What Generation Y in Greece thinks about Green Hotels

Abstract

Purpose

Environmental awareness has significant impact on hotel selection. As hotel customers’ become more ecologically conscious tend to prefer hotels that have environmental policies in place. The purpose of this paper is to examine customers’ perceptions of what a green hotel should do or should be and exploring intentions to choose a green hotel.

Design/methodology/approach

An empirical research study was conducted using an online survey. The questionnaire used investigates what a green hotel should do or should be environmental concerns, eco-friendly attitudes, eco-friendly activities, awareness, overall image, intention to pay more and intention to visit a green hotel. In total, 159 completed and usable questionnaires were received.

Findings

Findings reveal that potential customers’ are highly environmentally conscious. However, they are not fully aware about green hotels and do not always intent to visit a green hotel, or are willing to pay more.

Originality/value

Hotel customers’ perceptions towards intention to visit a green hotel are different among various ages and geographic locations. Thus, the study focuses on perceptions of Generation Y in Greece. Hotel managers should be aware of customers’ buying behaviour towards green practices and communicate more, green hotel practices.

Citation

Karavasilis, G., Nerantzaki, D.-M., Pantelidis, P., Paschaloudis, D. and Vrana, V. (2015), "What Generation Y in Greece thinks about Green Hotels", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 11 No. 4, pp. 268-280. https://doi.org/10.1108/WJEMSD-02-2015-0010