IDEAS home Printed from https://ideas.repec.org/a/ibn/assjnl/v12y2016i1p1-16.html
   My bibliography  Save this article

Consumers¡¯ Perceptions of Green Marketing in the Hotel Industry

Author

Listed:
  • S. Punitha
  • Yuhanis Abdul Aziz
  • Azmawani Abd Rahman

Abstract

This paper attempts to explore the evolution of green marketing in the hotel industry. This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists¡¯ points of view if marketers have failed or they have never really tried to adopt the concept; and (3) to examine the level of awareness of tourists relating to green practices embraced by hotels. Purposive sampling using the Maximum Variation Sampling (MVS) technique is used to capture a wide range of perspectives in selecting the respondents. The discussion reveals that the concept has evolved hastily in developed countries while it is an emerging trend in developing countries like Malaysia. While some hotels have already begun to respond to environmental concerns in the country, the lack of promotions and advertisements have become part of the causes of knowledge non-appearance. This paper further concludes that green marketing concept should not just be adopted as a marketing tactic, but has to be considered with much greater dynamism, as it has ecological and social elements within it.

Suggested Citation

  • S. Punitha & Yuhanis Abdul Aziz & Azmawani Abd Rahman, 2016. "Consumers¡¯ Perceptions of Green Marketing in the Hotel Industry," Asian Social Science, Canadian Center of Science and Education, vol. 12(1), pages 1-16, January.
  • Handle: RePEc:ibn:assjnl:v:12:y:2016:i:1:p:1-16
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ass/article/view/42386
    Download Restriction: no

    File URL: http://www.ccsenet.org/journal/index.php/ass/article/view/42386
    Download Restriction: no

    References listed on IDEAS

    as
    1. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    Full references (including those not matched with items on IDEAS)

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:assjnl:v:12:y:2016:i:1:p:1-16. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Canadian Center of Science and Education). General contact details of provider: http://edirc.repec.org/data/cepflch.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.