 Only memories are captured, and only footprints are left. Understanding the perception of eco-friendly hotel and tourist buying behaviorCherouk Amr Yassin ()
Marketing Science & Inspirations, 2022, vol. 17, issue 4, 23-39 Abstract: This study attempts to provide insight into consumer decision-making, which has become increasingly difficult to understand and anticipate in today's sustainable development environment. A lack of awareness of tourists' perceptions and attitudes toward eco-friendly advertising in the hotel industry may impede hotels' capacity to attract consumers' purchasing power and negatively influence expected consumer response. As a result, this research article adds to our understanding of people's attitudes toward recommended eco-friendly hotel advertisements and their impact on the unplanned purchase of eco-friendly tours. Structural equational modelling was used to understand the relations of the factors under consideration. The findings revealed that good attitudes regarding eco-friendly hotel ads influence consumer decision-making in buying unplanned eco-friendly services, influenced by informativeness and credibility as values perceived by eco-friendly hotels. This research has implications for tourists, marketers, hotel managers, promoters, and customers. Keywords: advertising; attitude; consumer behavior; eco-friendly hotels; hotel industry; marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:17:y:2022:i:4:p:23-39 Access Statistics for this article More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC. |
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