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Food Sustainability as a Strategic Value Driver in the Hotel Industry

Author

Listed:
  • Claudia Cozzio

    (Department of Economics and Management, University of Padua, Via del Santo 33, 35123 Padua PD, Italy)

  • Ludovico Bullini Orlandi

    (Department of Business Administration, University of Verona, Via Cantarane 24, 37129 Verona VR, Italy)

  • Alessandro Zardini

    (Department of Business Administration, University of Verona, Via Cantarane 24, 37129 Verona VR, Italy)

Abstract

This paper aims at exploring the impact of green food on consumers’ purchase attitudes toward a hotel stay and on consumers’ behavioral intentions (i.e., intention to visit the hotel, intention to offer positive recommendations to others and willingness to pay a premium price), focusing on an Italian perspective where the food is a worldwide famous cultural element. This research employed a survey sent out by email to a database of contacts provided by an Italian company that operates in tourism. Data collection was completed in four weeks and the initial dataset counted 3586 of target respondents. A total of 302 surveys were completed and the data were analyzed through structural equation modeling (SEM). Firstly, an exploratory factor analysis (EFA) was performed, followed by a confirmatory factor analysis (CFA) that leads to the estimation of the structural model. The results show that personal beliefs toward green food are positively associated with respondents’ purchase attitudes toward green food. Moreover, stronger purchase attitudes toward green food lead to more favorable purchase attitudes toward hotels that offer green food, further substantiating the investigation about whether or not consumers’ attitudes employ similar concerns on sustainability for their daily purchases as well as for vacation products and services. In turn, the latter purchase attitudes are positively associated with individual behavioral intentions toward hotels that offer green food.

Suggested Citation

  • Claudia Cozzio & Ludovico Bullini Orlandi & Alessandro Zardini, 2018. "Food Sustainability as a Strategic Value Driver in the Hotel Industry," Sustainability, MDPI, vol. 10(10), pages 1-13, September.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:10:p:3404-:d:171789
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    References listed on IDEAS

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    Cited by:

    1. Adam R. Szromek & Mateusz Naramski, 2019. "Measuring Trust in Business Relations between Tourist Facilities on One Thematic Touristic Route," Sustainability, MDPI, vol. 11(14), pages 1-18, July.
    2. Samah Ibnou-Laaroussi & Husam Rjoub & Wing-Keung Wong, 2020. "Sustainability of Green Tourism among International Tourists and Its Influence on the Achievement of Green Environment: Evidence from North Cyprus," Sustainability, MDPI, vol. 12(14), pages 1-24, July.
    3. Pairote Nualnoom, 2022. "Food self-sufficiency of tourist attraction site: a case study of Phang Nga Province, Thailand," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(8), pages 10233-10253, August.
    4. Heesup Han & Hyoungeun Moon & Antonio Ariza-Montes & Soyeun Lee, 2020. "Sensory/Health-Related and Convenience/Process Quality of Airline Meals and Traveler Loyalty," Sustainability, MDPI, vol. 12(3), pages 1-15, January.
    5. Habib Alipour & Farzad Safaeimanesh & Arezoo Soosan, 2019. "Investigating Sustainable Practices in Hotel Industry-from Employees’ Perspective: Evidence from a Mediterranean Island," Sustainability, MDPI, vol. 11(23), pages 1-30, November.

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