Comparing Comparing environmental environmental performanceperformance
Environmental benchmarking for Environmental benchmarking for small and medium-sized small and medium-sized
enterprises in the Nordic tourism enterprises in the Nordic tourism industryindustry
Anne Maria SparfAnne Maria Sparf
Is environmental Is environmental benchmarking a viable benchmarking a viable
methodology for small and methodology for small and medium-sized enterprises medium-sized enterprises
(SMEs) in the Nordic (SMEs) in the Nordic tourism industry? tourism industry?
Flow of presentationFlow of presentation Benchmarking and environmental Benchmarking and environmental
benchmarkingbenchmarking
SME characteristics and needsSME characteristics and needs
A survey of Nordic tourism companiesA survey of Nordic tourism companies
New methodology for evaluating the New methodology for evaluating the suitability of environmental management suitability of environmental management tools for SME’stools for SME’s
Results from the evaluation of ten toolsResults from the evaluation of ten tools
ConclusionsConclusions
What is benchmarking What is benchmarking and environmental and environmental
benchmarking?benchmarking?
Benchmarking as a Benchmarking as a business toolbusiness tool
A process to:A process to:1.1. Analyze business activitiesAnalyze business activities2.2. Make comparisonsMake comparisons3.3. Identify the performance gap Identify the performance gap 4.4. Improve performanceImprove performance
Goals:Goals: Continuous improvementContinuous improvementImproved business performance: Improved business performance:
Competitive advantageCompetitive advantage
Environmental Environmental benchmarkingbenchmarking
An environmental management toolAn environmental management tool
Benchmarking of environmental Benchmarking of environmental performance by measuring and performance by measuring and comparing key figurescomparing key figures
A tool to help companies assess their A tool to help companies assess their level of environmental performance level of environmental performance and improve itand improve it
Leads to cost savings and improved Leads to cost savings and improved competitivenesscompetitiveness
In what ways is In what ways is benchmarking present in benchmarking present in
environmental environmental management tools?management tools?
Levels of benchmarkingLevels of benchmarking
Comparisons against criteria
Comparisons against
Best Practice
Comparisons against
competition
Comparisons within company
What are the special What are the special characteristics and needs of characteristics and needs of
SMEs? SMEs?
SME characteristics and SME characteristics and needsneeds
Lack of resources:Staff, time, finance…
Need of assistance due to little
experience and knowledge of
environmental issues
Need to concentrate on vital business
issues, survival from day to day
Stakeholder demands on improving
environmental performance
Unwillingness to consider
environmental issues as a
business aspect
A need for environmental management tools that:
Require little resources to implement Are simple and easy to use Have adequate support functions available Lead to business benefits such as cost savings, improved competitiveness and image Have a positive effect on environmental performance
Survey to Nordic tourism Survey to Nordic tourism companiescompanies
A digital email survey to 527 tourism A digital email survey to 527 tourism SMEs in the Nordic countriesSMEs in the Nordic countries
50 answers were received; response 50 answers were received; response rate 9,5%rate 9,5%
An additional questionnaire to An additional questionnaire to Tourism Industry Associations in the Tourism Industry Associations in the Nordic countriesNordic countries
Comparison to existing research Comparison to existing research resultsresults
Environmental Environmental performanceperformance
Compared with other companies in the field, how would Compared with other companies in the field, how would you assessyou assess
your environmental performance? your environmental performance?
5
20 18
0 0
5
Excellent Better thanaverage
Average Poor Very poor Cannot say
Steps taken to improve Steps taken to improve environmental performanceenvironmental performance
Which of the following steps have you taken to improve Which of the following steps have you taken to improve your environmental your environmental
performance? Please mark all the steps that your performance? Please mark all the steps that your company has applied.company has applied.
33
32
32
16
12
29
22
37
0 5 10 15 20 25 30 35 40 45 50
Reducing amount of waste produced
Recycling materials
Minimizing the use of hazardous materials andchemicals
Minimizing or reducing air pollution
Minimizing or reducing marine or water pollution
Reducing energy consumption
Minimizing physical impacts of operations
Using environmentally friendly products/suppliers
Investment in improving Investment in improving environmental performanceenvironmental performance
Would your company be ready to invest in improving Would your company be ready to invest in improving environmentalenvironmental
performance?performance?
5
18
13
9
The company has already invested sufficiently inimproving its environmental performance
The company is willing to invest what isnecessary in order to improve its environmental
performance
The company is willing to invest in improving itsenvironmental performance, but only a small
amount
The company does not feel a need to invest inimproving its environmental performance
What features in tools are What features in tools are important for companies?important for companies?
What attributes would you consider important for a system What attributes would you consider important for a system designed to measuredesigned to measure
and manage your environmental performance? Score from 1 to and manage your environmental performance? Score from 1 to 5; 1 = not at all5; 1 = not at all
important, 5 = very important. The system should...important, 5 = very important. The system should...
0% 20% 40% 60% 80% 100%
Be effective in reducing environmental impact
Be simple and easy to use
Be inexpensive to purchase and run
Be available on the internet
Include a possibility for personal consultations and advice
Guarantee the security of data and privacy of use
Be available in native language
Be continuously updated and improved
1 2 3 4 5
The most important The most important benefitsbenefits
What do you think is/should be the most important benefit of a What do you think is/should be the most important benefit of a system designedsystem designed
to measure and manage the environmental performance of your to measure and manage the environmental performance of your company? company?
3
1
5
4
0
19
10
Increased competitiveness of the company
Comparison of environmental performancewith that of competitors
Cost savings and increased profitability
Gaining customers who prefer usingenvironmentally friendly services
Contribution to sustainability efforts
Protection of the environment
Improved image of company
The most important The most important challengeschallenges
What do you think would be/is the most important challenge What do you think would be/is the most important challenge in applying a system to measure and manage your in applying a system to measure and manage your environmental performance?environmental performance?
23
7
0
2
1
6
1
Lack of resources
Lack of knowledge and/or understanding
Lack of computer skills
Lack of professional help and advice
Lack of interest in improvingenvironmental performance
Difficulty in gathering data forenvironmental indicators
Difficulties in motivating staff
How can SME needs be How can SME needs be taken into account?taken into account?
How can one assess the suitability of How can one assess the suitability of environmental management tools for environmental management tools for SMEs?SMEs?
How can the strengths and weaknesses of How can the strengths and weaknesses of tools be assessed in an effective manner?tools be assessed in an effective manner?
How can tools using benchmarking How can tools using benchmarking methodology be compared to each other? methodology be compared to each other?
A methodology for A methodology for evaluating environmental evaluating environmental
management toolsmanagement tools
Evaluation templateEvaluation templateEstablishing
the purpose and goal
of the evaluation
Performing a qualitative analysis of the tool/s based
on SME needs
Choosing the tool/s for evaluation
Gathering information
about the tool/s
Establishing the level/s of
benchmarking present in the tool/s
Final ranking and conclusions
Information sources
Levels of benchmarkin
g
SME needs
Defining the Choice criteria
Deciding the
target group
Improved eco-efficien
cy
Improved
competi-
tiveness
Adequate
supportfunctio
ns
Simple and
easy to use
Resource
friendly
SME needs
Qualitative analysis based Qualitative analysis based on SME needson SME needs
Improved eco-
efficiency
Improved
competi-
tiveness
Adequate
supportfunction
s
Simple and
easy to use
Resource
friendly
SME needs
12345
Resource needs
Usability
SupportBenefits
Eco-efficiency
European Eco-Management European Eco-Management and Audit Scheme (EMAS)and Audit Scheme (EMAS)
Total score: 13 of 25 (Average 15,3)Total score: 13 of 25 (Average 15,3)
12345
Resource needs
Usability
SupportBenefits
Eco-efficiency
Green Globe 21 Company Green Globe 21 Company StandardStandard
Total score: 17 of 25 (Average 15,3)Total score: 17 of 25 (Average 15,3)
12345
Resource needs
Usability
SupportBenefits
Eco-efficiency
Eco-lighthouse/Eco-lighthouse/MiljöfyrtaarnMiljöfyrtaarn
Total score: 19 of 25 (Average 15,3)Total score: 19 of 25 (Average 15,3)
12345
Resource needs
Usability
SupportBenefits
Eco-efficiency
The Nordic Swan for The Nordic Swan for hotelshotels
Total score: 16 of 25 (Average 15,3)Total score: 16 of 25 (Average 15,3)
1234
5Resource needs
Usability
SupportBenefits
Eco-efficiency
Green Tourism Business Green Tourism Business SchemeScheme
12345
Resource needs
Usability
SupportBenefits
Eco-efficiency
Total score: 20 of 25 Total score: 20 of 25 (Average 15,3)(Average 15,3)
TourBench for TourBench for accommodationaccommodation
Total score: 17 of 25 (Average 15,3)Total score: 17 of 25 (Average 15,3)
12345
Resourceneeds
Usability
SupportBenefits
Eco-efficiency
RecommendationsRecommendations
Green Globe 21 for all sectors of Green Globe 21 for all sectors of tourismtourism
The Nordic Swan for larger hotelsThe Nordic Swan for larger hotels
Eco-lighthouse for other industriesEco-lighthouse for other industries
RecommendationsRecommendations TourBench for accommodation TourBench for accommodation
servicesservices
Many existing tools could be Many existing tools could be improved by adding comparison improved by adding comparison against others and against Best against others and against Best PracticePractice
Any new tools would benefit from a Any new tools would benefit from a similar approach as in the Green similar approach as in the Green Tourism Business SchemeTourism Business Scheme
ConclusionConclusion
Benchmarking of environmental Benchmarking of environmental performance performance isis a viable a viable
methodology for SMEs in the methodology for SMEs in the Nordic tourism industry:Nordic tourism industry:
Fulfills SME needs adequately,Fulfills SME needs adequately,
Improves business and environmental Improves business and environmental performanceperformance
Comparing environmental Comparing environmental performance is an excellent performance is an excellent
way to improve environmental way to improve environmental and business performanceand business performance
!! Win-Win situation !!!! Win-Win situation !!