THE INFLUENCE OF SUSTAINABLE PRACTICES IN THE HOSPITALITY INDUSTRY ON CONSUMER DECISION-MAKING
Sustainability has become an integral part of business strategies, influencing both operational decisions and customer choices. As people become more aware of environmental and social issues, many are looking for hospitality services that align with their values. But how much do sustainability effo...
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| Format: | Article |
| Language: | English |
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Izdevnieciba “Baltija Publishing”
2025-03-01
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| Series: | Baltic Journal of Economic Studies |
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| Online Access: | http://baltijapublishing.lv/index.php/issue/article/view/2710 |
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| author | Julija Mironova Inguna Zusevica Zaiga Oborenko |
| author_facet | Julija Mironova Inguna Zusevica Zaiga Oborenko |
| author_sort | Julija Mironova |
| collection | DOAJ |
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Sustainability has become an integral part of business strategies, influencing both operational decisions and customer choices. As people become more aware of environmental and social issues, many are looking for hospitality services that align with their values. But how much do sustainability efforts actually influence customers' choices of where to stay? This study explores this question by analysing whether sustainable practices in the hospitality industry influence consumer preferences. In order to comprehend the aforementioned correlation, the authors of this study conducted a survey with the objective of acquiring insights into customer attitudes towards sustainability in the hospitality industry. The survey encompassed pivotal domains such as eco-friendly initiatives, energy efficiency, waste reduction, ethical sourcing, and corporate social responsibility (CSR). Utilising the statistical software SPSS, the authors employed descriptive statistics and Kruskal-Wallis non-parametric tests to examine whether hotel sustainability practices have a greater impact on the decision-making process of customers with higher education compared to those with lower education levels. The findings of the study demonstrate that sustainability is a significant consideration for customers. Individuals are more inclined to select hotels that demonstrate a commitment to meaningful sustainability initiatives. Moreover, the data indicates that consumers with a higher educational background place a greater value on sustainability when making their decisions. This research underscores the mounting significance of sustainability as a competitive advantage in the hospitality sector. Companies that integrate strong and transparent sustainability practices not only help the planet, but also attract a more loyal and conscious customer base. These findings provide valuable guidance for hospitality managers and policymakers, emphasising the need for sustainability initiatives that are both impactful and well communicated.
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| format | Article |
| id | doaj-art-30c70391b7784ca3a61ddcce7aab9b6e |
| institution | Kabale University |
| issn | 2256-0742 2256-0963 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Izdevnieciba “Baltija Publishing” |
| record_format | Article |
| series | Baltic Journal of Economic Studies |
| spelling | doaj-art-30c70391b7784ca3a61ddcce7aab9b6e2025-08-20T03:40:57ZengIzdevnieciba “Baltija Publishing”Baltic Journal of Economic Studies2256-07422256-09632025-03-0111110.30525/2256-0742/2025-11-1-1-8THE INFLUENCE OF SUSTAINABLE PRACTICES IN THE HOSPITALITY INDUSTRY ON CONSUMER DECISION-MAKINGJulija Mironova0Inguna Zusevica1Zaiga Oborenko2ISMA University of Applied Sciences, Latvia (corresponding author)Social Integration State Agency College, LatviaISMA University of Applied Sciences, Latvia Sustainability has become an integral part of business strategies, influencing both operational decisions and customer choices. As people become more aware of environmental and social issues, many are looking for hospitality services that align with their values. But how much do sustainability efforts actually influence customers' choices of where to stay? This study explores this question by analysing whether sustainable practices in the hospitality industry influence consumer preferences. In order to comprehend the aforementioned correlation, the authors of this study conducted a survey with the objective of acquiring insights into customer attitudes towards sustainability in the hospitality industry. The survey encompassed pivotal domains such as eco-friendly initiatives, energy efficiency, waste reduction, ethical sourcing, and corporate social responsibility (CSR). Utilising the statistical software SPSS, the authors employed descriptive statistics and Kruskal-Wallis non-parametric tests to examine whether hotel sustainability practices have a greater impact on the decision-making process of customers with higher education compared to those with lower education levels. The findings of the study demonstrate that sustainability is a significant consideration for customers. Individuals are more inclined to select hotels that demonstrate a commitment to meaningful sustainability initiatives. Moreover, the data indicates that consumers with a higher educational background place a greater value on sustainability when making their decisions. This research underscores the mounting significance of sustainability as a competitive advantage in the hospitality sector. Companies that integrate strong and transparent sustainability practices not only help the planet, but also attract a more loyal and conscious customer base. These findings provide valuable guidance for hospitality managers and policymakers, emphasising the need for sustainability initiatives that are both impactful and well communicated. http://baltijapublishing.lv/index.php/issue/article/view/2710sustainable hospitalityconsumer behaviourhospitality industryenvironmental practicesSPSS analysisgreen tourism |
| spellingShingle | Julija Mironova Inguna Zusevica Zaiga Oborenko THE INFLUENCE OF SUSTAINABLE PRACTICES IN THE HOSPITALITY INDUSTRY ON CONSUMER DECISION-MAKING Baltic Journal of Economic Studies sustainable hospitality consumer behaviour hospitality industry environmental practices SPSS analysis green tourism |
| title | THE INFLUENCE OF SUSTAINABLE PRACTICES IN THE HOSPITALITY INDUSTRY ON CONSUMER DECISION-MAKING |
| title_full | THE INFLUENCE OF SUSTAINABLE PRACTICES IN THE HOSPITALITY INDUSTRY ON CONSUMER DECISION-MAKING |
| title_fullStr | THE INFLUENCE OF SUSTAINABLE PRACTICES IN THE HOSPITALITY INDUSTRY ON CONSUMER DECISION-MAKING |
| title_full_unstemmed | THE INFLUENCE OF SUSTAINABLE PRACTICES IN THE HOSPITALITY INDUSTRY ON CONSUMER DECISION-MAKING |
| title_short | THE INFLUENCE OF SUSTAINABLE PRACTICES IN THE HOSPITALITY INDUSTRY ON CONSUMER DECISION-MAKING |
| title_sort | influence of sustainable practices in the hospitality industry on consumer decision making |
| topic | sustainable hospitality consumer behaviour hospitality industry environmental practices SPSS analysis green tourism |
| url | http://baltijapublishing.lv/index.php/issue/article/view/2710 |
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