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Customer's Perceptions for the Development of Eco-friendly Hotel Marketing Strategies: The Case of Deluxe Hotels in Korea

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  • Ecology
  • Geography


The impact of eco-friendly service factors of hotel to overall customers' satisfaction, wilingness of repeat visit and positive word-of-mouth is examined. Author analyzed the differences between control group a and b, while identifying the differences among eco-friendly service factors of hotel according to demographic and purchase behavior characteristics. Writer's suggestions are: 1) For eco-friendly customers' satisfaction, willingness of repeat visit and positive word-of-mouth, enhancing of energy saving system(rooms), reuse programs(food & beverage)should be conducted. 2) Informative, positive and progressive eco-friendly hotel services' training programs should be identified. 3) Eco-friendly training and environmental improvement for Koreans and Japanese should be continued. 4) Over forties, repeat guests, independently owned businessmen, professionals were more satisfied than those who are not in each case.

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