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Only memories are captured, and only footprints are left. Understanding the perception of eco-friendly hotel and tourist buying behavior

Author

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  • Cherouk Amr Yassin

    (Arab Academy For Science Technology and Maritime Transport, Giza, Egypt)

Abstract

This study attempts to provide insight into consumer decision-making, which has become increasingly difficult to understand and anticipate in today's sustainable development environment. A lack of awareness of tourists' perceptions and attitudes toward eco-friendly advertising in the hotel industry may impede hotels' capacity to attract consumers' purchasing power and negatively influence expected consumer response. As a result, this research article adds to our understanding of people's attitudes toward recommended eco-friendly hotel advertisements and their impact on the unplanned purchase of eco-friendly tours. Structural equational modelling was used to understand the relations of the factors under consideration. The findings revealed that good attitudes regarding eco-friendly hotel ads influence consumer decision-making in buying unplanned eco-friendly services, influenced by informativeness and credibility as values perceived by eco-friendly hotels. This research has implications for tourists, marketers, hotel managers, promoters, and customers.

Suggested Citation

  • Cherouk Amr Yassin, 2022. "Only memories are captured, and only footprints are left. Understanding the perception of eco-friendly hotel and tourist buying behavior," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 17(4), pages 23-39.
    • Handle: RePEc:cub:journm:v:17:y:2022:i:4:p:23-39
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    More about this item

    Keywords

    advertising; attitude; consumer behavior; eco-friendly hotels; hotel industry; marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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