Cover Image

Consumers’ perceptions of green marketing in the hotel industry

This paper attempts to explore the evolution of green marketing in the hotel industry. This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists’ points of view if marketers have failed o...

Full description

Saved in:
Bibliographic Details
Main Authors: Punitha, S., Abdul Aziz, Yuhanis, Abd Rahman, Azmawani
Format: Article
Language:English
Published: Canadian Center of Science and Education 2016
Online Access:http://psasir.upm.edu.my/id/eprint/55370/1/Consumers%20Perceptions%20of%20Green%20Marketing%20in%20the%20Hotel%20Industry.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!
id oai:psasir.upm.edu.my:55370
record_format eprints
spelling oai:psasir.upm.edu.my:55370 http://psasir.upm.edu.my/id/eprint/55370/ Consumers’ perceptions of green marketing in the hotel industry Punitha, S. Abdul Aziz, Yuhanis Abd Rahman, Azmawani This paper attempts to explore the evolution of green marketing in the hotel industry. This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists’ points of view if marketers have failed or they have never really tried to adopt the concept; and (3) to examine the level of awareness of tourists relating to green practices embraced by hotels. Purposive sampling using the Maximum Variation Sampling (MVS) technique is used to capture a wide range of perspectives in selecting the respondents. The discussion reveals that the concept has evolved hastily in developed countries while it is an emerging trend in developing countries like Malaysia. While some hotels have already begun to respond to environmental concerns in the country, the lack of promotions and advertisements have become part of the causes of knowledge non-appearance. This paper further concludes that green marketing concept should not just be adopted as a marketing tactic, but has to be considered with much greater dynamism, as it has ecological and social elements within it. Canadian Center of Science and Education 2016 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/55370/1/Consumers%20Perceptions%20of%20Green%20Marketing%20in%20the%20Hotel%20Industry.pdf Punitha, S. and Abdul Aziz, Yuhanis and Abd Rahman, Azmawani (2016) Consumers’ perceptions of green marketing in the hotel industry. Asian Social Science, 12 (1). pp. 1-16. ISSN 1911-2017; ESSN: 1911-2025 http://www.ccsenet.org/journal/index.php/ass/article/view/42386 10.5539/ass.v12n1p1
institution UPM IR
collection UPM IR
language English
description This paper attempts to explore the evolution of green marketing in the hotel industry. This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists’ points of view if marketers have failed or they have never really tried to adopt the concept; and (3) to examine the level of awareness of tourists relating to green practices embraced by hotels. Purposive sampling using the Maximum Variation Sampling (MVS) technique is used to capture a wide range of perspectives in selecting the respondents. The discussion reveals that the concept has evolved hastily in developed countries while it is an emerging trend in developing countries like Malaysia. While some hotels have already begun to respond to environmental concerns in the country, the lack of promotions and advertisements have become part of the causes of knowledge non-appearance. This paper further concludes that green marketing concept should not just be adopted as a marketing tactic, but has to be considered with much greater dynamism, as it has ecological and social elements within it.
format Article
author Punitha, S.
Abdul Aziz, Yuhanis
Abd Rahman, Azmawani
spellingShingle Punitha, S.
Abdul Aziz, Yuhanis
Abd Rahman, Azmawani
Consumers’ perceptions of green marketing in the hotel industry
author_facet Punitha, S.
Abdul Aziz, Yuhanis
Abd Rahman, Azmawani
author_sort Punitha, S.
title Consumers’ perceptions of green marketing in the hotel industry
title_short Consumers’ perceptions of green marketing in the hotel industry
title_full Consumers’ perceptions of green marketing in the hotel industry
title_fullStr Consumers’ perceptions of green marketing in the hotel industry
title_full_unstemmed Consumers’ perceptions of green marketing in the hotel industry
title_sort consumers’ perceptions of green marketing in the hotel industry
publisher Canadian Center of Science and Education
publishDate 2016
url http://psasir.upm.edu.my/id/eprint/55370/1/Consumers%20Perceptions%20of%20Green%20Marketing%20in%20the%20Hotel%20Industry.pdf
_version_ 1819297540186570752
score 13.4562235

Similar Items