McColl et all (1994, p116) defined consumer behavior as “the actions a person
takes towards purchasing and using products and services, including the decisionmaking
process that precedes and determines those actions”. From the above
statement, it is possible to say that actions carried out by persons (tourists) are very
important for the development of the tourism industry. Therefore, it is suggested here
that in order to become a successful manager in the tourism industry, managers must
be able to identify and understand consumer needs and wants and subsequently
marketing programs, that will satisfy those mentioned items (Anon, 1985). Given this,
marketing managers must also pay attention to analyze consumer behavior. This need
has been recognized since currently consumers have been turning down what appears
to be winning offers and have become more discerning when questioning and
comparing products and services. Given the regard, it becomes clear that consumer’s
behavior is never simple and is affected by many factors.
The following paper is divided into two main sections: In the first section
(chapter one and chapter two), the purpose of the paperwork is clarified. Furthermore,
there is an analysis of the term “green hotels”. Also, there is an integration concept of
tourism in general and a chapter which is referred to Greek tourism specifically.
Moreover, there is a farther analysis about green strategies in the tourism industry and
the classification programs. Another important issue is the new trends in the tourism
industry regarding green strategies. Lastly, there is a chapter referring to the theory of
planned behavior in which the primary research is based on. Generally, there is a
literature review which leads us to conclude that, globally, consumers are conscious
about the environment and they try to protect it, as they claimed, when they have the
means to contribute. It is also understood that even the tourism industry is affected by
environmental and ecological changes. That is why tourism operators seek, either
because they are interested or for promotional reasons, to protect and preserve green
and ecology.
In the second section, and in chapters three to five, the methodology of the
research is discussed, the results and the conclusions of the research conducted and
there is an added concern to investigate and record views and preferences related to
tourism, green tourism and consumer’s intention to boycott hotels that seriously
damage the environment and have unsustainable behaviour.
VI
From the results of the research we are able to conclude that green hotels are a
major niche sector in the Greek economy. In the last decades, consumers tend to
become more familiar with the terms of green hotels and strategies as well as
sustainability.
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