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Awareness raising is the primary step of creating public’s pro-environmental behaviors. In hotel industry, it is suggested that administrators personal design, and propagate environmental awareness campaign to their customers to encourage them in working towards preventing world. This study investigated the extent to which small size and very small size hotels in Khon Kaen raised foreign customers’ environmental awareness. Discourse analysis was employed as an analytical tool exploring environmental campaign signs used by 34 hotels (29 small size and 5 very small size). Findings indicated four environmental issues, smoking prohibition, room cleanliness regulation, water and electricity saving, and environmental saving being used as the topic of awareness building, while the very small size hotels exhibited one concern about smoking prohibition. Findings lead to the conclusion that the small size hotels show high degree of their concerns about world environment, so they exhibit clear four environmental points through their awareness raising signs used in communicating with customers. The very small size hotel, however, clearly position themselves as the inactive actors who only raised customers’ awareness only on one trivial environment concern.