Customers' expectations of hotel green marketing: a New Zealand quantitative study
type: CreativeWork
description: Tourists’ perceptions of destination impacts and environmental consequences of their visits to destinations likely play a central role in travel decision-making (Lee, Hsu, Han, & Kim, 2010) . Their demands for environmentally friendly products encourage hotels to react accordingly by participating in the ‘green movement’ and committing to green marketing strategies that require both financial and non-financial support. With a developing demand for environmentally friendly products and hotels, the purchasing of green products by customers should be increasing, but recently the actual purchasing of these products seems to have declined. Green marketing is proposed to neutralise negative perceptions towards green practices (Rex & Bauman 2007) This study therefore investigates customer perceptions of green marketing strategies and activities. Particularly, this study examines green marketing related activities with two main objectives: (1) explore hotel customers’ opinions of green marketing strategies and (2) explore hotel customer expectations of environmental best practices within green hotels. Focusing on the New Zealand context, this study aims to assist green hoteliers to better develop green marketing to improve such initiatives in the hotel industry. Customer perceptions are explored utilising the four Ps of the marketing mix: product, price, promotion and place. A quantitative case study approach to the research is used. In particular, a self-administered questionnaire was given to delegates who attended an environmental-related conference in Auckland in 2014. Respondents were expected to have informed knowledge about the environment and hotel green marketing programmes. This knowledge was expected to provide insights to help marketers develop better green marketing strategies. As explained in the results chapter, respondents acknowledged certain green marketing strategies as effective, neutral or ineffective. Effective strategies were those in which green prod…
abstract: Tourists’ perceptions of destination impacts and environmental consequences of their visits to destinations likely play a central role in travel decision-making (Lee, Hsu, Han, & Kim, 2010) . Their demands for environmentally friendly products encourage hotels to react accordingly by participating in the ‘green movement’ and committing to green marketing strategies that require both financial and non-financial support. With a developing demand for environmentally friendly products and hotels, the purchasing of green products by customers should be increasing, but recently the actual purchasing of these products seems to have declined. Green marketing is proposed to neutralise negative perceptions towards green practices (Rex & Bauman 2007) This study therefore investigates customer perceptions of green marketing strategies and activities. Particularly, this study examines green marketing related activities with two main objectives: (1) explore hotel customers’ opinions of green marketing strategies and (2) explore hotel customer expectations of environmental best practices within green hotels. Focusing on the New Zealand context, this study aims to assist green hoteliers to better develop green marketing to improve such initiatives in the hotel industry. Customer perceptions are explored utilising the four Ps of the marketing mix: product, price, promotion and place. A quantitative case study approach to the research is used. In particular, a self-administered questionnaire was given to delegates who attended an environmental-related conference in Auckland in 2014. Respondents were expected to have informed knowledge about the environment and hotel green marketing programmes. This knowledge was expected to provide insights to help marketers develop better green marketing strategies. As explained in the results chapter, respondents acknowledged certain green marketing strategies as effective, neutral or ineffective. Effective strategies were those in which green prod…
author: Mat Yusof, Noor Amalina
keywords: Green marketing, Hotel
date published: 2014
date modified: 2026-07-27T18:45:41Z
provider: AUT University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: AUT University