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dc.contributor.author
Boti, Eirini
en
dc.contributor.author
Zapounidou, Pinelopi
en
dc.date.accessioned
2015-06-19T13:45:08Z
dc.date.available
2015-09-27T05:58:14Z
dc.date.issued
2015-06-19
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/457
dc.rights
Default License
dc.title
Consumer's behaviour regarding green hotels
en
heal.type
masterThesis
heal.keyword
Consumer behavior--Environmental aspects
en
heal.keyword
Hotels--Environmental aspects
en
heal.keyword
Hotel management--Environmental aspects
en
heal.keyword
Dissertations, Academic
en
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Environmental Management and Sustainability
heal.publicationDate
2013
heal.bibliographicCitation
Boti Eirini and Zapounidou Pinelopi, 2013, Consumer's behaviour regarding green hotels,Master's Dissertation, International Hellenic University
en
heal.abstract
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.
en
heal.tableOfContents
List of tables............................................................................................................III List of figures......................................................................................................... IV Abstract ................................................................................................................... V Abbreviations........................................................................................................ VII Acknowledgements...............................................................................................VIII Introduction..............................................................................................................1 CHAPTER ONE: PRELIMINARY PHASE 1.1 Incentives ...........................................................................................................2 1.2 Objectives of the thesis .....................................................................................3 CHAPTER TWO: LITERATURE REVIEW 2.1 Defining a green/ or ethical hotel.......................................................................5 2.2 Integration concept of green tourism.................................................................7 2.3 Greek concept of green tourism.........................................................................8 2.4 Green strategies in tourism industry ................................................................10 2.5 Certification programs .....................................................................................11 2.5.1 Green key eco – label..............................................................................11 2.5.2 Green Tourism Business Scheme ...........................................................13 2.5.3 Green Globe Certification ......................................................................13 2.5.4 International Standards Organization (ISO) ..........................................14 2.6 Theory of planned behavior ............................................................................14 CHAPTER THREE: RESEARCH DESIGN 3.1 Type of survey .................................................................................................17 3.2 Methodology ...................................................................................................18 3.3 The questionnaire ............................................................................................19 CHAPTER FOUR: RESULTS 4.1 Demographic data of the poll...........................................................................20 II 4.2 Investigation in the consumer’s preference of staying in a sustainable hotel...... ................................................................................................................................22 4.3 The influence of the demographic data in the consumer’s intention to visit a sustainable hotel ..........................................................................................30 4.4 The influence of behavioral beliefs, normative beliefs, control beliefs and attitudes in the consumer’s intention of visiting in a green hotel.........................................32 4.5 The influence of consumer’s plans to stay in a green hotel when traveling with the “Behavioral Beliefs”, “Normative Beliefs”, “Control Beliefs”, “Attitudes”, “Subjective Rules” and “Perception Behavior Control”........................................34 4.6 The influence of the demographic data to the consumer’s plans of visiting in a green hotel..............................................................................................................35 4.7 The influence of the consumer’s demographic data in their intention to boycott an unethical hotel chain ..............................................................................................36 4.8 The influence of the variable VI3 to the “Behavioral Beliefs”, “Normative Beliefs” and “Control Beliefs”...............................................................................39 4.9 The influence of the variable CB3 to the “Behavioral Beliefs”, “Normative Beliefs” and “Control Beliefs”...............................................................................40 4.10 The influence of the variable BB2 to the “Negative Intension” and “Dialogue Intensions” .............................................................................................................42 4.11 The influence of the demographic data in the consumer’s intention to boycott unethical hotel chains ............................................................................................43 4.12 The influence of the consumer’s demographic data in order to affect others in order to boycott hotel chains..................................................................................48 References..............................................................................................................52 Annex..................................................................................................................LIV
en
heal.advisorName
Schmude, Prof. Dr. Jürgen
en
heal.committeeMemberName
Schmude, Prof. Jurgen
en
heal.committeeMemberName
Christou, Prof. Evangelos
en
heal.committeeMemberName
Anastasiadis, Dr Foivos
en
heal.academicPublisher
School of Economics & Business Administration, MSc in Sustainable Development
en
heal.academicPublisherID
ihu
heal.numberOfPages
70
heal.fullTextAvailability
true


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