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Don't change my towels please: Factors influencing participation in towel reuse programs

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  • Dimara, Efthalia
  • Manganari, Emmanouela
  • Skuras, Dimitris

Abstract

Towel reuse is the flagship of hotel environmental practices. This paper examines the effects of consumer demographic, psychographic and behavioral characteristics influencing a two-stage decision making process including participation and support to a towel reuse program. A meta-analysis shows that 53% of customers are willing to financially support green hotels. A survey of 1304 Greek and foreign hotel customers in tourism hot spots in Greece reveals that 72% of hotel customers would adopt a towel reuse program while 44.1% are willing to pay extra an average of 2.15 euros per day to support it. Younger customers and customers that book high-priced hotels or with higher length of stay exhibit higher willingness to pay extra for towel reuse programs. As rising water and energy shortages in specific tourism hotspots bring hotels' environmental integration under increased scrutiny, the focal findings hold significant implications for hotel managers and tourism policy makers.

Suggested Citation

  • Dimara, Efthalia & Manganari, Emmanouela & Skuras, Dimitris, 2017. "Don't change my towels please: Factors influencing participation in towel reuse programs," Tourism Management, Elsevier, vol. 59(C), pages 425-437.
    • Handle: RePEc:eee:touman:v:59:y:2017:i:c:p:425-437
    DOI: 10.1016/j.tourman.2016.09.003
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    1. 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.
    2. Leiyan Shen & Jianwei Qian & Sandy C. Chen, 2020. "Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    3. Maria-Ana Georgescu & Emilia Herman, 2020. "Are Young People Ready to Have a Pro-Environmental Sustainable Behaviour as Tourists? An Investigation of Towel Reuse Intention," Sustainability, MDPI, vol. 12(22), pages 1-20, November.
    4. Roman Švec & Stanislav Martinát & Kamil Pícha & Petr Klusáček & Jaroslav Knotek & Justin Calvin Schaefer & Monika Březinová & Josef Navrátil, 2021. "What drives visitors to tourist sites to choose “green” accommodation facilities?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 15074-15099, October.
    5. Navratil, J. & Picha, K. & Buchecker, M. & Martinat, S. & Svec, R. & Brezinova, M. & Knotek, J., 2019. "Visitors’ preferences of renewable energy options in “green” hotels," Renewable Energy, Elsevier, vol. 138(C), pages 1065-1077.
    6. Han, Heesup & Hyun, Sunghyup Sean, 2018. "What influences water conservation and towel reuse practices of hotel guests?," Tourism Management, Elsevier, vol. 64(C), pages 87-97.
    7. Josef Navrátil & Stanislav Martinát & Tomáš Krejčí & Petr Klusáček & Richard J. Hewitt, 2021. "Conversion of Post-Socialist Agricultural Premises as a Chance for Renewable Energy Production. Photovoltaics or Biogas Plants?," Energies, MDPI, vol. 14(21), pages 1-21, November.
    8. Yaqin Lin & Chun-Hung Chiu, 2023. "Effectiveness of Discount Incentives in Carbon Reduction: Impact of Customer-Perceived Value Sacrificed for Green Hotels," Sustainability, MDPI, vol. 15(16), pages 1-21, August.
    9. Ahmed Hassan Abdou & Thowayeb Hassan Hassan & Mohammed Moustafa El Dief, 2020. "A Description of Green Hotel Practices and Their Role in Achieving Sustainable Development," Sustainability, MDPI, vol. 12(22), pages 1-20, November.
    10. Heesup Han & Myong Jae Lee & Wansoo Kim, 2018. "Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1302-1312, December.
    11. Carlos Rodríguez & Marta Jacob & Carmen Florido, 2020. "Socioeconomic Profile of Tourists with a Greater Circular Attitude and Behaviour in Hotels of a Sun and Beach Destination," IJERPH, MDPI, vol. 17(24), pages 1-28, December.
    12. Petr Scholz & Ivica Linderová & Kristýna Konečná, 2020. "Green Management Tools as a Way to Sustainable Behaviour in the Hotel Industry: Case Study from Czechia," Sustainability, MDPI, vol. 12(23), pages 1-23, December.

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