Perception of green hotels among tourists in Hong Kong: An exploratory study

A qualitative study was conducted to investigate perceptions of environmental practices at hotels among tourists. A quota sample of fifteen mainland Chinese and fifteen English-speaking overseas tourists visiting Hong Kong were recruited for an interview. The results showed that saving energy, use of environmentally friendly materials, and not using single-use consumables were most frequently perceived as what a green hotel should do. Staying in a green hotel was perceived to benefit both the environment and the hotel guests. The most frequently mentioned negative attributes of staying in a green hotel were its premium price, lower comfort level, and inconvenience. Perception of green hotels among tourists in Hong Kong: An exploratory study Introduction Over the years, efforts to improve environmental conditions as well as social responsibility in the hospitality industry have grown dramatically among individual hotels as well as the entire hotel sector. Green hotels, also known as environmentally friendly hotels, have become more and more familiar to consumers. The “Green” Hotels Association in the United States advocates that going green will help a hotel’s bottom line, develop the long-term value of a hotel property, nurture repeat customers, and reduce staff turnover as the management cares for their health and well-being (“Green” Hotels Association, n.d.). A study showed that hotel guests were interested in staying at green hotels because of their environmental image (Lee et al., 2010). Green practices at hotels were well received by consumers who are environmentally conscious (Millar & Baloglu, 2008). Participating in a hotel’s linen and towel reuse programs no longer satisfies consumers’ eagerness to contribute to the environment (Ogbeide, 2012). Consumers are showing increasing expectation for hotels to implement more environmentally friendly practices. However, some customers are reluctant to pay a premium for green hotel rooms (Manaktola & Jauhari, 2007). To promote green hotels, it is important for hotel management to understand what kind of products and services consumers are seeking from a green hotel. Hoteliers also need to know the perceptions and attitudes of guests towards existing green developed a standardized and systematized method for measuring the environmental practices in hotels. Implementation of environmental initiatives often involves capital investment. It is therefore necessary for hoteliers to examine if hotel guests are willing to pay a premium for green hotels. The current study attempts to provide hotel management with such information from tourists in an Asian context.