A deeper understanding of customers’ desire for and participation in green activities can lead to organizations designing more efficient and effective green programs. This research finds that the guests’ assessment of the importance of being environmentally friendly has the greatest effect on their intention to stay in a green hotel. Second, the research identifies the following customer barriers to participation: inconvenience, perceptions of cost cutting, and decreased luxury—all of which significantly affect consumers’ intention to stay at a green hotel or pay more for a room in such a hotel. Third, the results show that customers believe that hotels should have certain green practices, but did not consider it important to stay in a hotel that actually maintains the thirteen green practices tested here. Fourth, the results find that customers behave with greater environmental responsibility at home than they do in a hotel. Among the implications of these findings is the idea that hotel managers’ communications and actions must be relevant to guests’ concerns by educating customers, increasing convenience to participate in green programs, and decreasing perceptions of cost cutting.
The American business traveller is a very important customer in the
lodging industry. Because of this it is essential that the lodging
industry understands the expectations and demographic make‐up of this
group of individuals. Presents the responses of 433 American business
travellers obtained from a national survey. Divides the respondents into
two categories: the frequent business traveller who was away from home
on at least ten overnight business trips, and the infrequent business
traveller who was away from home overnight less than ten times (at least
once). Gives a demographic profile of the total sample of business
travellers, frequent business travellers and infrequent business
travellers. Compares the same three groups with regard to how important
a total of 56 services and amenities that may be provided by a lodge are
in selecting lodging accommodation.
A sample of the business travel market is analyzed to determine whether the importance placed on particular hotel product attributes varies by travel situation. Multiple discriminant analysis is used to see whether certain attributes are able to correctly discriminate among five travel situations.
This study uses canonical correlation analysis to examine the relationship between two sets of variables that can be used in evaluating a travel destination. The first set is composed of five variables that are referred to as previous travel experience and trip characteristics. These five variables include two measures of previous travel experience (number of countries visited, number of countries visited for pleasure) and three trip characteristics (length of stay, number of people in the travel party, and travel mode). The second set of variables consists of four criterion variables referred to as destination evaluation variables. These variables (satisfaction, service quality, value, and likelihood to return) are used to evaluate the travel destination. Results of the study indicated that a portion of the variance in destination evaluation can be attributed to previous travel experience and trip characteristics.
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