An Insight into Green Practices followed in the Indian Hotel industry.

Abstract

The study measures the consumer’s attitude and behavioral practices relating to the use of green practice in the Indian hotel industry. The methodology employed was quantitative and use was made of a structured questionnaire followed by secondary research. Convenience sampling was utilized. The study was conducted in Delhi and Delhi NCR. Factor analysis and correlation was used to measure the consumers’ attitudes and behaviors. Consumers availing themselves of hotel services are very particular about the environmental practices followed by their chosen property. They tend to stay in hotels which have adopted green practices in their operations but are also concerned about the service quality that is offered. Consumers were found to be unwilling to pay extra for green practices to be adopted. The hotel industry will be required to make an investment in green practices which are considered to be environmental friendly. The government should acknowledge these practices and motivate the hotels by offering them incentives or benefits such as for example, tax deductions. The study measured consumer behaviour towards green practice availability. The hotel industry is required to follow a business model that must of necessity be in line with the goal of sustainable development so that hotels can sustain themselves in the long run. They are required and urged to employ green practices as their preferred working model.

Keywords

• Green practices
• consumer behaviour
• hotel industry
• India
• eco-friendly
• conservation