Hotel Guest’s Perception and Choice Dynamics for Green Hotel Attribute: A Mix Method Approach

Abstract

Background/Objectives: The overall purpose of this study is to determine what influences hotel guests' intentions to stay at green hotels and engage in green programs while staying at the hotel. Methods/Statistical analysis: Data was collected from 168 respondents staying in selected Indian hotels using judgmental sampling by employing both qualitative (word association test) and quantitative (questionnaire survey) methods. Analysis was performed by descriptive statistics and multivariate analysis of variance in Statistical data analysis tool (SPSS, Version 20.0). Findings: The results reveal that green attributes such as energy efficient light bulbs in guest rooms, recycle bins in the room as well as hotel lobby, green certification were received favorably. However, some of them like towel reuse program, refillable shampoo dispensers and sheets changed upon request raises some doubt in the consumers mind, were not received favorably. Further a new possible definition of green hotel is developed to contribute in the present literature. Applications/Improvements: The results will provide hoteliers with indication about which attributes they could or should encourage in order to attract travelers that are concerned about the environment. As the movement of greening the hotels will continues to grow, the attributes need to be updated cordially