Exploring “Smart and Green” Concepts: A New Synergy for Irish Hospitality

The spotlight on “smart and green” has never been so bright and, within the hotel sector, emphasis opportunities such as sustainability digitisation are quickly shaping agenda. This paper explores key components of agenda among Irish hotels in Republic Ireland how these concepts relate to their public customer image. While multifaceted hybrid model is rapidly emerging new theme sustainable tourism industry, previous literature failed address issue relation a lack uptake from hoteliers. A post-positivistic paradigm was adopted for this study. Primary data indicates that most hoteliers were positively receptive towards “smart” “green” despite many challenges. research will interest policy makers, central government, organisations practitioners.