Study of Hotel Guests' Sustainability Preferences Is the Featured Article in August 2011 Cornell Hospitality Quarterly
A study of over 500 business and leisure travelers, which appears in the August 2011 issue of the Cornell Hospitality Quarterly (CQ), is one of only a few studies that capture leisure travelers' preferences regarding sustainability in hotels. However, the study found few preference differences between business and leisure travelers. Top on the list of features for this group of travelers was green certification.
The article, "Hotel Guests' Preferences for Green Guest Room Attributes," by Michelle Millar and Seyhmus Baloglu, is available at no charge at http://www.hotelschool.cornell.edu/research/chr/pubs/quarterly/featured/, by arrangement with Sage Publishing, which publishes the CQ on behalf of the Center for Hospitality Research at the Cornell School of Hotel Administration.
Millar, of the University of San Francisco, and Baloglu, of the University of Nevada, Las Vegas, used a market research technique known as conjoint analysis to determine the travelers' preferences for the following seven sustainable practices: recycling policy, shampoo amenities, lighting control, energy efficient light bulbs, towel policy, linen policy, and green certification by an outside agency. In conjoint analysis, consumers rate packages that offer different combinations of one or more of these seven features. The ratings are compiled to determine which sustainable practices are most important to guests.
Based on the responses of 571 business and leisure travelers, the study found that the most influential single attribute on hotel room preference for this sample was green certification, a result that has not been found in other studies. These respondents were also supportive of rooms with a refillable shampoo dispenser (also an uncommon finding), energy efficient light bulbs, and towel- and linen-reuse policies. Guests also appreciated the idea of a key card that would control all energy use in the room. Relatively few respondents agreed that they would pay more to stay in a "green" room, as found in other studies. It's worth noting that the study included only respondents who indicated a willingness to stay in green rooms and as such cannot be generalized.
About the Cornell Hospitality Quarterly
The primary objective of the Cornell Hospitality Quarterly is to publish articles that provide timely and actionable prescriptions for hospitality management practice. The articles we publish are based on important industry challenges that are examined using rigorous methods of inquiry. The content addresses a broad range of topics that are relevant to hospitality, travel, and tourism contexts.
About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 81 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit www.chr.cornell.edu.
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