Skip to main content
SpringerLink
Log in

Segmenting the Generation Z Cohort Based on Evaluation of Hotel’s Environmental Policy

  • Conference paper
  • First Online:
Transcending Borders in Tourism Through Innovation and Cultural Heritage

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Tourism consists of a “neuralgic” sector of the economy of many countries, and for it to be viable in the future years, sustainable practices are applied. One area of sustainability in the tourism sector is the interest in sustainable practices that hotels employ. This research focuses on the sustainable practices that hotels use, and specifically, it measures the green hotel practices as evaluated by the Greek Generation Z cohort. Seven statements referring to a hotel’s (0–5 star) environmental policy that is easily detected when staying at a hotel room are evaluated by 736 Generation Z members. Criteria for participating in the study were to be an adult member of the Greek Generation Z cohort, thus born 1995–2001 in 2019, have internet access, an email or Facebook account, and stayed at a hotel for at least two nights. Additionally, satisfaction, intention to return, and intention to recommend the hotel are measured based on the hotel’s environmentally friendly practices. A web-based questionnaire was utilized for data selection in May 2020, during the country’s lockdown, with questions referring to hotel accommodation of the previous year. Data analysis incorporated descriptive statistics, K-Means Cluster analysis, chi-square, and cross-tabulation tests. Cluster analysis is applied to all seven statements, plus the three statements: satisfaction, intention to return, and intention to recommend. K-Means Cluster analysis extracted three segments, precisely the “environmentally indifferent,” the “environmentally sensitive,” and the “environmentally insensitive but dissatisfied”. Marketing directions are provided two-fold: towards the targeted customer group, i.e., the Greek members of the Generation Z cohort for increasing environmental awareness, as well as towards the hoteliers with recommendations referring to low-cost sustainable practices.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 169.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 219.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 219.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Bahja, F., & Hancer, M. (2021). Eco-guilt in tourism: Do tourists intend to behave environmentally friendly and still revisit? Journal of Destination Marketing & Management, 20, 100602. https://doi.org/10.1016/j.jdmm.2021.100602

    Article  Google Scholar 

  • Chan, E. S., & Hsu, C. H. (2016). Environmental management research in hospitality. International Journal of Contemporary Hospitality Management.

    Google Scholar 

  • Chen, Q. P., Wu, J. J., & Ruan, W. Q. (2021). What fascinates you? Structural dimension and element analysis of sensory impressions of tourist destinations created by animated works. Asia Pacific Journal of Tourism Research, 26(9), 1038–1054. https://doi.org/10.1080/10941665.2021.1941157

    Article  Google Scholar 

  • Dawson, G. (2018). “Don’t Ignore Generation Z.” Restaurant Hospitality, January 25. Retrieved July 5, 2019, from https://restaurant-hospitality.com

  • Dębski, M., & Borkowska-Niszczota, M. (2020). Consumer ecological behaviour and attitudes towards pro-ecological activities in accommodation facilities by generation Z. 2, 43–50.

    Google Scholar 

  • Dimitiradis, E. D., Kamenidou, I., Mamalis, S., & Bara, E.-Z. (2018). The mediating effect of environmental policy on the relationship between satisfaction and loyalty in the hotel industry. In TOURMAN 2018 Conference Proceedings (pp. 74–83). Rhodes.

    Google Scholar 

  • Dinica, V. (2009). Governance for sustainable tourism: A comparison of international and Dutch visions. Journal of Sustainable Tourism, 17(5), 583–603.https://doi.org/10.1080/09669580902855836

  • Erdogan, N., & Tosun, C. (2009). Environmental performance of tourism accommodations in the protected areas: Case of Goreme Historical National Park. International Journal of Hospitality Management, 28(3), 406–414.

    Article  Google Scholar 

  • Fuentes-Moraleda, L., Lafuente-Ibáñez, C., Muñoz-Mazón, A., & Villacé-Molinero, T. (2019). Willingness to pay more to stay at a boutique hotel with an environmental management system. A Preliminary Study in Spain. Sustainability, 11(18), 5134. https://doi.org/10.3390/su11185134

    Article  Google Scholar 

  • Haddouche, H., & Salomone, C. (2018). Generation Z and the tourist experience: Tourist stories and use of social networks. Journal of Tourism Futures, 4(1), 69–79. https://doi.org/10.1108/JTF-12-2017-0059

  • Han, H., Hsu, L. T. J., & Lee, J. S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519–528. https://doi.org/10.1016/j.ijhm.2009.02.004

    Article  Google Scholar 

  • Han, H., Hsu, L. T. J., Lee, J. S., & Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2), 345–355. https://doi.org/10.1016/j.ijhm.2010.07.008

    Article  Google Scholar 

  • Hsiao, T. Y., Chuang, C. M., Kuo, N. W., & Yu, S. M. F. (2014). Establishing attributes of an environmental management system for green hotel evaluation. International Journal of Hospitality Management, 36, 197–208. https://doi.org/10.1016/j.ijhm.2013.09.005

    Article  Google Scholar 

  • Huh, C., & Chang, H. S. (2017). An investigation of Generation Y travellers’ beliefs and attitudes towards green hotel practices: A view from active and passive green Generation Y travellers. International Journal of Tourism Sciences, 17(2), 126–139. https://doi.org/10.1080/15980634.2017.1318590

    Article  Google Scholar 

  • Kamenidou, I. C., Mamalis, S. A., Pavlidis, S., & Bara, E. Z. G. (2019). Segmenting the generation Z cohort university students based on sustainable food consumption behavior: A preliminary study. Sustainability, 11(3), 837. https://doi.org/10.3390/su11030837

    Article  Google Scholar 

  • Kamenidou, I., Mamalis S., & Alexandrou Z. (2018). Tourism and ecologically sensitive areas: The case the prefecture of Preveza from citizens’ point of view. In: A. Karasavvoglou, S. Goić, P. Polychronidou, P. Delias (Eds.), Economy, finance and business in Southeastern and Central Europe. Springer Proceedings in Business and Economics. Springer. https://doi.org/10.1007/978-3-319-70377-0_36

  • Kamenidou, I. E., Vassilikopoulou, A., & Priporas, C. V. (2021). New sheriff in town? Discovering Generation Z as tourists. In Generation Z marketing and management in tourism and hospitality (pp. 121–140). Palgrave Macmillan.

    Google Scholar 

  • Khan, A., Chenggang, Y., Hussain, J., Bano, S., & Nawaz, A. (2020). Natural resources, tourism development, and energy-growth-CO2 emission nexus: A simultaneity modeling analysis of BRI countries. Resources Policy, 68, 101751. https://doi.org/10.1016/j.resourpol.2020.101751

    Article  Google Scholar 

  • Lee, C. F., Huang, H. I., & Yeh, H. R. (2010). Developing an evaluation model for destination attractiveness: Sustainable forest recreation tourism in Taiwan. Journal of Sustainable Tourism, 18(6), 811–828. https://doi.org/10.1080/09669581003690478

    Article  Google Scholar 

  • Lemy, D. M., Pramezwary, A., Teguh, F., & Pramono, R. (2019). How sustainable is our destination? A snap-shot from the first Indonesia sustainable tourism destination award. African Journal of Hospitality, Tourism and Leisure, 8(1), 1–12.

    Google Scholar 

  • Lemy, D. M. (2016). The effect of green hotel practices on service quality: The Gen Z perspective. In S. M. Radzi, M. H. M. Hanafiah, N. Sumarjan, Z. Mohi, D. Sukyadi, K. Suryadi, & P. Purnawarman (Eds.), Heritage, culture and society: Research agenda and best practices in the hospitality and tourism industry. CRC Press.

    Google Scholar 

  • Li, C., Gao, L., Liu, Y., & Li, H. (2021). Cluster analysis of China’s inbound tourism market: A new multi-attribute approach based on association rule mining of tourist preferences at scenic spots. Asia Pacific Journal of Tourism Research, 26(6), 654–667. https://doi.org/10.1080/10941665.2021.1887305

    Article  Google Scholar 

  • Lim, C., & McAleer, M. (2005). Ecologically sustainable tourism management. Environmental Modelling & Software, 20(11), 1431–1438. https://doi.org/10.1016/j.envsoft.2004.09.023

    Article  Google Scholar 

  • Lopes, V., Moreno Pires, S., & Costa, R. (2020). A strategy for a sustainable tourism development of the Greek Island of Chios. Tourism: An International Interdisciplinary Journal, 68(3), 243–260. https://doi.org/10.37741/t.68.3.1

  • Martínez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896–917.

    Google Scholar 

  • McBride, R. (2016), Designing for the Digital Native: Generation Z [Online]. Retrieved July 29, 2021, from https://lodgingmagazine.com/designing-for-the-digital-native-generation-z/

  • Mendleson, N., & Polonsky, M. J. (1995). Using strategic alliances to develop credible green marketing. Journal of Consumer Marketing, 12(2), 4–18. https://doi.org/10.1108/07363769510084867

    Article  Google Scholar 

  • Mensah, I., & Mensah, D. R. (2013). International tourists’ environmental attitude towards hotels in Accra. International Journal of Academic Research in Business and Social Sciences, 3(5), 444.

    Google Scholar 

  • Nadanyiová, M., & Gajanová, L. (2019). Consumersʼ perception of Green marketing as a source of competitive advantage in the hotel industry. Retrieved from https://www.littera-scripta.com/wp-content/uploads/2019/05/9_Nadanyiova-1.pdf

  • Pham, N. T., Tučková, Z., & Jabbour, C. J. C. (2019). Greening the hospitality industry: How do green human resource management practices influence organizational citizenship behavior in hotels? A mixed-methods study. Tourism Management, 72, 386–399.

    Article  Google Scholar 

  • Rodríguez, C., Jacob, M., & Florido, C. (2020). Socioeconomic profile of tourists with a greater circular attitude and behaviour in hotels of a sun and beach destination. International Journal of Environmental Research and Public Health, 17(24), 9392. https://doi.org/10.3390/ijerph17249392

    Article  Google Scholar 

  • Shin, H. W., & Kang, J. (2021). What motivates your environmentally sustainable stay? Exploration of the underlying mechanism of consumers’ intentions to use green peer-to-peer accommodations. Journal of Travel & Tourism Marketing, 38(4), 413–430. https://doi.org/10.1080/10548408.2021.1921672

    Article  Google Scholar 

  • Stegerean, R., Petre, A. & Chis, A. (2014). Environmental Strategy and hotel competitiveness evidence from Brasov County. In Proceedings of the 8th International Management Conference “Management Challenges for Sustainable Development”, November 6th-7th, 2014, Bucharest, Romania. Retrieved from http://conferinta.management.ase.ro/archives/2014/pdf/58.pdf

  • Stylos, N., Koroneos, C., Roset, J., González-Sánchez, C., Xydis, G., & Muñoz, F. S. (2018). Exergy as an indicator for enhancing evaluation of environmental management performance in the hospitality industry. Journal of Cleaner Production, 198, 1503–1514. https://doi.org/10.1016/j.jclepro.2018.07.107

    Article  Google Scholar 

  • Su, C. H. J., Tsai, C. H. K., Chen, M. H., & Lv, W. Q. (2019). US sustainable food market generation Z consumer segments. Sustainability, 11(13), 3607.

    Article  Google Scholar 

  • Tang, C. M. F., & Lam, D. (2017). The role of extraversion and agreeableness traits on Gen Y’s attitudes and willingness to pay for green hotels. International Journal of Contemporary Hospitality Management., 29(1), 607–623. https://doi.org/10.1108/IJCHM-02-2016-0048

    Article  Google Scholar 

  • Törőcsik, M., Szűcs, K., & Kehl, D. (2014). How generations think: Research on generation z. Acta universitatis Sapientiae, communicatio, 1(1), 23–45.

    Google Scholar 

  • Verma, V. K., & Chandra, B. (2018). An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner Production, 172, 1152–1162. https://doi.org/10.1016/j.jclepro.2017.10.047

    Article  Google Scholar 

  • Walters, P. (2021). Are generation Z ethical consumers? In Generation Z marketing and management in tourism and hospitality (pp. 303–325). Palgrave Macmillan.

    Google Scholar 

  • Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426–436. https://doi.org/10.1016/j.jclepro.2018.01.250

    Article  Google Scholar 

  • Warren, C., Becken, S., & Coghlan, A. (2017). Using persuasive communication to co-create behavioural change–engaging with guests to save resources at tourist accommodation facilities. Journal of Sustainable Tourism, 25(7), 935–954. https://doi.org/10.1080/09669582.2016.1247849

    Article  Google Scholar 

  • Williams, P. W., & Ponsford, I. F. (2009). Confronting tourism’s environmental paradox: Transitioning for sustainable tourism. Futures, 41(6), 396–404. https://doi.org/10.1016/j.futures.2008.11.019

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. International Hellenic University, Kavala Campus, Greece

    Irene Kamenidou, Spyridon Mamalis, Evangelia-Zoi Bara, Ifigeneia Mylona & Stavros Pavlidis

Authors
  1. Irene Kamenidou
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Spyridon Mamalis
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Evangelia-Zoi Bara
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Ifigeneia Mylona
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Stavros Pavlidis
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Irene Kamenidou .

Editor information

Editors and Affiliations

  1. University of West Attica, Athens, Greece

    Vicky Katsoni

  2. Bucharest University of Economic Studies, Bucharest, Romania

    Andreea Claudia Şerban

Rights and permissions

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Kamenidou, I., Mamalis, S., Bara, EZ., Mylona, I., Pavlidis, S. (2022). Segmenting the Generation Z Cohort Based on Evaluation of Hotel’s Environmental Policy. In: Katsoni, V., Şerban, A.C. (eds) Transcending Borders in Tourism Through Innovation and Cultural Heritage. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-92491-1_7

Download citation

Publish with us

Policies and ethics

Search

Navigation