Location

University of Nevada, Las Vegas

Start Date

8-6-2010 12:00 AM

End Date

10-6-2010 12:00 AM

Description

Hotel selection and attributes that are important to travelers has been extensively researched using a variety of methods (Dolnicar, 2002). Dolnicar & Otter (2003) confirmed, after reviewing 21studies related to hotel attributes, cleanliness as the top priority, followed by hotel location. In total, 173 attributes were identified that were related to image, price/value, the hotel itself, and service (Lockyer, 2005). None of those attributes, however, were related to environmental attributes of a hotel. For more than a decade, the hospitality industry has been under pressure by government legislation and regulations to implement environmental strategies and thereby reduce their carbon footprint (Zurburg, Ruff & Ninemeier, 1995). In addition to this, increased customer awareness regarding the environment has provided for new marketing opportunities for the industry (Revilla, Dodd & Hoover, 2001). 78 percent of American travelers consider themselves “environmentally conscious” (U.S Travel Association, 2009). In a survey of 1000 business travelers, 95 percent of respondents thought that lodging companies should be undertaking green initiatives. (Weissenberg, Redington, & Kutyla, 2008). Hotels have implemented a gamut of green strategies in their operations. These practices however are often implemented despite a lack of research on how specific green attributes might influence a customer’s hotel selection (Millar & Baloglu, 2008). Mark Dolliver (2008) suggests that green marketing has now become mainstream to consumers, and that companies need to make more informed decisions regarding spending on environmental initiatives and not ride the green wave without first understanding what their customers want. Several marketing research studies have concluded that customer satisfaction has a close relationship with purchase intentions (Barsky, J., & Nash, L., 2003; Baloglu, S., 2002; Mattila, A. S.,2001). Consumers form their beliefs of products’ attributes through their cognitive-learning; then generate affective responses and attitudes regarding their likes or dislikes for the products; and finally, the likes and dislikes lead to purchase behavior intentions and purchase behaviors (Fishbein, M., & Ajzen, I., 1975).

Keywords

Consumer satisfaction; Guest preference; Hotels – Environmental aspects; Mexico; Sustainability

Disciplines

Hospitality Administration and Management | Sustainability


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Jun 8th, 12:00 AM Jun 10th, 12:00 AM

Hotel guests’ perceptions of sustainable hotel practices in a Mexican destination

University of Nevada, Las Vegas

Hotel selection and attributes that are important to travelers has been extensively researched using a variety of methods (Dolnicar, 2002). Dolnicar & Otter (2003) confirmed, after reviewing 21studies related to hotel attributes, cleanliness as the top priority, followed by hotel location. In total, 173 attributes were identified that were related to image, price/value, the hotel itself, and service (Lockyer, 2005). None of those attributes, however, were related to environmental attributes of a hotel. For more than a decade, the hospitality industry has been under pressure by government legislation and regulations to implement environmental strategies and thereby reduce their carbon footprint (Zurburg, Ruff & Ninemeier, 1995). In addition to this, increased customer awareness regarding the environment has provided for new marketing opportunities for the industry (Revilla, Dodd & Hoover, 2001). 78 percent of American travelers consider themselves “environmentally conscious” (U.S Travel Association, 2009). In a survey of 1000 business travelers, 95 percent of respondents thought that lodging companies should be undertaking green initiatives. (Weissenberg, Redington, & Kutyla, 2008). Hotels have implemented a gamut of green strategies in their operations. These practices however are often implemented despite a lack of research on how specific green attributes might influence a customer’s hotel selection (Millar & Baloglu, 2008). Mark Dolliver (2008) suggests that green marketing has now become mainstream to consumers, and that companies need to make more informed decisions regarding spending on environmental initiatives and not ride the green wave without first understanding what their customers want. Several marketing research studies have concluded that customer satisfaction has a close relationship with purchase intentions (Barsky, J., & Nash, L., 2003; Baloglu, S., 2002; Mattila, A. S.,2001). Consumers form their beliefs of products’ attributes through their cognitive-learning; then generate affective responses and attitudes regarding their likes or dislikes for the products; and finally, the likes and dislikes lead to purchase behavior intentions and purchase behaviors (Fishbein, M., & Ajzen, I., 1975).