Guest Socioeconomic Status and Hotel Green Technology: Manager Entrepreneurial Advantage

Faranak Memarzadeh and Sulekha Anand
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Faranak Memarzadeh: San Jose State University, USA
Sulekha Anand: San Jose State University, USA

International Journal of Sustainable Entrepreneurship and Corporate Social Responsibility (IJSECSR), 2020, vol. 5, issue 2, 55-65

Abstract: To offer the most effective, sustainable service, hoteliers need a clear understanding of guests' viewpoints on hotels' green technology. Besides the guests' demographic information, which helps in understanding their preferred green-service, information on their socioeconomic status would provide the layout of the guests' mindset and their perceptions of the hotel's green technology. This study employed 210 participants to discover how managers can attain the business advantage of having guests' socioeconomic information. Utilizing the technology acceptance model (TAM), this study examined how the ease of use and usefulness of the green technology is affected by the level of income, education, or cultural background of the guests. The findings indicate that ease of use has a significant relationship with guests' education, and there is no relationship between ease of use and level of income or cultural background. Additionally, no relationship was found between usefulness and education, level of income, or ethnic background.

Date: 2020
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