A STUDY OF CONSUMER BEHAVIOUR IN HOSPITALITY INDUSTRY

Abstract

In this review, I identify key trends and ‘‘camps’’ in consumer behavior research in the field of hospitality and tourism research based on a thorough analysis of articles published in 2003. I also highlight some challenges faced by our discipline in terms of theory development and methodological issues.

This study is an exploratory research effort to understand hotel future customers’ intentions to adopt and perform the three types of ethical tourism, namely positive, negative and discursive types. There has been scant research, so far, with regard to ethical behavior in the tourism sector. In addition, there are considerable voids with reference to the factors that are able to affect this type of behavior. However, in Greece, there is already a considerable number of hotels, which have obtained the Green Key certificate. Their managers do need and seek for the most optimum marketing channels to promote their competitive advantages.

The present study aimed to offer a somewhat better understanding of future travelers’ intentions to adopt ethical consumption when traveling. Intentions of future travelers to search, plan and actually visit a green hotel was examined. The examination included also consumers’ willingness to participate in a boycotting against an unethical hotel and further spread their word against unethical hotel practices through discursive activities, such as petitions gathering, taking part in protest events, etc. In addition, it was aimed to investigate the impact of attitudes and demographics on customers’ intentions to adopt and perform the above mentioned ethical behaviors.