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Ponomaryova_May 2018.pdf (1.9 MB)

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Market Research: A Study to Evaluate the Value Customers Assign to Green Hotels’ Certification in their Hotel Selection Decision-Making Process

Ponomaryova, Yuliya A
http://rave.ohiolink.edu/etdc/view?acc_num=kent1522618854515356

Abstract Details

2018, MS, Kent State University, College of Education, Health and Human Services / School of Foundations, Leadership and Administration.
Due to the growing number of customers who prefer to consume environmentally friendly (“green”) products and services, the current study aims to investigate how business travelers consider green hotels when making their hotel selection purchase decisions. As a population sample, business travelers, such as university faculty and staff traveling on university business and conferences, have been selected. This work focuses on evaluating the utility business travelers draw from hotels’ green certification, the price of different service levels, the brand, and amenities using the Conjoint Analysis Method, which is a multivariate marketing research technique used to understand how respondents develop preferences for products or services. The main questions discussed in this paper are that despite the growing popularity of green initiatives, in the lodging industry, business travelers draw most of the utility from price competitiveness, and that green certification does not provide the significant utility to them.
Aviad Israeli (Advisor)
Andrew Lepp (Committee Member)
Ally Lee (Committee Member)
46 p.
Marketing
Market Research, Conjoint Analysis, green certification, lodging industry, business travelers

Recommended Citations

Citations

  • Ponomaryova, Y. A. (2018). Market Research: A Study to Evaluate the Value Customers Assign to Green Hotels’ Certification in their Hotel Selection Decision-Making Process [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1522618854515356

    APA Style (7th edition)

  • Ponomaryova, Yuliya. Market Research: A Study to Evaluate the Value Customers Assign to Green Hotels’ Certification in their Hotel Selection Decision-Making Process . 2018. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1522618854515356.

    MLA Style (8th edition)

  • Ponomaryova, Yuliya. "Market Research: A Study to Evaluate the Value Customers Assign to Green Hotels’ Certification in their Hotel Selection Decision-Making Process ." Master's thesis, Kent State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1522618854515356

    Chicago Manual of Style (17th edition)

kent1522618854515356
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© 2018, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.