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AN INVESTIGATION INTO HOTEL EMPLOYEES' PERCEPTION OF GREEN PRACTICES
Title
AN INVESTIGATION INTO HOTEL EMPLOYEES' PERCEPTION OF GREEN PRACTICES.
Creator
Kim, Sun-Hwa, Okumus, Fevzi, University of Central Florida
Abstract / Description
This study examined how employees of the hotel industry perceived green practices. Data was collected from 220 employees working in eight green certified hotels in Orlando. Research results revealed that performance levels of green practices implemented by hotels were lower than the importance levels of those same green practices as perceived by hotel employees. The results of the study illustrated that (1) the employees' perception regarding green practices was not different than one of...
Show moreThis study examined how employees of the hotel industry perceived green practices. Data was collected from 220 employees working in eight green certified hotels in Orlando. Research results revealed that performance levels of green practices implemented by hotels were lower than the importance levels of those same green practices as perceived by hotel employees. The results of the study illustrated that (1) the employees' perception regarding green practices was not different than one of hoteliers in terms of importance and performance, and (2) employees weighted the green practices that were beneficial to them as more important than green practices that required their behavior change. Also, a positive correlation between organizational commitment and green practices detected in this study which suggests that hotel organizations may anticipate positive ramifications of green practices in relation to HR approach when they embrace green practices. Unfortunately, employees' green perceptions at work were not generalized by their demographic characteristics, yet a number of considerable results were garnered from this study. These were (1) employees in operational departments were more green conscious than employees in other departments, (2) generation X was critical about green performance by the hotels, and (3) minorities showed more green concerns than other ethnicities. This study suggests that hotels need to spend more time and effort in communicating their green practice to employees. Training to improve green practices should be versatile and job-specific with strategies developed to motivate the employees to engage in green practices. Overall, this study proposes for hotels simply deploying green practices is not enough. They should carefully plan their green practices by training and motivating employees.
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Date Issued
2009
Identifier
CFE0002908, ucf:47990
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0002908
Dual Branding: An Investigative Look into Dual Branding's Position within the Concept of Brand Alliance in the Hotel Industry
Title
Dual Branding: An Investigative Look into Dual Branding's Position within the Concept of Brand Alliance in the Hotel Industry.
Creator
Ronzoni, Giulio, Fyall, Alan, Torres Areizaga, Edwin, Singh, Dipendra, Weinland, Jeffrey, Smith, Scott, University of Central Florida
Abstract / Description
The purpose of this dissertation was to investigate, in an exploratory way, the state of the art of the application of brand alliances, with a particular focus on the practice of dual branding, in the field of lodging. More precisely, this research aimed at identifying and evaluating the determinants of industry adoption of, and customer satisfaction with, intra-company dual branding strategies in the US lodging industry.The primary purpose of this study is to determine the efficacy of dual...
Show moreThe purpose of this dissertation was to investigate, in an exploratory way, the state of the art of the application of brand alliances, with a particular focus on the practice of dual branding, in the field of lodging. More precisely, this research aimed at identifying and evaluating the determinants of industry adoption of, and customer satisfaction with, intra-company dual branding strategies in the US lodging industry.The primary purpose of this study is to determine the efficacy of dual branding in the field of the lodging industry, a phenomenon that is still insufficiently explored in the literature. In fact, the scarcity of literature pertaining to the lodging industry has forced this study to consider the research related to other segments and industries where dual branding strategies have been studied. Therefore, this study intended to expand the existing body of knowledge, advancing the theory of brand alliance from an industry and consumer perspective, as well as adapt, refine, and utilize a scale suitable for the measurement of dual branded hotels' customer satisfaction. This dissertation used an exploratory sequential mixed method approach. In the first qualitative phase, face-to-face and telephone interviews with operational hotel managers, corporate hotel managers, real estate development and management companies' managers, owners, and presidents, as well as hotel and lodging associations' professionals have been conducted. In addition to relevant and significant findings and results obtained through the hotel industry professionals interviewed, themes, constructs, and variables useful in the refinement and adaptation of a dual branding customer satisfaction scale were attained. Consequently, the second quantitative phase consisted of an online administration of a scenario-based questionnaire to dual branded hotels' customers of a dual branded lodging property aimed at identifying and evaluating the determinants of customer satisfaction.The ultimate purpose of this research has been to understand the main issues of implementation of dual branding practices and strategies in the lodging context. In particular, it has been to highlight and provide managerial, theoretical, methodological, and practical implications and recommendations for the US lodging industry, in the adoption of intra-company dual branding strategies. The suggestions offered in the study are relevantly timed to what is happening within the lodging industry, offering implications for both academia and industry.
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Date Issued
2019
Identifier
CFE0007716, ucf:52411
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007716