sustainable foods, but also on packaging and estate management.

1MSC is an independent organization that has developed an internationally recognized eco-labeling and certification program for sustainable wild capture fisheries.

The local economy and thus local bounds and relationships are important. After all, the local farmer where you buy, will somehow bring his money back at the Beach Club. In this way, the money stays within the local economy.

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5.3 Communication

The practice of communication entails the provision of information for marketing purposes or to inform the guests of the restaurants.

Desirable practice

Integrity is highly valued when communication on sustainability is involved in the practices of restaurateurs. The shared meaning within the practice of communication is that it should never serve primarily as a marketing tool, but that it is integrated as part of the operational management. The main purpose of communicating sustainability is to create the impression that sustainability in restaurants is observed as common, or even the leading norm.

Although communication on sustainability should not be excessively done, it is still a part of the communication practice of the restaurant since it is observed as positive for the image of a restaurant. Moreover, it seems to be that the transparency of the restaurant because of the communication among sustainability is more convincible.

Materials that are used within the practice are therefore more directed to the creation of a transparency amongst dining. An example can be the provision of information on the sustainability of the menu by using sings and symbols which are slightly integrated in the menu. Other tools to communicate

sustainability might be the website of a restaurant or the provision of information verbally at the table. The balance between securing the integrity of the restaurant and communication on sustainability has a relation with experience in the practice. Whether the communication is overdone or not can only be observed by actually communicating on sustainability. However, it seems that it is difficult to estimate what initiatives are most appreciated by guests of the restaurant. The lack of knowledge in this area makes it that there is a certain reticent attitude concerning using sustainability as a communication tool. Target practice

The vision upon communicating around sustainability is that it should not be overdone; it should be gentle and appropriate which will not harm the image and credibility of a restaurant. There is a feeling

´We are not going to tell it very explicitly, in our opinion sustainability is just a part of who we are, our business processes, our pricing, how we think and position ourselves. We just do not have to tell that every time.´

´Our menu is visually very clear and transparent. As an entrepreneur you just know that you know that it looks good. This is also why a salesman shows up in his best clothes because then he has a great chance to make a sympathetic impression to the customer. We all know that of course, and it pays back in that sense since there is a high social demand for sustainability. In the end it is a win-win situation on many levels´.

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that overdoing the communication upon sustainability can be seen as ´greenwashing´ which is certainly not the intended vision.

Communication upon sustainability is strong related to the provision of information upon origin and preparation of food. For example, information on the origin of ingredients and preparation methods of dishes takes place at the table of the guest, but only if the guest wishes. Other materials used are a provision of short information upon the origin and preparation of foods in the menu. Nevertheless, this practice is strongly influenced by underlying feelings, emotions and visions and therefore cannot be generalized. Since there are multiple ways and materials related to the spread of information upon sustainability, it can be said that there is an adequate level of knowledge within the practice about the origin and preparation of the foods within the practice. The fact that it is known how to provide information within the practice intends that knowledge and skills are acquired within the practice. Secondly, the communication on sustainability as an practice in Vrouwenpolder has a particular connection with certifications and labels, and with the health of both human and animals. The overall meaning upon labels and certifications is that it is used as a reference point for guests. Certifications and labels can imply that human an animal welfare has been taken into account. Regulations among the ´reference point´ are used as a tool to communicate on sustainable activities within the restaurant. Used labels within Vrouwenpolder are MSC, ASC and the Big Snack Logo. Sometimes the intended goal for communicating with labels is double sided: it provides information, but can also serve as a marketing tool if the label is connected with a campaign among sustainability. In this situation, there is experience with how to use labels to create a strengthen of the image of the restaurant. Within the undertaken interviews one example can underpin this observation. The practitioner did participate within a pilot on ‘Lekker regional product’ initiated by HZ University of Applied Sciences to draw attention to regional procurement. The initial idea of the practitioner was to create more awareness among regional products, but indeed brings promotional advantages for the restaurant.

Unless there is a feeling that certifications and labels can be used in promotional ways, there is a reserved meaning about actually commit to certifications. Rules and regulations among certifications seems to be intimidating and time consuming.

‘As an restaurant, you can commit to a certain certification, but then you have to adjust to that. Once we have looked for the Green Key, but it has such an enormous list where I have to commit to’.

When sustainability meets practices of restaurateurs

When sustainability meets practices of restaurateurs

A graduate research on the exploration of interventions which could advance the

sustainability enacted in restaurateur practices

Author:

Tara Petronella Maria Hoetjes

Student number:

00060846

Year of study:

2014-2015

Course:

Graduation VTM CU11839

Study:

HBO- Bachelor Vitality & Tourism Management

Academy:

Scaldis Academy

School:

HZ University of Applied Sciences

Graduation company:

Research Center for Coastal Tourism

Location:

Vlissingen, the Netherlands

Sector:

Tourism

Company Supervisor:

Mrs. M. Tempelman

( coordinator Research Center for Coastal Tourism)

Graduation Supervisor:

Mr. T. Derriks

Examiners:

Mrs. J. van Poppel & Mr. T. Derriks

Title thesis:

When sustainability meets practices of restaurateurs

Date of completion:

June

Year of publication:

2015

Foreword

Abstract

Table of contents

1. Introduction

2. Context of research

3. Theoretical framework

4.Methodology