GREEN & CLEAN HOSPITALITY: AN ANALYSIS OF THE INTEGRATION OF BUSINESS ETHICS AND SUSTAINABILITY IN GRAND ARTOS HOTEL, MAGELANG

Abstract

The Grand Artos Hotel in Magelang, near Borobudur Temple, plays a role in sustainable tourism by obtaining CHSE, ISO 9001, and ISO 14001 certifications and implementing CSR. However, business ethics challenges remain, such as employee workload and training. The purpose of this study is to analyze and evaluate how Grand Artos Hotel applies business ethics principles in implementing sustainable tourism practices. This study uses a descriptive qualitative case study, where the researcher serves as the primary instrument in collecting and analyzing data. Hotel Grand Artos was selected purposively due to its commitment to sustainability and business ethics, recognized through CHSE and ISO certifications, the implementation of eco-friendly concepts since the beginning of operations, its strategic position involving many stakeholders, and its complex and representative operational scale for the hospitality industry. Therefore, the findings of this study support the importance of integrating moral principles into business plans to achieve sustainability that is not only symbolic but also comprehensive and measurable. This study offers theoretical implications for the creation of a moral business model in the local hospitality industry and useful contributions to hotel management. This research analyzes the implementation of green and clean hospitality at Hotel Grand Artos, Magelang, through business ethics and the Triple Bottom Line principles. Qualitative methods reveal practical practices such as energy efficiency, waste management, and community engagement. Despite challenges, business ethics positively enhance guest satisfaction, efficiency, and the hotel's image.