Domestic Millennial Tourists’ Attitudes & Beliefs Towards Green Hotels Practices of Green Certified Hotels in Sri Lanka. (original) (raw)

Generation Y's perceived preference for green hotels

African Journal of Hospitality, Tourism and Leisure, 2020

The global business environment and hospitality industry have followed the trend of showing a significant increase in environmentally friendly (EF) practices and facilities. Generation Y consumers are a socially conscious generation), who are known to think of the negative impact on the environment. Internationally, consumers have become more aware and action-orientated of the greening trend, as there is an increased market demand towards environmentally friendly business approaches. The objective of the study was to identify the perceived impact of environmentally friendly facilities and practices that Generation Y consumers have towards the greening trend within the hospitality industry. The research followed a quantitative survey research design, with a non-probability convenience sample of 100 personally administrated questionnaires that were completed, collected and analysed. The results indicated that Generation Y consumers have shown a shift towards requesting greening within...

GENERATION Y'S BEHAVIOR TOWARDS HOTEL'S SUSTAINABLE PRACTICES: A STUDY IN JAKARTA, INDONESIA

Since Jakarta has serious environmental issues and Generation Y is becoming dominant in terms of traveled population, it is necessary to investigate consumer behavior towards sustainable practices in the hotel sector, specifically Generation Y in Jakarta, Indonesia. Hotel policy makers and local government would benefit from the results of this research because they could gain insight on how to improve Generation Y's awareness of green hotels and to market green lodgings with proper strategies. This study utilized the Theory of Planned Behavior model to analyze customers' behavioral intention to visit and spread word-of-mouth regarding green hotels. Relationship between Generation Y's environmental concern and willingness to pay premium for staying at green hotels, importance of green hotel attributes, and previous stay at any green hotel were also examined. A quantitative approach with on-site questionnaires distribution and convenience sampling technique was implemented. The major findings revealed that attitude, subjective norm, and perceived behavioral control influenced Generation Y's intention to stay and spread word-of-mouth concerning green hotels. A strong positive relationship was also identified between environmental concern and willingness to pay premium. Overall, green hoteliers should stimulate Generation Y's positive attitude to enhance the impact on behavioral intention towards green hotels. Local government should as well concentrate on increasing Generation Y's environmental awareness.

Green Practices as Antecedents of Tourists’ Perceived Value, Satisfaction and Loyalty: With Special Reference to Eco Hotels in Sri Lanka

Asian Journal of Management Studies

Hotels, as a resource-intensive industry, have caused massive harm to the environment. Thus, there has been a tremendous effort in creating “eco-friendly” awareness and initiating green practices in the hotel industry. However, how tourists perceive such green initiatives and the relationship between such initiatives and tourists’ perception is not well established. By selecting “eco-friendly” awarded hotels in Sri Lanka and adopting the stakeholder theory perspective this study explores the said relationship using four variables: value perception of tourists, satisfaction, revisit intention, and readiness to spread positive word of mouth. Findings show a positive influencing role of green hotel practices on tourists’ perceptions. Furthermore, it shows that tourists look beyond tangible demonstrations of “eco-friendly hotels” towards a higher aesthetic value that judges the greenness of hotels. Environmental recycling programs represent the most highly ranked initiative. Furthermore...

The Effect of Green Practices on Tourists' Behavioral Intention: A Study of Hoteliers in Central Province of Sri Lanka

Peradeniya Management Review, 2019

The tourism industry has experienced a rapid growth in the recent past. Many alternative forms of eco-tourism have become one of the most attractive niche forms as it causes less harm to the natural environment. As Sri Lanka is rich with natural and social varieties, it can build up the eco-tourism concept for the advantage of the Sri Lankan economy. The researcher became interested in eco concepts and conducted the study in order to identify the effect of green practices on tourists' behavioral intentions. The findings of the study show that green practices of the hoteliers strongly affect the behavioral intention of the tourists. Based on the managerial implication of these findings, hoteliers should pay more attention to the effect created by the green practices on tourists. The findings of this study can be applied to improve the eco-tourism concept in Sri Lanka.

Do green awards and certifications matter? Consumers’ perceptions, green behavioral intentions, and economic implications for the hotel industry: A Sri Lankan perspective

Tourism Economics, 2018

This study examines the effects of green or eco-friendly certificates and awards on consumers’ perceived value within the hotel industry, and the roles of consumers’ perceived value in predicting satisfaction, intention to revisit, and intention to pay a green premium. The results of partial least squares structural equation modeling analysis from a sample of 250 guests in Sri Lankan hotels showed that our unified model includes a satisfactory level of prediction power to test the hypothesized relationships. Green certificates and green awards positively affect consumers’ perceived value within the hotel industry. The findings also supported the relationship between consumers’ perceived value and satisfaction, intention to revisit, and intention to pay a green premium. The empirical findings in the context of Sri Lanka provide another important insight which confirms the positive effects of green certification and green awards on consumers’ perceived value and behavioral intentions,...

INTENTION OF FOREIGN TOURISTS TO STAY IN ECO-CERTIFIED ACCOMMODATION: WITH SPECIAL REFERENCE TO SRI LANKA

The purpose of this study is to explore the intention of foreign tourists to stay in eco-certified accommodations. In the tourism supply chain tourist accommodation facilities play a key role, because a significant portion of the tourists' satisfaction is closely associated with the quality and facilities of the accommodation. The accommodation establishments have the possibility to make more negative impacts on the natural environmental, since they utilize more natural and other resources. Therefore the environmental friendly conducts of the lodging industry contribute vastly to maintain the sustainability of tourism industry and to preserve the natural environment. Today, the accommodation establishments in both developed and developing countries have adapted the nationally and internationally recognized eco certifications and standards, as a proof of the environmental conservation and also as a marketing strategy. These certifications and standards are not mandatory in Sri Lanka. Therefore a less number of accommodation units have voluntarily received them due to the high cost and efforts involve with the accreditation process. Most of the hoteliers justify their poor attention and interest for eco-certifications, saying that yet they have not realized, whether the tourists are concerning the eco-friendly practices and eco certifications, when they select accommodation. Further, the hoteliers are ready to go for eco certification and standards bearing the associated heavy cost and massive efforts, if the tourists are concerning the factor eco-certification and environmental friendly operations when selecting their accommodation. Hence, this study conduct to explore the degree of interest of the foreign tourists to stay in eco certified accommodation places, and know whether they are willing to pay premiums for their eco-friendly stay. Further, the study broadly examined the factors that affect foreign tourists' intention to select eco certified accommodation facilities. Many researchers have highlighted a large number of factors that affect consumers' green purchasing behaviour. The study mainly targeted to determine the effect of tourists' personality characteristics (collectivism nature and external locus of control of the tourists' personality) and social influencing factors (subjective norms and environmental visibilities) towards their intention to select eco certified accommodation facilities. The study was conducted as a questionnaire survey and all the foreign tourists, who visit Sri Lanka, were taken as the target population and 384 tourists were randomly selected according to the sample size table of Krejcie & Morgan, (1970). Descriptive statistics, correlation and regression analysis were employed as the data analysis techniques. The study concluded tourists with strong collectivism and internal locus of control exhibit a positive intention to select eco certified accommodation facilities and their environmental visibility and subjective norms positively affect their intention to select eco certified accommodation Tourism, Leisure and Global Change, volume 3 (2016), p.TOC-75 facilities. Further, the study found that the green purchasing intention of the foreign tourists were in a higher level and also they will pay price premiums for eco certified accommodation facilities

Exploring tourists intention to stay at green hotel: The influences of environmental attitudes and hotel attributes

2014

The hospitality industry as a whole is being pressures by many forces to become more environmentally friendly.Hotels are becoming more aware of their impact and are taking initiatives and participating in green initiatives. As more tourists are becoming increasingly concerned regarding the environment and environmentally products, it is crucial for the hotel industry to explore this concept of green hotels in more detail.In the hotel industry, green hotels are defined as lodging establishments that have made a commitment to diverse ecologically sound practices such as saving water, energy, and reducing solid waste. This study examines the influence of environmental attitudes and hotel attributes on tourists’ intention to choose green hotels as their preferred accommodation. By using intercept survey method, data were collected from tourists at the international airport in Malaysia. Present study confirms previous findings on the relationship between attitudes towards the environment...

Green Practices: A Study Of Consumer Perception And Preferences In 5 Star Hotels In Pune And Mumbai

International Journal of Informative & Futuristic Research, 2016

This research study provides a brief review of environmental issues in hotels and identifies the green values of the consumers, their level of awareness about environmental issues, green products and practices. Though there are talks in circles about think luxury, think responsibly, being responsible without compromising on guest experience is rather a challenge. Non-Green hotels are not only practicing green initiatives but also encouraging guest's participation. This paper highlights the consumers' perception and preferences towards green practices and products that are currently adopted by 5 star hotels in Pune and Mumbai, with the help of a structured questionnaire.

Environmentally sustainable hotels and resonance to their visitors

The purpose of this paper is to investigate the perceptions of young travelers regarding the environmental sustainability of a hotel. Hospitality and tourism literature review depicts that few studies have investigated the value of Green practices that result in hotels sustainability and environmental care, from the traveler's perspective. In a highly competitive global market environment, managers realize that formulating and implementing green strategies and/or green human resource management strategies to reduce energy and water consumption, as well as reduce waste disposal, is critical to success and survival of the organism. However, it is quite interesting to find out whether this Green Management has as a side effect the attraction of guests that share environmental concerns. The Authors perform a field study using a sample of more than a hundred of tourists visited Halkidiki, a highly touristical region in Greece, and gather data regarding their knowledge and attitude toward the adoption of environmental friendly policies and simultaneously to investigate if the latter can lead to increased intention to visit hotels that implement such policies. The results are quite encouraging and pinpoint that ethical and green policies may have among others a positive result in reducing costs on the one hand and attract an existing dynamic market nest so that finally green policy can be a strategic decision of the hotels' management..