Impact Of Green Marketing On Guests Satisfaction And Loyalty In Hotels
| المصدر: | مجلة المنيا لبحوث السياحة والضيافة |
|---|---|
| الناشر: | جامعة المنيا - كلية السياحة والفنادق |
| المؤلف الرئيسي: | Hassan, Aya Allah Ali (Author) |
| مؤلفين آخرين: | Ali, Mohamed Ahmed (Co-Author), Salamaa, Al Fatma Fatehalla (Co-Author), Abd-El Monem, Mohamed (Co-Author) |
| المجلد/العدد: | مج6, ع1 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الشهر: | ديسمبر |
| الصفحات: | 278 - 300 |
| ISSN: |
2357-0652 |
| رقم MD: | 983471 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
green marketing | green marketing mix | green practices | perception | consumer behavior | customer loyalty
|
| رابط المحتوى: |
عدد مرات التحميل
41
| المستخلص: |
The aim of this research is to explore the guest perceptions of adopting green marketing in hotels. In die last decade, consumers have become more open-minded on ecological issues. Green marketing refers to selling product or rendering services based on environmental gain. It comes into continuation in late 1980s and early 1990s. The concept of green marketing has become the buzzword in the last decade as a result of dramatic increase in environmental consciousness worldwide. This study aimed to identify the consumer's awareness of green marketing and the practices of green marketing in hotels. The conceptual framework explains the relationship between the four research constructs, green marketing practices, customer satisfaction, loyalty and guest perception with the hotel's performance. The findings showed that the levels of green marketing procedures applied in hotels have low levels. There are significant differences between guest nationalities with regard to adoption of green marketing at hotels. There are statistical significant correlation between green marketing mix (product, price, promotion and place) strategies, guest satisfaction and guest loyalty of hotels adopting green marketing procedures. |
|---|---|
| ISSN: |
2357-0652 |
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