Factors influencing tourists’ behaviour towards green hotels
Factors influencing tourists’ behaviour towards green hotels
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2014-00-00
Authors
Sally
Subramonian, Hema
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Abstract : Environment-friendly hotel operations may be the wave of the future for a variety of reasons. A greater proportion of hotel guests are demanding “green operation”, or in other words there are a lot of green customers out there who are demanding for environmental-friendly hotel or green hotel. This research focused on the aspects that will affect tourist behavior which would lead to their decision making. Based on the testing of hypothesis, the study showed that tourist perception, attitude and learning are the factors that influence tourists’ behavior and their behavior in turn influences their decision making. When three of the variables were combined, learning and attitude showed a positive relationship with behavior while perception had a negative relationship. Though the opportunity for green hotels to grow is quite high, the hoteliers must remember that the level of willingness to pay extra for staying in green hotels is not really high. However, it is still at the considerable stage. The limitation of this study is that the study was carried out only in specific areas around Kuala Lumpur and Genting Highland. A future study can be carried out to identify the benefits of implementing environmental management for hotels and create insights for hoteliers on the benefits reaped by turning their hotel into green hotel.
Full text access : Research & development Centre, Taylor’s University, Malaysia (e-mail: GTDLSRnD@taylors.edu.my)
Full text access : Research & development Centre, Taylor’s University, Malaysia (e-mail: GTDLSRnD@taylors.edu.my)
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Factors influencing tourists’ behaviour towards green hotels
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Sally
Subramonian, Hema
Subramonian, Hema
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2014-00-00
Description
Abstract : Environment-friendly hotel operations may be the wave of the future for a variety of reasons. A greater proportion of hotel guests are demanding “green operation”, or in other words there are a lot of green customers out there who are demanding for environmental-friendly hotel or green hotel. This research focused on the aspects that will affect tourist behavior which would lead to their decision making. Based on the testing of hypothesis, the study showed that tourist perception, attitude and learning are the factors that influence tourists’ behavior and their behavior in turn influences their decision making. When three of the variables were combined, learning and attitude showed a positive relationship with behavior while perception had a negative relationship. Though the opportunity for green hotels to grow is quite high, the hoteliers must remember that the level of willingness to pay extra for staying in green hotels is not really high. However, it is still at the considerable stage. The limitation of this study is that the study was carried out only in specific areas around Kuala Lumpur and Genting Highland. A future study can be carried out to identify the benefits of implementing environmental management for hotels and create insights for hoteliers on the benefits reaped by turning their hotel into green hotel.
Full text access : Research & development Centre, Taylor’s University, Malaysia (e-mail: GTDLSRnD@taylors.edu.my)
Full text access : Research & development Centre, Taylor’s University, Malaysia (e-mail: GTDLSRnD@taylors.edu.my)
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Hospitality industry–Malaysia–Management
Hospitality industry–Malaysia–Environmental aspects
Ecotourism--Malaysia
Sustainable tourism--Malaysia
Hospitality industry–Malaysia–Environmental aspects
Ecotourism--Malaysia
Sustainable tourism--Malaysia
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School of Hospitality, Tourism and Culinary Arts