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Hotel Guests Not As 'Green' As They Proclaim They Are
Two hospitality and tourism management graduate students at Virginia Tech's Pamplin College of Business claim consumers who engage in environmentally friendly behavior at home behave differently when staying at a hotel.
Master's students Melissa Baker, of Marshfield, Mass., and Eric Davis, of Lorton, Va., in a project supervised by hospitality and tourism management Professor Pamela Weaver, say that while more hotels are adopting green practices, few scholars have examined the relationships between such initiatives and consumer knowledge, attitudes, and behavior.
"It has been argued that if individuals became more knowledgeable about environmental issues, they would become more aware of the problems and be more motivated to act in responsible ways," Baker and Davis note in their study. "Prior research, however, has not shown this assumption to be true."
To reach the conclusion, Baker and Davis conducted an online survey of 881 students in four Virginia Tech classes (undergraduate and graduate) for their study. The survey received 322 responses, for an overall response rate of 36.5 percent.
The survey comprised various categories of questions aimed at gauging knowledge of environmental issues, personal attitudes about environmentally friendly behavior while staying in hotels, the extent to which hotels should operate sustainably, and green behavior at home and while a guest in a hotel.
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