Customer perspective on environmental programs in hotels: The comparative case study of Finnish & Russian customers
Fedina, Iuliia (2018)
Pro gradu -tutkielma
Julkaisun pysyvä osoite on
Rapid development of tourism worldwide has driven the implementation of environmental programs by tourist accommodation businesses. The environmental program is not only the way to protect the environment but to develop strong relationships with company’s customers, improve customer experience and enhance sales. That is why it is important to know customer opinions on environmental programs and how their presence influences consumer behavior and decision-making process. This research paper investigates the opinions of customers of Finnish hotel Scandic Patria regarding the environmental program in different contexts. Special attention is put towards investigation of variations in opinions of Finnish and Russian customers by mean of empirical research which is conducted quantitatively by using questionnaire method. The results of the research have demonstrated that the opinions of Finnish and Russian customers towards the environmental program don’t differ fundamentally but there are some important distinctions. The research contributes to the theory since it defines the place of the environmental program in consumer decision-making process of selecting a hotel and establishes relationships with other influencing parameters. From practical viewpoint, the research results can significantly help properties’ owners to undertake justified managerial decisions towards the environmental programs and communicate environmental messages to customers more efficiently.