HANOI UNIVERSITY

FACULTY OF MANAGEMENT AND TOURISM

SUSTAINABLE TOURISM

CASE STUDY ON SUSTAINABLE TOURISM DEVELOPMENT

EARTH HOUR IN LAGUNA LĂNG CÔ RESORT

 Table of Contents
Abstract............................................................................................................................................1

I. Introduction............................................................................................................................2

A. Brief overview of the case study........................................................................................2

B. Background of the destination/region and its importance in tourism...........................2

C. Objectives of the case study report...................................................................................3

II. Methodology........................................................................................................................3

A. Description of the research approach...............................................................................3

C. Participants and stakeholders involved in the study.......................................................4

III. Context of Sustainable Tourism Development.................................................................4

A. Overview of the hotel/resort’s tourism offerings.............................................................4

B. Current challenges faced by the hospitality sector..........................................................5

IV. Sustainable Practices in Hotel/Resort...............................................................................5

A. Sustainable Hotel/Resort Management............................................................................5

B. Environmental Sustainability............................................................................................7

C. Socio-cultural Impact.........................................................................................................8

D. Economic Benefits................................................................................................................9

V. Impact Evaluation and Lessons Learned...........................................................................10

A. Assessment of the impact of practices on sustainability goals (SDGs)........................10

VI. Conclusion.........................................................................................................................13

A. Summary of the case study findings...............................................................................13

B. Implications for sustainable hotel/resort development.................................................14

C. Recommendations for future improvements and actions.............................................14

VII. References..........................................................................................................................15

VIII. Appendices....................................................................................................................16
 Abstract

This case study examines the Earth Hour initiative at Laguna Lăng Cô, a prominent eco-tourism
destination in central Vietnam. Held annually in March, Earth Hour aims to raise awareness
about climate change and promote sustainable practices by encouraging participants to turn off
non-essential lights for one hour. At Laguna Lăng Cô, the event is celebrated with a variety of
activities, including candlelight dinners, live music, and environmental workshops, engaging
both local communities and international visitors. The report explores the motivations behind the
destination’s participation in Earth Hour, focusing on its commitment to environmental
conservation, energy consumption reduction, and community involvement. It also evaluates the
effectiveness of the event in raising awareness and fostering sustainable behaviors, alongside its
broader impact on tourism and environmental initiatives in the region. Through a comprehensive
analysis of Laguna Lăng Cô’s strategies and activities during Earth Hour, this study identifies
key lessons and provides recommendations for enhancing the impact of future sustainability
events. The findings contribute to understanding how Earth Hour can serve as a model for other
tourism destinations committed to sustainability and environmental stewardship.
 I. Introduction

A. Brief overview of the case study

Earth Hour at Laguna Lăng Cô is a significant environmental initiative to raise awareness about
climate change and promote sustainability. Held annually in March, the event encourages
participants to switch off non-essential lights for one hour, symbolizing a collective commitment
to protecting the planet.

At Laguna Lăng Cô, activities often include candlelight dinners, live music, and educational
workshops focused on environmental conservation. The event attracts both locals and tourists,
fostering community engagement and dialogue about sustainability practices. Participants are
encouraged to share their experiences on social media, further spreading the message of
environmental stewardship. Overall, Earth Hour at Laguna Lăng Cô combines celebration with
activism, inspiring individuals to take action for a healthier planet.

B. Background of the destination/region and its importance in tourism

Laguna Lăng Cô, located in central Vietnam, is a premier tourist destination known for its
stunning landscapes, cultural heritage, and luxury resorts. Situated in the Thua Thien Hue
province, this area boasts an idyllic blend of white sandy beaches, lush jungles, and the majestic
Truong Son mountains. Lăng Cô itself is part of a 10-kilometer stretch along the coastline,
recognized as one of Vietnam's most beautiful bays. The region is near several UNESCO World
Heritage Sites, including the historic city of Hue, the ancient town of Hoi An, and the My Son
Sanctuary, making it an attractive hub for travelers interested in both nature and cultural
exploration.

Its strategic location between Da Nang and Hue, both equipped with international airports, makes
it easily accessible for tourists, helping to boost its reputation as a high-end destination. Laguna
Lăng Cô is particularly known for its luxurious resorts and the award-winning Laguna Golf Lăng
Cô course, which attracts both domestic and international visitors. The region's significance in
tourism is further amplified by its commitment to sustainable and responsible tourism practices.
Resorts and local organizations prioritize environmental conservation and community
involvement, creating a model for ecotourism in Vietnam. This combination of cultural richness,
natural beauty, and sustainable development makes Laguna Lăng Cô an essential destination in
Vietnam’s tourism landscape, appealing to a wide range of travelers from around the world.
 C. Objectives of the case study report

This objective of the report involves analyzing why Laguna Lăng Cô participates in Earth Hour,
including their commitment to environmental protection and raising community awareness. This
aim examines how the event affects energy consumption reduction and environmental impact at
Laguna Lăng Cô and how the local community receives and engages with it. Moreover, the report
also analyzes Laguna Lăng Cô’s activities and strategies during Earth Hour by evaluating the
activities organized during the event, including energy-saving strategies, communication efforts,
and ways to raise community awareness. To identify lessons and insights for similar
environmental initiatives and draw key lessons from Earth Hour that could be applied to improve
sustainability events in the future. Based on the analysis, the report will offer suggestions to
enhance the impact of Earth Hour at Laguna Lăng Cô in the coming years.

II. Methodology

A. Description of the research approach

The research included secondary data research and a qualitative technique. Through in-person
interviews, the qualitative approach gives us a more thorough comprehension of respondents'
opinions of Laguna Lang Co sustainable tourism. This method has the advantage of allowing us
to gather qualitative data in addition to digital data. As a result, we will also have new, in-depth
information and particular evidence to support this study report. To further elucidate the concept,
the research also examined data from previous studies.
B. Data collection methods (interviews, surveys, literature reviews, etc.)
We contacted interviewees through methods such as email, Facebook and Zalo to ask for
permission to interview. Interviews were conducted using online platforms such as Google Meet
with meeting links sent via email. It was important to have a designated note taker during the
interview and we made sure to ask their permission before recording the interview out of respect.
1. What specific activities has Laguna done during the "Earth Hour" campaign to raise
awareness and commitment of employees and guests to environmental protection?
2. What measures have been taken to ensure that the "Earth Hour" campaign is effective in
the long term, not just a short-term campaign?
3. What changes has Laguna made in its energy and resource consumption to support the
"Earth Hour" campaign?
 4. Does the resort use renewable energy sources or implement any energy-saving measures
as part of this campaign?
5. Does the "Earth Hour" campaign have any plans to connect with the local community or
create a positive impact on people around the resort?
6. Does Laguna organize any activities or events to educate or encourage tourists and locals
to participate in environmental protection activities?
7. What economic benefits has Laguna seen from its "Earth Hour" campaign activities, such
as energy cost savings?
8. Does the resort have any long-term plans to continue to maintain and grow the economic
benefits from implementing sustainable campaigns and activities?

C. Participants and stakeholders involved in the study

We are very grateful to Mr. Christan Dinh (Marketing Communication Executive) and Mr.
Quang Doan (CSR Officer/Sustainability Officer) for supporting us in completing this research.
They are the people who work directly in Laguna Lang Co and in the sustainable development of
the resort. Therefore, they have the most objective and detailed view of sustainable tourism
campaigns than anyone else. And they are all of different ages (30+), so their observations, work
and answers will be deeper and more comprehensive.

III. Context of Sustainable Tourism Development

A. Overview of the hotel/resort’s tourism offerings

Laguna Lăng Cô is a high-end resort located in Thừa Thiên-Huế Province, Vietnam, renowned
for its diverse tourism services that provide an ideal experience for visitors. The resort offers a
variety of accommodations, from luxurious villas to high-standard hotels, allowing guests to
enjoy utmost comfort and convenience. Additionally, Laguna Lăng Cô features a wide range of
water sports activities, such as windsurfing, kayaking, and swimming, along with an 18-hole golf
course designed by the legendary Nick Faldo, attracting sports enthusiasts.

The dining experience here is equally diverse, with numerous restaurants serving dishes that
range from traditional Vietnamese cuisine to delicious international fare, catering to the tastes of
various diners. Moreover, the resort boasts a spa and wellness center, where guests can indulge in
relaxing and beauty treatments, helping them rejuvenate after long days of exploration.
In addition, Laguna Lăng Cô organizes many outdoor activities, such as nature tours, trekking,
and visits to nearby attractions like the Imperial City of Huế and Lăng Cô Beach. The resort is
also an ideal venue for events, conferences, and weddings, with professional support services
available. Overall, Laguna Lăng Cô is not just a perfect vacation destination but also a place that
offers a rich and diverse experience for visitors, combining relaxation, exploration, and exquisite
dining.

B. Current challenges faced by the hospitality sector

The hospitality sector at Laguna Lăng Cô, Vietnam, faces several key challenges as it seeks
sustainable growth. Balancing tourism development with environmental preservation remains a
priority, as the area’s natural beauty is a major draw for tourists. Resorts like Laguna Lăng Cô,
which hold certifications like EarthCheck Gold, are leading in sustainable practices, but
achieving sector-wide adherence to similar standards is essential. Community engagement is
another focus, with initiatives such as partnerships with local social protection centers, although
expanding these efforts across the region poses logistical challenges. Culinary innovation has also
gained traction with leaders like Chef Renato Rizzi, who focuses on unique flavors and
sustainable sourcing to enhance dining experiences. However, meeting the diverse culinary
expectations of guests is an ongoing effort. Infrastructure improvements to enhance accessibility
to the area, especially with proximity to major airports in Da Nang and Hue, are essential for
growth but require overcoming bureaucratic and regulatory hurdles. Overall, Laguna Lăng Cô’s
hospitality sector is working to balance development with environmental conservation,
community support, and cultural enrichment, aiming to keep the region attractive for global
tourism.

IV. Sustainable Practices in Hotel/Resort

A. Sustainable Hotel/Resort Management

Sustainability has emerged as a key trend that is changing the hotel industry as more
environmentally concerned consumers alter their behavior. The hospitality industry is rapidly
changing to promote socially conscious projects and adopt practices that have a less
environmental effect (Chechi, 2023). Nowadays, resorts and hotels are aiming to combine
providing outstanding customer service with a minimal carbon impact by learning about
sustainable hotel practices. Laguna Lăng Cô, Vietnam has successfully taken a lead in applying
various sustainable practices in hotel and resort management, namely Earth Hour.

a. Collaborative governance and stakeholder involvement

Collaborative governance and stakeholder involvement are essential for promoting Earth Hour in
Laguna Lăng Cô, Vietnam, by creating a unified commitment to environmental awareness.
Through partnerships among local government, hotel management, businesses, environmental
organizations, and the community such as NGOs, Earth Hour initiatives can be effectively
organized and widely supported (lagunalangco.com, 2024). This collaboration encourages
various stakeholders to participate actively, with hotels and resorts dimming lights, hosting
candlelit dinners, and providing educational activities to engage both tourists and locals. Such a
united effort amplifies the impact of Earth Hour, raising awareness about climate change and
energy conservation. By fostering a sense of community and shared responsibility, Laguna Lăng
Cô not only contributes to global environmental efforts but also strengthens its identity as a
sustainable destination that values and promotes environmental stewardship.

b. Long-term planning and management strategies

By developing a multi-year plan that aligns with regional sustainability goals, local authorities
and businesses can ensure that Earth Hour becomes an anticipated annual event, Laguna Lăng Cô
is promoting environmental consciousness among both locals and tourists. Key strategies include
integrating Earth Hour into the marketing plans of hotels and resorts, fostering partnerships with
environmental organizations to maintain awareness campaigns throughout the year, and offering
training programs for businesses on sustainable practices. Additionally, creating community
incentives, such as discounts at participating businesses for those who attend Earth Hour events
or adopt eco-friendly behaviors, can drive higher participation. Education programs in local
schools on energy conservation and environmental stewardship can further embed the principles
of Earth Hour into the community.

c. Community engagement and local empowerment

In 2024, Laguna Lăng Cô joined hands in embracing the “Give an Hour to the Earth” message to
the community through various meaningful activities such as training and quizzes on energy
topics, turning off lights, saving energy and bonding time together at our restaurants. The hotel
promotes guest engagement by encouraging them to turn off unnecessary devices and lights from
08:30 PM to 09:30 PM, or joining 60+ Street Food Market, enjoying live music (unplugged), and
various fun activities for children. Additionally, recognizing and celebrating community-driven
efforts, such as local businesses that adopt sustainable practices or residents who contribute
innovative ideas for Earth Hour, for example the campaign “Be a change maker- use your power”
in 2018, which is a series of three challenges that encourage the power of knowledge, creativity
and speaking out from all Laguna Lang Co, strengthens local commitment. This inclusive
approach ensures that Earth Hour resonates deeply within Laguna Lăng Cô, positioning it as
more than an event—rather, as a cornerstone of community identity and pride in environmental
action.

B. Environmental Sustainability

Laguna Lang Co is an ecologically significant area known for its rich biodiversity. The
conservation and protection of its natural resources are essential for ecological balance and
community support. In May 2020, Laguna Lang Co retained the Gold EarthCheck Certification,
first achieved in 2019. This certification underscores the commitment to sustainability and
positions Laguna Lang Co as a leader in sustainable tourism.

a. Conservation and protection of natural resources

Laguna Lăng Cô has actively integrated environmental conservation into its Earth Hour
initiatives to raise awareness about the importance of natural resources. Through Earth Hour,
Laguna Lăng Cô has demonstrated a commitment to protecting natural resources by organizing
activities that engage guests and staff in environmental stewardship. In 2020, associates
participated in the “RUN FOR EARTH - 60KM CHALLENGE,” a virtual run aimed at fostering
a healthier, eco-conscious lifestyle (Laguna Lăng Cô CSR Report, 2020). As part of the
campaign, associates collected litter along popular tourist trails, including Hai Van Pass,
reinforcing a shared responsibility for preserving local landscapes. This aligns with Laguna Lăng
Cô’s broader sustainability goals, which emphasize conservation efforts that directly engage the
community and promote environmental awareness (Laguna Lăng Cô, 2024).

b. Energy efficiency and renewable energy initiatives

Laguna Lăng Cô’s Earth Hour events consistently emphasize energy efficiency, a core element of
the resort’s sustainability strategy. Since 2015, the resort has participated in Earth Hour by
turning off non-essential lighting, hosting candlelit dinners, and engaging guests and staff in
energy-saving practices. In 2019, Laguna Lăng Cô organized a Candlelight Dinner featuring
handwritten menus and candle decorations, where 137 guests and 60 associates joined,
collectively saving 136.176 kWh in just one hour (Laguna Lăng Cô CSR Report, 2020).

In 2020, the resort saved 384 kWh at Angsana Lăng Cô and 56 kWh at Banyan Tree Lăng Cô by
participating in the lights-off event. These actions highlight the resort’s continuous efforts to
reduce energy consumption and promote renewable energy awareness. In addition, the resort’s
“Energy Saving Week” in 2022 and annual Earth Hour quizzes for staff help deepen
understanding of energy efficiency and foster a sustainable mindset among employees and guests
alike (Laguna Lăng Cô, 2024).

c. Waste reduction and recycling programs

In line with Earth Hour’s goals to reduce waste and promote sustainable practices, Laguna Lăng
Cô has introduced initiatives focused on waste reduction and recycling. For example, Earth Hour
2021 featured candle decorations crafted from recycled cans, promoting the creative reuse of
materials (Laguna Lăng Cô, 2024). Additionally, the 2020 “RUN FOR EARTH - 60KM
CHALLENGE” included litter collection along the running route, emphasizing the importance of
waste management within the local environment (Laguna Lăng Cô CSR Report, 2020). By
encouraging both guests and staff to limit plastic use and adopt eco-friendly habits, Laguna Lăng
Cô strengthens its commitment to sustainable waste management practices.

C. Socio-cultural Impact

The Earth Hour campaign at Laguna Lăng Cô has not only had positive environmental effects but
has also generated significant social impacts.

a. Community engagement and awareness raising

Laguna Lăng Cô actively gathers the local community in planning Earth Hour events. Residents
can get involved in the campaign as organizers, local guides, or participants, which gives them a
sense of pride and ownership. Additionally, this strategy ensures that the activities are appropriate
and valuable to the community and catch their attention. The important point is that they unite
people to share experiences and work for a common goal.
What stands out from this campaign is Earth Hour serves as a platform for educating the local
community about the importance of sustainable tourism. “Give an Hour to the Earth” is their
promotion message throughout the campaign every year. Through the act of turning off lights
along with lots of engaging activities in the dark, workshops, energy-themed talks, the hotel has
also successfully raised awareness among guests, associates, and the community about the
importance of environmental protection and the benefits of sustainable tourism development.
Many guests expressed their admiration for this initiative and felt they had contributed to
protecting the planet.

b. Cultural Preservation

The Earth Hour campaign at Laguna Lăng Cô plays a significant role in promoting cultural
preservation among both guests and the local community. By incorporating local cultural
elements into Earth Hour activities, the resort actively celebrates traditional values. For instance,
the resort often organizes traditional cultural activities such as music performances and street
food festivals amidst candlelight to introduce the beauty of Hue's culture to guests (Laguna Lang
Co, 2024). One of the highlights of the campaign is encouraging guests to explore and experience
local culture more deeply. Reducing artificial light has allowed guests to admire the night sky and
appreciate the natural beauty of the area.

Laguna Lang Co exemplifies sustainable luxury by adhering to its core values, demonstrating the
potential of tourism in harmony with conservation efforts. Focusing on sustainable approaches in
line with the Banyan Group, regarding one of the most pristine sustainable improvement
programs named “Earth Hour”, along with biodiversity and ecosystem conservation. A
combination of nature preservation, waste reduction, social initiatives and human capital
development leveled up the economic rewards for multiple parties, including both the resort
complex and the local community.

D. Economic Benefits

a. Economic diversification and job creation

The Earth Hour initiative at Laguna Lang Co not only raises awareness about environmental
protection but also creates job opportunities for the local community. The involvement of staff
and guests in activities such as food festivals and outdoor events encourages the development of
supporting services like dining and entertainment. This fosters economic diversification in the
region, helping to reduce reliance on a single industry. According to an internal report from
Laguna Lang Co regarding the “Earth Hour” program, during the 2024 Earth Hour event, 60
guests and 35 staff participated, showcasing the resort's ability to attract and engage the
community. Additionally, the event also helped economically manage the energy resource, in
which the resort reported to have saved 195.66 kWh during the hour of electricity conservation,
which translates to a reduction in operational costs associated with energy consumption in Earth
Hour 2023.

b. Fair Wages and Working Conditions for Tourism Employees

Laguna Lang Co is committed to ensuring good working conditions for its associates through
initiatives like Earth Hour as an undeniable part of the activity. Employee participation in events
such as Earth Hour not only creates a positive work environment but also enhances skills and
environmental responsibility. In fact, Earth Hour is held not only for reserved customers but also
for associates, in which they partake in several educational activities on energy saving and
strengthening the bonds together. For instance, the 2024 Earth Hour encouraged associates to join
in decorating the logo of the property and the 60+ Earth Hour symbol with candles; the 2023
Earth Hour held a Street Food Festival under the candlelights for participants; and several more
meaningful activities that Laguna Lang Co has maintained and developed for the bonds and
culture of associates within the firm, creating a satisfactory and flexible working condition which
differentiates the firm within the competitive market.

c. Links with Local Businesses and Suppliers

Laguna Lang Co actively collaborates with local businesses to enhance economic benefits for the
community. During Earth Hour, the resort encourages guests to participate in activities such as
enjoying local cuisine, supporting farmers and artisans in the area, planting trees and wandering
around the shores when the lights are off. Approximately 80% of the goods sold in the resort's
galleries are sourced from nearby suppliers, ensuring that financial resources remain within the
community (Golf Business News, 2024).

V. Impact Evaluation and Lessons Learned

A. Assessment of the impact of practices on sustainability goals (SDGs)

a. Sustainable Hotel/Resort Management

Laguna Lăng Cô’s sustainable management aligns with several SDGs by incorporating
environmentally conscious practices, especially like Earth Hour, reducing its carbon footprint,
and promoting responsible consumption (SDGs 13 and 12). The resort fosters collaboration
among local government, NGOs, businesses, and guests (SDGs 17 and 11), building a unified
commitment to climate awareness and sustainable tourism. Through long-term planning, the
resort integrates sustainability into its annual operations and educates the community,
encouraging lasting behavioral change (SDGs 7 and 12). Laguna Lăng Cô also empowers the
local community by providing educational activities on energy conservation and sustainability,
promoting job creation, and fostering a sense of environmental identity (SDGs 4, 8, and 11).

b. Environmental Sustainability

Laguna Lăng Cô’s environmental initiatives highlight its dedication to SDG 15 (Life on Land)
and SDG 13 (Climate Action). Efforts to conserve natural resources and reduce energy use, such
as “edible golf courses” that incorporate rice fields and promote local biodiversity, reflect the
resort’s commitment to ecosystem preservation. By minimizing its carbon footprint through
energy conservation and preservation of local habitats, Laguna Lăng Cô actively contributes to
climate action. These initiatives create a sustainable environment that enhances guest experiences
and preserves the natural beauty of the area for future generations.

c. Socio-cultural Impact

Earth Hour serves as a unique platform for cultural preservation, aligning with SDG 11
(Sustainable Cities and Communities) and SDG 16 (Peace, Justice, and Strong Institutions).
Through traditional performances, local cuisine, and culturally significant events, Laguna Lăng
Cô celebrates Hue’s cultural heritage, introducing guests to the richness of Vietnamese culture.
This approach promotes cross-cultural understanding and appreciation, fostering a respectful
relationship between guests and locals. Earth Hour also encourages community involvement and
ownership of the initiative, strengthening trust, and collaboration within Laguna Lăng Cô’s
community. These efforts help to preserve cultural traditions and promote peace and unity
through shared environmental values.

d. Economic Benefits
Laguna Lăng Cô’s sustainable tourism model provides economic benefits, closely linked to SDG
8 (Decent Work and Economic Growth) and SDG 1 (No Poverty). The resort’s commitment to
fair wages, job creation, and economic diversification strengthens the local economy. By
supporting local businesses, sourcing materials locally, and promoting community-based tourism
initiatives, such as farm excursions and forest walks, Laguna Lăng Cô helps improve local living
standards and reduce poverty. The resort also fosters agricultural development by integrating
local produce into its offerings, creating a mutually beneficial relationship with local farmers and
suppliers. Additionally, eco-tourism activities at Laguna Lăng Cô support economic growth,
attracting travelers who value sustainable luxury and generating revenue that benefits the local
community.

- Identification of challenges and obstacles faced during implementation

As one of the top resorts in Vietnam, Laguna Lăng Cô has implemented a number of
sustainability initiatives starting with the Earth Hour campaign. However that strong
sustainability posture has some significant challenges: aligning guest expectations and
sustainability initiatives, needing significant investments, and engaging multiple stakeholders.

One of Laguna Lăng Cô's key challenges is balancing luxury guest expectations with
sustainability. Candle-lit dinners during Earth Hour lessen carbon emissions and create a more
romantic atmosphere, but guests may feel that adjustments of light or climate control which
sacrifice some comforts are inconvenient. Laguna Lăng Cô works to elevate the appeal of these
measures by marketing sustainability as an element of the unique guest experience, even though,
relaxing guests into valuing such practices takes time and effort to educate guests.

Implementing sustainable practices requires a great deal of money in many cases, including
upfront investments in energy-efficient systems and waste management solutions, such as
composting and wet waste recycling. Although these types of investments offer long-term
rewards, they also involve high initial costs. During economic challenges like the recent
pandemic, Laguna Lăng Cô faced reduced revenue, which strained its ability to maintain these
initiatives. This highlights the financial balancing act necessary for resorts aiming to meet high
environmental standards without compromising luxury services.

Sustainable practices require broad support from both the local community and guests. However,
engaging these stakeholders effectively is complex. Local residents and international guests often
have varying levels of environmental awareness, and motivating their participation in Earth Hour
activities demands consistent outreach and education. Laguna Lăng Cô has tackled this by
hosting interactive events, like unplugged performances, to make Earth Hour more engaging for
all participants. Yet, achieving consistent involvement remains challenging, and integrating more
frequent year-round engagement activities could help reinforce the campaign’s impact.

- Key lessons learned and best practices for other destinations

As sustainable tourism gains prominence, the experience of Laguna Lăng Cô in Vietnam offers
valuable insights for other destinations.

One major lesson from Laguna Lăng Cô is the importance of collaborative governance. With the
involvement of local governments, businesses, environmental organizations, and community
members, everybody is able to share the same commitment to sustainability. Such partnerships
only strengthen initiatives like Earth Hour, fostering in people a sense of community ownership
that amplifies environmental awareness and action. Effective sustainable tourism involves
planning in the long term. Destination-level multi-year sustainability plans support regional
goals, embedding both operations and marketing efforts in light of sustainability principles. This
creates a distinct identity that appeals to eco-conscious travelers and maintains a strong
connection with community efforts over time.
Moreover, engaging the community in planning and implementing all projects ensures that
activities will be culturally relevant and build bonds within the community. For example,
activities based on local culture will enhance a visitor's experience and create a shared
commitment to sustainability.
It is also through education that a culture of sustainability is created: Workshops, awareness
camps, and notifications to both visitors and locals about the problems of the environment
encourage responsible behavior for lasting change. Destinations can foster a commitment to
sustainability when they empower their people with knowledge. Lastly, innovative waste
management practices are needed to reduce ecological footprints. Practices like composting
organic wastes and reducing single-use plastics can quite substantially improve sustainability.
Advanced waste management systems, after all, make a great precedent for eco-conscious
travelers.
 VI. Conclusion

A. Summary of the case study findings

Laguna Lang Co’s Earth Hour demonstrates a clear dedication to environmental preservation and
community awareness through multifaced fields. These include energy-saving efforts, collective
activities among hotels, the local community, and guests, and interactive experiences that boost
environmental awareness among both guests and locals. Firstly, the resort’s efforts are shown in
reducing energy consumption such as implementing strict power-down practices across its
properties, promoting eco-friendly practices, and engaging both guests and staff in energy-saving
measures. Laguna Lang Co resort also celebrated various activities such as symbolic light-out
moments and educational courses throughout the campaign. In addition, in terms of the economy,
the Earth Hour campaign has enhanced the quality of life of the local community and associates
by providing them with job opportunities and corporate business.

B. Implications for sustainable hotel/resort development

Earth Hour is considered an environmental event, which not only promotes the resort’s
environmental reputation but also strengthens relationships with the local community. This
campaign also plays a significant role in reinforcing the resort’s brand identity as an eco-
conscious resort, which can attract an increasing number of clients who are aware of
environmental protection. Additionally, the resort’s efforts are a typical example of how the
hospitality sector can integrate environmental objectives with local socio-economic benefits,
positioning Earth Hour as a model for sustainable development. This approach can encourage
other resorts to adopt similar practices, creating a broader industry impact that aligns with global
environmental goals while addressing local needs.

C. Recommendations for future improvements and actions

Although Laguna Lăng Cô Resort has effectively implemented the Earth Hour campaign, there
are further suggestions to broaden its influence. Firstly, the resort can expand community
engagement through partnerships with local schools, businesses, and organizations that could
foster ongoing environmental awareness beyond the event itself. Secondly, instead of the
campaign around the nearby area of the resort, Laguna Lang Co. should promote stronger Earth
Hour on social platforms to reach and inspire the guests and online followers to adopt sustainable
practices. This also can help the resort attract more potential customers and reinforce its brand
image. Furthermore, engaging in more interactive activities, like workshops on energy-saving
methods or DIY eco-friendly products, can foster practical learning for both guests and residents.
To grow the local economy, the resort could engage local artisans and vendors during the Earth
Hour campaign, creating closer economic ties and promoting sustainable livelihoods. Finally,
conducting a follow-up evaluation to measure the campaign’s impact on energy conservation and
community engagement would provide valuable insights, ensuring Laguna Lang Co continues to
refine its Earth Hour initiatives for greater effectiveness.

VII. References

Laguna Lăng Cô. (n.d.). Earth Hour. Laguna Lăng Cô. https://www.lagunalangco.com/sust-
project/earth-hour/

Balcony Media Group. (2024, May 16). Laguna Lăng Cô enhances status as one of Vietnam's
most sustainable luxury properties. Balcony Media Group.
https://balconymediagroup.com/laguna-lang-co-enhances-status-as-one-of-vietnams-most-
sustainable-luxury-properties/

Travellers’ World. (n.d.). Laguna Lăng Cô unveils Renato Rizzi as new culinary director.
Travellers’ World. https://travellersworldonline.com/laguna-lang-co-unveils-renato-rizzi-as-new-
culinary-director/

Laguna Lăng Cô. (2024, September 25). Celebrating World Tourism Day 2024: A journey for
the community. Laguna Lăng Cô. https://www.lagunalangco.com/celebrating-world-tourism-day-
2024-a-journey-for-the-community/

Laguna Lăng Cô. (2024, August 2). Banyan Group executive chairman discusses outlook for
the travel sector in Asia. Laguna Lăng Cô. https://www.lagunalangco.com/banyan-group-
executive-chairman-discusses-outlook-for-the-travel-sector-in-asia/

Laguna Lăng Cô. (2024, May 30). Laguna Lăng Cô enhances status as one of Vietnam's most
sustainable luxury properties. Laguna Lăng Cô. https://www.lagunalangco.com/laguna-lang-co-
enhances-status-as-one-of-vietnams-most-sustainable-luxury-properties/

Glion Institute of Higher Education. (2023, December 28). Sustainability in hotels. Glion
Institute of Higher Education. https://www.glion.edu/magazine/sustainability-in-hotels/
Golf Business News. (2024, May 20). Laguna Lăng Cô enhances status as one of Vietnam's
most sustainable luxury properties. Golf Business News.
https://golfbusinessnews.com/news/environment-and-sustainainability/laguna-lang-co-enhances-
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Glion.https://www.glion.edu/magazine/sustainability-in-hotels/

VIII. Appendices

A. Survey/questionnaire forms
1. What specific activities has Laguna done during the "Earth Hour" campaign to raise
awareness and commitment of employees and guests to environmental protection?
2. What measures have been taken to ensure that the "Earth Hour" campaign is effective in the
long term, not just a short-term campaign?
3. What changes has Laguna made in its energy and resource consumption to support the "Earth
Hour" campaign?
4. Does the resort use renewable energy sources or implement any energy-saving measures as
part of this campaign?
5. Does the "Earth Hour" campaign have any plans to connect with the local community or
create a positive impact on people around the resort?
6. Does Laguna organize any activities or events to educate or encourage tourists and locals to
participate in environmental protection activities?
7. What economic benefits has Laguna seen from its "Earth Hour" campaign activities, such as
energy cost savings?
8. Does the resort have any long-term plans to continue to maintain and grow the economic
benefits from implementing sustainable campaigns and activities?
B. Interview transcripts
1. Interview #1: Mr. Christan Dinh (Marketing Communication Executive)

P: What specific activities has Laguna done during the "Earth Hour" campaign to raise awareness
and commitment of employees and guests to environmental protection?
I: On the day of Earth Hour, March 23, Laguna participated in this global initiative by organizing
various meaningful activities. These included training on energy conservation and short courses
focused on optimizing efforts during Earth Hour. For instance, there were sessions on saving
energy, turning off lights, and encouraging guests to spend quality time together in the resort. At
that time, all 10 restaurants in the resort turned off their lights to support the campaign's message.

P: What measures have been taken to ensure that the "Earth Hour" campaign is effective in the
long term, not just a short-term campaign?
I: To ensure the long-term effectiveness of the "Earth Hour" campaign, Laguna integrates various
activities throughout the year, not just during Earth Hour, that connect with the surrounding
community. This includes ongoing collaboration among different departments. For example, the
Food & Beverage department works with other departments like engineering to conduct training
on energy-related topics. As a result, on Earth Hour day, the entire hotel saved 195,600 kWh,
with significant participation from both guests and staff.

P: What changes has Laguna made in its energy and resource consumption to support the "Earth
Hour" campaign?
I: During that time, Laguna refrained from using energy-intensive services, choosing instead to
spend time together to create memories. Guests had more opportunities to converse with each
other, especially in areas outside the restaurants.

P: Does the resort use renewable energy sources or implement any energy-saving measures as
part of this campaign?
I: From what I see, the main activity was turning off the lights. As for saving other energy
sources, it’s clear that when the lights are off, they can't be on!

P: Does the "Earth Hour" campaign have any plans to connect with the local community or
create a positive impact on people around the resort?
I: I believe it does not have much impact; this is more of a follow-up activity rather than
something that truly impacts everyone. It's just a small initiative from the resort, with
participation from guests, staff, and leaders to support the activity. As for social impact, there are
other Laguna activities, like caring for the elderly and teaching English to local children. There
are many programs related to community development and support. Earth Hour is considered just
a supportive activity (though it does carry meaning and a message), but it won't have a significant
impact.
P: Does Laguna organize any activities or events to educate or encourage tourists and locals to
participate in environmental protection activities?
I: The events might be a bit large, but we do have activities that help tourists understand the
cultural values of the locality while focusing on environmental development. For example, there
are clean-up programs in the area and the "Fun English" program, where tourists can participate
and teach English to local children.

P: What economic benefits has Laguna seen from its "Earth Hour" campaign activities, such as
energy cost savings?
I: I think it mainly relates to energy cost savings. It’s about saving electricity, but there isn’t
much beyond that. We are focusing on energy savings, so it won’t be connected to other costs.

P: Does the resort have any long-term plans to continue to maintain and grow the economic
benefits from implementing sustainable campaigns and activities?
I: Currently, we are maintaining and developing, starting with improving operational efficiency
through environmental activities. For example, during Earth Hour and Earth Day, we have
activities related to education and organizing programs for local preschool children. We also hold
competitions for reducing plastic waste for middle and high school students to access and
participate in. Additionally, Laguna Lăng Cô has organized local clean-up events involving staff,
collecting nearly 100 kg of waste, cleaning graveyards, and processing food waste from
restaurants or staff cafeterias to use as fertilizer for Laguna’s organic farm. We also have green
community projects through programs that care for the elderly. Recently, we completed a
swimming safety course for local children, in collaboration with an organization that teaches
swimming to high schools and middle schools, to provide children with essential survival skills.

C. Additional data and visuals

 Figure 1: Laguna Lăng Cô’s Earth Hour in 2024 with participants, 60 guests,
35 associates

Figure 2: Laguna Lăng Cô’s Earth Hour in 2023 with participants indulging in the Street
Food Festival amidst candlelight on the central lawn
Figure 3: Activities organized by Laguna Lăng Cô throughout Earth Hour in 2022 with
participants, 77 guests, 32 associates, and 25 community members

Figure 4: Activities organized by Laguna Lăng Cô throughout Earth Hour in 2021 with
participants, 161 guests and 27 associates