The impact of customers' attitudes towards green hotels on their willingness to pay and their recurrence intentions
Subject Areas : Jounal of Marketing ManagementMohammad ail abdolvand 1 , arezoo naeimi majd 2 , ali mohammadzadeh 3
1 - Assistant Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - PhD Student in Higher Education Management, Science and Research Unit, Islamic Azad University, Tehran, Iran
3 - MSc in Executive Management, Iran University of Science and Technology, Tehran, Iran
Keywords: WOM, Willingness to pay, Green hotel, Quality attributes, Revisit intention, Attitude,
Abstract :
Purpose: The purpose of this paper is to investigate The Attitude of consumers about green hotels: how a green hotel image can influence Willingness to pay and Revisit intention. Design/Methodology/Approach: A quantitative research methodology using a questionnaire has been proposed. To test the model developed we used the Structural equations model (SEM) approach. As noted, all constructs were assessed using 5-point Likert type scales. Findings: The consumers using hotel services are conscious about environmentally friendly practices in IRAN. They patronize the hotels that have adapted green practices though not compromising on service quality. The consumers would prefer to use lodging that follows these practices with willing to pay extra for these services. Also attitude of consumers about green hotels that effect on positive word of mouth and revisit intention.
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Gronroos, C. (2000). “Service Management and Marketing: A Customer Relationship Management Approach”, 2nd ed. West Sussex: John Wiley & Sons, Ltd.
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Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). “Multivariate Data Analysis”, Upper Saddle River, NJ: Prentice-Hall.
Han, H. & Ryu, K. (2006). “Moderating role of personal characteristics in forming restaurant customers’ behavioral intentions: an upscale restaurant setting”, Journal of Hospitality and Leisure Marketing, Vol. 15, No. 4, PP. 25-53.
Han, H., Hsu, L. & Lee, J. (2009). “Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process”, International Journal of Hospitality Management, Vol. 28, PP. 519-528.
Han, H., Hsu, L. & Sheu, C. (2010), “Application of the theory of planned behavior to green hotel choice: testing the effect of environmental friendly activities”, Journal of Tourism Management, Vol. 31, PP. 325-334.
Han, H., Hsu, L.T., Lee, J.S. & Sheu, C. (2011). “Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions”, International Journal of Hospitality Management, Vol. 30, No. 2, PP. 345-355.
Han, X. & Chan, K. (2013). “Perception of Green Hotels Among Tourists in Hong Kong: An Exploratory Study”, Journal of Services Marketing Quarterly, Vol. 34, No. 4, PP. 339-352.
Hanai, T., Oguchi, T., Ando, K. & Yamaguchi, K. (2008). “Important attributes of lodgings to gain repeat business: A comparison between individual travels and group travels”, International Journal of Hospitality Management, Vol. 27, PP. 268-275.
Hawkins, D.I., Best, R. & Coney, K.A. (2004). “Consumer Behavior: Building Marketing Strategy”, 9th ed. Boston: McGraw Hill.
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Honey, M. (2002). “Ecotourism and Certification: Setting Standards in Practice”, Publisher: Island Press; 2 editions, Vol. 9 No. 1.
Huh, C. & Chang, H.S. (2017). “An investigation of Generation Y travelers’ beliefs and attitudes towards green hotel practices: a view from active and passive green Generation Y travelers”. International Journal of Tourism Sciences, Vol. 17(2), PP. 126-139.
Jacoby, J. & Kyner, D.B. (1973). “Brand loyalty vs. repeat purchasing behavior”, Journal of Marketing Research, Vol. 10, PP. 1-19.
Jarvis, L.P. & Wilcox, J.B. (1977). “True vendor loyalty or simply repeat purchase behavior?”, Journal of Industrial Marketing Management, Vol. 6, PP. 9-14.
Kang, K.H., Stein, L., Heo, C.Y. & Lee, S. (2011). “Consumers’ willingness to pay for green initiatives of the hotel industry”, International Journal of Hospitality Management, Vol. 31, No. 2, PP. 564-572.
Kärnä, J., Hansen, E. & Juslin, H. (2003). “Social responsibility in environmental marketing planning”, European Journal of Marketing, Vol. 37, No. 6, PP. 848-871.
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