Revisiting Attributes: How Important Is Green In The Consumer Selection Of Hotel Rooms?
INTERNATIONAL JOURNAL OF HOSPITALITY AND TOURISM ADMINISTRATION(2017)
摘要
Consumers' buying behavior is not always consistent with their positive attitude, particularly toward environmentally friendly products. In a survey of 197 travelers, the relative importance consumers ascribe to the attribute of green was assessed. Through a multi-methods study involving interviews, focus groups discussions, and forced-choice experiments that simulate market buying situation, it was found that consumers' selection of hotel rooms is still much dictated by traditional choice factors. Through a conjoint analysis, it was found that consumers highly prioritized the price attribute. The green attribute was assigned a low relative importance of 4% among the respondents. Managerial and theoretical implications are discussed.
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关键词
Green, green attributes, hotel, relative weight, selection
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