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¶ … Corporate Environmentalism in the Hotel Sector: Evidence of Drivers and Barriers in Penang, Malaysia (Kasim, 2007) the authors discuss the dichotomy of having tourism locations in many of the world's most environmentally sensitive areas of the world needing the greatest levels of corporate environmentalism yet having the least chance of attaining it. The authors specifically focus on the hotel sector of Penang, Malaysia and the barriers to enabling a greater level of corporate environmentalism in this region. Through a series of expert interviews that deliver qualitative data the authors extrapolate across the region the conclusion that despite recognition of how the unique environment is a critical part of the tourism industry's growth there is little chance of seeing corporate environmentalism become active. The daunting challenges of overcoming perceptual bias and cultural barriers lead the authors to contend that creating a sustainable corporate environmentalism program is daunting in the region.
In the article Resources and barriers in tourism development: cross-border cooperation, regionalization and destination building at the Finnish-Swedish border (Prokkola, 2008) presents a series of fascinating frameworsk which attempt to illustrate how socio-economic networks across the Finnish-Swedish border are creating cross-border cooperation and collaboration on tourism projects. This analysis also includes a synopsis of a series of five INTERREG studies specifically created, implemented and used for monitoring the development of cross-cultural networks across the Finnish-Swedish border to assess how intercultural integration is leading to broader integration across EU border regions. There is also an analysis of how cross-border regionalization assists in the development of border infrastructures and the development of modified systems, institutions and structures.
References
(Kasim, 2007)
Kasim, Azilah. (2007). Corporate Environmentalism in the Hotel Sector: Evidence of Drivers and Barriers in Penang, Malaysia. Journal of Sustainable Tourism. 15(6), 680-699.
(Prokkola, 2008)
Prokkola, Eeva-Kaisa. (2008). Resources and barriers in tourism development: cross-border cooperation, regionalization and destination building at the Finnish-Swedish border. Fennia. 186(1), 31-46.
The author's research suggested that there were only two driving forces behind corporate environmentalism in Penang, Malaysia. The first of these fits previous findings of a "top-down" system where in corporate executives mandate greening, and it is carried out by lower level managers. Kasim notes that only one chain currently has such a corporate mandate, however, and cites its likely strategic motivation. Other hotel chains in the area do not
" According to Kaur (2009) Many government and tourist agencies have adapted their organizations to offering services that are related to ecotourism activities. A high fiscal commitment is also contributed by the Ministry for its development. For instance, a total of RM1,009 billion was allocated for the development of the tourism industry during the Eighth Malaysia Plan [8 MP] (Eighth Malaysia Plan, 2001 in: Kaur, 2009). Malaysia claims a vast range
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It seems as if the tourism in Malaysia is heaving influenced by many factors including disease, environmental problems and terrorism. The average hotel occupancy in Penang has fluctuated between 60% in 1998 and 53% in 2002. Because of this fluctuation hotels often find themselves with an over abundance of rooms. Many hotels have competed to offer discounts (as much as 30% of the original rack rate). One all inclusive
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