An analysis of hotels' green activities and its influence on hotels' projected image using a mixed methodology

Chen Zhao, Purdue University

Abstract

Hotel companies have developed and implemented green activities mainly in three areas: energy management, water conservation, and waste management. A variety of influential drivers of green initiatives have been addressed, including cost savings, corporate social responsibility, and market demand. With growing consumer demand for green initiatives, it is important to examine whether hotel companies position green messages to those consumers. Researchers attempted to answer the four main questions including: 1) Do hotel companies actively communicate green messages to consumers? 2) Do hotel managers believe that green activities are effective in their hotels? 3) Do hotel managers believe that consumers are aware of their green activities? And 4) Do hotel managers believe that green activities influence consumers' purchase behavior? To answer those questions, a framework of hotel's projected green image was proposed based on Beerli and Martin's conceptual model of destination image formation. In the present study, website content analysis of ten hotel companies illustrated that limited green messages are presented. Additionally, questionnaires were distributed to hotel managers to understand their perceptions of green messages, green activities as well as projected green image. They believe that hotel companies actively communicate green messages to consumers, which is contradictory to the results of website content analysis. Also, hotel managers believe that consumers are aware of hotels' green activities and are more likely to stay at a hotel with green recognition/ award. Implications and contributions are also discussed in detail below.

Degree

M.S.

Advisors

Day, Purdue University.

Subject Area

Marketing|Sustainability

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