This research study aims to investigate consumers' perception ( attitudes and their intention to chose) of green hotels. Due to significant increases in the Hispanic population and consequently their purchasing power, the study will focus on Hispanics' attitudes. Additionally, this study seeks to enlighten and identify attitudes that could possibly attract a different kind of consumer to green hotels. ' The use of eco-friendly products has risen as more people become aware of the consequences human behavior has on the environment. Likewise, the amount of hotels that employ strong efforts on environmental activities has increased. However, the concept of green hotels seems to be stronger in the supply-side rather than the consumer demand-side. This could be attributed to misperceptions of consumers' environmental behaviors and ineffective marketing campaigns. Additionally, a market that has not been thoroughly considered is the rapidly growing market of Hispanic consumers. A theoretical and practical approach is used throughout the study.
The empirical part of the study was conducted at the 2009 Hispanic Business and Consumer Expo in Central Florida. The findings suggest that the Hispanic consumer has a highly positive attitude toward eco-friendly measures practiced in hotels. Additionally, the findings show significant differences within Hispanic subgroups when classified by various demographic factors. In consideration of the findings, practical implications are contended and future research is suggested in view of the limitations faced.
| Identifer | oai:union.ndltd.org:ucf.edu/oai:stars.library.ucf.edu:honorstheses1990-2015-1868 |
| Date | 01 January 2009 |
| Creators | Alvarez, Luisa F. |
| Publisher | STARS |
| Source Sets | University of Central Florida |
| Language | English |
| Detected Language | English |
| Type | text |
| Source | HIM 1990-2015 |
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