Research Article
BibTex RIS Cite

Discovering the magical rewards of embracing green practices in the realm of hospitality, with a focus on luxury hotels in Oman

Year 2024, Volume: 6 Issue: 2, 18 - 35, 07.01.2025

Raja Tumati , Mohsin Malallah Al Ajmi

https://doi.org/10.48119/toleho.1490785

Abstract

This study aimed to understand guests' perceptions of and satisfaction with green practices in luxury hotels. This study used a quantitative research approach and descriptive research design. A purposive sampling technique was adopted for this study, and data were collected through a survey of 153 participants. 79.7% stated that the purpose of their visits was leisure. Green practices include energy and water savings, eco-friendly services, and the recycling of materials. The study found a positive correlation between guest satisfaction, green products, service offerings, and guest content in green environments. However, no association was found between green prices, promotions, and customer satisfaction. Guests’ perceptions of luxury hotels in Oman that adopted green practices gained a competitive advantage (4.515). Finally, the study found a positive correlation between luxury hotels' green practices and visitor satisfaction, indicating a significant impact of these practices on guest satisfaction.

JEL Codes: N55, Q01

Keywords

Green practices luxury hotels customer satisfaction sustainability perception.

Ethical Statement

The ethics committee permission required to collect the data used in this study was obtained from Oman Tourism College Research Committee on March 21, 2024.

References

  • Aljarah, A. (2020). The nexus between corporate social responsibility and target-based customer citizenship behavior. Journal of Sustainable Tourism, 28(12), pp. 2044-2063. https://doi.org/10.1080/096695 82.2020.1789155
  • Al Ghazali, A., Zaloumis, B., & Khan, F. (2021). Sustainable practices in international chain hotels in Muscat, Sultanate of Oman. International Journal of Research in Entrepreneurship & Business Studies, 2(2), pp. 17-28. https://doi.org/10.47259/ijrebs.223.
  • Amin, R. Sheikh, R. Arif, I. & Rahman, M. (2013). Practices of green marketing in Bangladesh: A case study of Dhaka City, International Journal of Small Economies, 4(1), pp. 2-3. DOI: https://doi.org/10.18034/gdeb.v1i2.197.
  • Anser, M.K., Yousaf, Z., & Zaman, K. (2020). Green technology acceptance model and green logistics operations: To see which way the wind is blowing. Frontiers in Sustainability, 1, pp. 3-15. https://doi.org/10.3389/frsus.2020.00003
  • Baker, M.A., Davis, E.A. & Weaver, P.A. (2014). Eco-friendly attitudes, barriers to Participation, and differences in behavior at green hotels. Cornell Hospitality Quarterly, 55(1), pp. 89-99. https://doi.org/10.1177/1938965513504483
  • Berezan, O., Raab, C., Yoo, M., & Love, C. (2013). Sustainable hotel practices and nationality: The impact on guest satisfaction and guest intention to return. International Journal of Hospitality Management, 34(1), pp. 227-233. https://doi.org/10.1016/j.ijhm. 2013.03.010
  • Bryman, A. & Bell, E. (2015). Business research methods. 4th Ed., Oxford, United Kingdom: Oxford University Press.
  • Chang, R., Chanda, R. C., Vafaei-Zadeh, A., Hanifah, H., Gui, A. (2024). Assessing Green practices on eco-friendly hotel customer loyalty: A partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis hybrid approach. Sustainability, 16. https://doi.org/10.3390/su16093834
  • Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability, 7(8), pp. 10135-10152. https://doi.org/10.3390/su70810135
  • Cresswell, J. W. (2014). Research design qualitative, quantitative, and mixed methods approach. 4th edn. Los Angeles: SAGE Publications.
  • Creswell, J.W. & Clark, V.L.P. (2018). Designing and conducting mixed methods research. 3rd edn. Los Angeles: SAGE Publications.
  • Damigos, D. (2023). How much are consumers willing to pay for a greener hotel industry? A systematic literature review. Sustainability, 15(11), https://doi.org/10.3390/ su15118775
  • De Vaus, D. A. (2014). Surveys in social research. 6th Ed., Abingdon: Routledge.
  • De Brito, C. (2017). Six Senses Zighy Bay Oman expands organic farm. Hotelier. https://www.hoteliermiddleeast.com/food-beverage/32425-six-senses-zighy-bay-oman-expands-organic-farm
  • Faust, J. (2018). Green Hotels. Available on: https://greentraveling.weebly.com/index.html. (10 March 2024).
  • Gerdt, S.-O., Wagner, E., & Schewe, G. (2019). The relationship between sustainability and customer satisfaction in hospitality: An explorative investigation using eWOM as a data source. Tourism Management, 74(1), pp. 155–172. https://doi.org/10.1016/j.tourman.2019. 02.010
  • Gitobu, J. & Njoroge, J. (2015). Adoption of green marketing practices by hotels in Mombasa County Kenya, African Journal of Tourism, Hospitality, and Leisure Studies,1(1), pp. 5-7. http://hdl.handle.net/11295/76065
  • Gheorghe, G., Tudorache, P., & Roşca, I. M. (2023). The Contribution of Green Marketing in the Development of a Sustainable Destination through Advanced Clustering Methods. Sustainability, 15(18). https://doi.org/10.3390/su151813691
  • Hsiao, T. Y., Chuang, C. M. & Huang, L. (2018). The contents, determinants, and strategic procedure for implementing suitable green activities in star hotels, International Journal of Hospitality Management. Elsevier, 69(1), pp. 1–13. doi: 10.1016/j.ijhm.2017.10.005.
  • Han, X. & Chan, K., (2013). Perception of green hotels among tourists in Hong Kong: An exploratory study. Services Marketing Quarterly, 34(4), pp. 339-352. https://doi.org/10. 1080/15332969.2013.827069
  • Kathambi, G. J. (2014). Adoption of green marketing practices by hotels in Mombasa County, Kenya. Available on: http://erepository.uonbi.ac.ke:8080/bitstream /handle/11295 /76065/Gitobu _Adoption %20of%20green%20marketing%20practises %20by%20 hotels% 20in%20 Mombasa%20County%2C%20Kenya.pdf?sequence=3.
  • Kotler, P. & Keller, K. (2016). Marketing management. New Jersey, United States: Pearson Prentice Hall.
  • Lee, S., Sun, K.A., Wu, L., & Xiao, Q. (2018). A moderating role of green practices on the relationship between service quality and customer satisfaction: Chinese hotel context. Journal of China Tourism Research, 14(1), pp. 42-60. https://doi.org/10.1108/JHTT-10-2015-0038.
  • Mohamad, Z, Arifin, T, Samsuri, A, & Munir, M. (2014). Intention to visit green hotel in Malaysia: The impact of personal traits and marketing strategy, International Journal of Business and Social Science, 5(7), pp. 167-188.
  • Mohd Suki, N. (2017). Green products usage: structural relationships on customer satisfaction and loyalty. International Journal of Sustainable Development & World Ecology, 24(1), pp. 88-95. https://doi.org/10.1080/13504509.2016.1169563.
  • Moise, M. S., Gil-Saura, I., & Ruiz-Molina, M. E. (2018). Effects of green practices on guest satisfaction and Loyalty. European Journal of Tourism Research, 20, pp. 92–104. https://doi.org/10.54055/ejtr.v20i.342
  • Nayak, K. & Singh, S. (2013). An evaluation of opportunity and challenges for green marketing in hotel industry of Daman. International Journal of Research in Management & Social Science,1(1), pp. 115-130.
  • Noor, N. Shaari, H. & Kumar, D. (2014). Exploring tourists intention to stay at green hotel: the influences of environmental attitudes and hotel attributes. The Macrotheme Review A multidisciplinary journal of global macro trends, 3(7), pp. 24-25.
  • Pereira, L., Asrar, G.R., Bhargava, R. et al. (2021). Grounding global environmental assessments through bottom-up futures based on local practices and perspectives. Sustain Science, 16, pp. 1907–1922. https://doi.org/10.1007/s11625-021-01013-x
  • Punitha, S. Abdulaziz, Y. & Rahman, A. (2016). Consumers’ perceptions of green marketing in the hotel industry. Canadian Center of Social Science, 12(1), pp. 7-21. http://dx.doi.org/ 10.5539/ass.v12n1p1
  • Punitha, S. & Rasdi, R. (2013). Corporate social responsibility: Adoption of green marketing by hotel industry, Asian Social Science, 9(17), pp. 79-85. http://dx.doi.org/ 10.5539/ass.v9n17p79
  • Saunders, M., Lewis, P. & Thornhill, A. (2015). Research methods for business students. 7th Ed., Harlow: Pearson Education Limited.
  • Sivesan, S. Achchuthan, S. & Umanakenan, R. (2013). Green marketing practices and customer satisfaction: A special reference to leather goods. Global Journal of Management and Business Research, 13(3), pp. 51-59.
  • Sugianto, E. & Kurniawan, C. J. (2017). Pengaruh program green hotel terhadap minat beli konsumen di hotel di Indonesia. Jurnal Hospitality dan Manajemen Jasa, 5(2), pp. 390 – 400.
  • Times News Service (2024). Oman’s first hydroponic farm in a luxury hotel Alila Jabal Akhdar. Times of Oman. https://timesofoman.com/article/147380-omans-first-hydroponic-farm-in-a-luxury-hotel-alila-jabal-akhdar
  • Verma, V. & Chandra, B. (2016). Hotel guest’s perception and choice dynamics for green hotel attribute: A mix method approach. Indian Journal of Science and Technology, 9(5), pp. 1-3. DOI:10.17485/IJST/2016/V9I5/77601
  • Witek, L. & Kuźniar, W. (2021). Green purchase behaviour: The effectiveness of sociodemographic variables for explaining green purchases in emerging markets. Sustainability (Switzerland), 13(1), pp. 1–18. doi: 10.3390/su13010209.
  • Wang, J., Vo-Thanh, T., Gursoy, D., Dang-Van, T., & Nguyen, N. (2024). Effects of hotels’ green practices on consumer citizenship behaviour. International Journal of Hospitality Management, 118. https://doi.org/10.1016/j.ijhm.2023.103679
  • Wong, J. W. C., & Lai, I. K. W. (2024). Influence of the green certification logo and text on environmental awareness and hotel guests’ water-saving behaviour. Journal of Travel & Tourism Marketing, 41(4), pp. 491-507. DOI: 10.1080/10548408.2024.2310763
  • Yusof, Y., Awang, Z., Jusoff, K., & Ibrahim, Y. (2017). The influence of green practices by non-green hotels on customer satisfaction and loyalty in hotel and tourism industry. International Journal of Green Economics, 11(1), pp. 1-14. DOI: 10.1504/IJGE.2017. 082716
  • Yusof, N. (2014). Customers' expectations of hotel green marketing: A New Zealand quantitative. pp. 6-21. http://aut.researchgateway.ac.nz/bitstream/ handle/10292/8592/ MatYusofNA.pdf.pdf?sequence=3
  • Zengeni, N. (2013). Hoteliers’ perceptions of the impacts of green tourism on hotel operating costs in Zimbabwe: The case of selected Harare Hotels, Australian Journal of Business and Management Research, 2(11), pp. 66-67. DOI:10.52283/NSWRCA. AJBMR.20120211A06

Year 2024, Volume: 6 Issue: 2, 18 - 35, 07.01.2025

Raja Tumati , Mohsin Malallah Al Ajmi

https://doi.org/10.48119/toleho.1490785

Abstract

References

  • Aljarah, A. (2020). The nexus between corporate social responsibility and target-based customer citizenship behavior. Journal of Sustainable Tourism, 28(12), pp. 2044-2063. https://doi.org/10.1080/096695 82.2020.1789155
  • Al Ghazali, A., Zaloumis, B., & Khan, F. (2021). Sustainable practices in international chain hotels in Muscat, Sultanate of Oman. International Journal of Research in Entrepreneurship & Business Studies, 2(2), pp. 17-28. https://doi.org/10.47259/ijrebs.223.
  • Amin, R. Sheikh, R. Arif, I. & Rahman, M. (2013). Practices of green marketing in Bangladesh: A case study of Dhaka City, International Journal of Small Economies, 4(1), pp. 2-3. DOI: https://doi.org/10.18034/gdeb.v1i2.197.
  • Anser, M.K., Yousaf, Z., & Zaman, K. (2020). Green technology acceptance model and green logistics operations: To see which way the wind is blowing. Frontiers in Sustainability, 1, pp. 3-15. https://doi.org/10.3389/frsus.2020.00003
  • Baker, M.A., Davis, E.A. & Weaver, P.A. (2014). Eco-friendly attitudes, barriers to Participation, and differences in behavior at green hotels. Cornell Hospitality Quarterly, 55(1), pp. 89-99. https://doi.org/10.1177/1938965513504483
  • Berezan, O., Raab, C., Yoo, M., & Love, C. (2013). Sustainable hotel practices and nationality: The impact on guest satisfaction and guest intention to return. International Journal of Hospitality Management, 34(1), pp. 227-233. https://doi.org/10.1016/j.ijhm. 2013.03.010
  • Bryman, A. & Bell, E. (2015). Business research methods. 4th Ed., Oxford, United Kingdom: Oxford University Press.
  • Chang, R., Chanda, R. C., Vafaei-Zadeh, A., Hanifah, H., Gui, A. (2024). Assessing Green practices on eco-friendly hotel customer loyalty: A partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis hybrid approach. Sustainability, 16. https://doi.org/10.3390/su16093834
  • Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability, 7(8), pp. 10135-10152. https://doi.org/10.3390/su70810135
  • Cresswell, J. W. (2014). Research design qualitative, quantitative, and mixed methods approach. 4th edn. Los Angeles: SAGE Publications.
  • Creswell, J.W. & Clark, V.L.P. (2018). Designing and conducting mixed methods research. 3rd edn. Los Angeles: SAGE Publications.
  • Damigos, D. (2023). How much are consumers willing to pay for a greener hotel industry? A systematic literature review. Sustainability, 15(11), https://doi.org/10.3390/ su15118775
  • De Vaus, D. A. (2014). Surveys in social research. 6th Ed., Abingdon: Routledge.
  • De Brito, C. (2017). Six Senses Zighy Bay Oman expands organic farm. Hotelier. https://www.hoteliermiddleeast.com/food-beverage/32425-six-senses-zighy-bay-oman-expands-organic-farm
  • Faust, J. (2018). Green Hotels. Available on: https://greentraveling.weebly.com/index.html. (10 March 2024).
  • Gerdt, S.-O., Wagner, E., & Schewe, G. (2019). The relationship between sustainability and customer satisfaction in hospitality: An explorative investigation using eWOM as a data source. Tourism Management, 74(1), pp. 155–172. https://doi.org/10.1016/j.tourman.2019. 02.010
  • Gitobu, J. & Njoroge, J. (2015). Adoption of green marketing practices by hotels in Mombasa County Kenya, African Journal of Tourism, Hospitality, and Leisure Studies,1(1), pp. 5-7. http://hdl.handle.net/11295/76065
  • Gheorghe, G., Tudorache, P., & Roşca, I. M. (2023). The Contribution of Green Marketing in the Development of a Sustainable Destination through Advanced Clustering Methods. Sustainability, 15(18). https://doi.org/10.3390/su151813691
  • Hsiao, T. Y., Chuang, C. M. & Huang, L. (2018). The contents, determinants, and strategic procedure for implementing suitable green activities in star hotels, International Journal of Hospitality Management. Elsevier, 69(1), pp. 1–13. doi: 10.1016/j.ijhm.2017.10.005.
  • Han, X. & Chan, K., (2013). Perception of green hotels among tourists in Hong Kong: An exploratory study. Services Marketing Quarterly, 34(4), pp. 339-352. https://doi.org/10. 1080/15332969.2013.827069
  • Kathambi, G. J. (2014). Adoption of green marketing practices by hotels in Mombasa County, Kenya. Available on: http://erepository.uonbi.ac.ke:8080/bitstream /handle/11295 /76065/Gitobu _Adoption %20of%20green%20marketing%20practises %20by%20 hotels% 20in%20 Mombasa%20County%2C%20Kenya.pdf?sequence=3.
  • Kotler, P. & Keller, K. (2016). Marketing management. New Jersey, United States: Pearson Prentice Hall.
  • Lee, S., Sun, K.A., Wu, L., & Xiao, Q. (2018). A moderating role of green practices on the relationship between service quality and customer satisfaction: Chinese hotel context. Journal of China Tourism Research, 14(1), pp. 42-60. https://doi.org/10.1108/JHTT-10-2015-0038.
  • Mohamad, Z, Arifin, T, Samsuri, A, & Munir, M. (2014). Intention to visit green hotel in Malaysia: The impact of personal traits and marketing strategy, International Journal of Business and Social Science, 5(7), pp. 167-188.
  • Mohd Suki, N. (2017). Green products usage: structural relationships on customer satisfaction and loyalty. International Journal of Sustainable Development & World Ecology, 24(1), pp. 88-95. https://doi.org/10.1080/13504509.2016.1169563.
  • Moise, M. S., Gil-Saura, I., & Ruiz-Molina, M. E. (2018). Effects of green practices on guest satisfaction and Loyalty. European Journal of Tourism Research, 20, pp. 92–104. https://doi.org/10.54055/ejtr.v20i.342
  • Nayak, K. & Singh, S. (2013). An evaluation of opportunity and challenges for green marketing in hotel industry of Daman. International Journal of Research in Management & Social Science,1(1), pp. 115-130.
  • Noor, N. Shaari, H. & Kumar, D. (2014). Exploring tourists intention to stay at green hotel: the influences of environmental attitudes and hotel attributes. The Macrotheme Review A multidisciplinary journal of global macro trends, 3(7), pp. 24-25.
  • Pereira, L., Asrar, G.R., Bhargava, R. et al. (2021). Grounding global environmental assessments through bottom-up futures based on local practices and perspectives. Sustain Science, 16, pp. 1907–1922. https://doi.org/10.1007/s11625-021-01013-x
  • Punitha, S. Abdulaziz, Y. & Rahman, A. (2016). Consumers’ perceptions of green marketing in the hotel industry. Canadian Center of Social Science, 12(1), pp. 7-21. http://dx.doi.org/ 10.5539/ass.v12n1p1
  • Punitha, S. & Rasdi, R. (2013). Corporate social responsibility: Adoption of green marketing by hotel industry, Asian Social Science, 9(17), pp. 79-85. http://dx.doi.org/ 10.5539/ass.v9n17p79
  • Saunders, M., Lewis, P. & Thornhill, A. (2015). Research methods for business students. 7th Ed., Harlow: Pearson Education Limited.
  • Sivesan, S. Achchuthan, S. & Umanakenan, R. (2013). Green marketing practices and customer satisfaction: A special reference to leather goods. Global Journal of Management and Business Research, 13(3), pp. 51-59.
  • Sugianto, E. & Kurniawan, C. J. (2017). Pengaruh program green hotel terhadap minat beli konsumen di hotel di Indonesia. Jurnal Hospitality dan Manajemen Jasa, 5(2), pp. 390 – 400.
  • Times News Service (2024). Oman’s first hydroponic farm in a luxury hotel Alila Jabal Akhdar. Times of Oman. https://timesofoman.com/article/147380-omans-first-hydroponic-farm-in-a-luxury-hotel-alila-jabal-akhdar
  • Verma, V. & Chandra, B. (2016). Hotel guest’s perception and choice dynamics for green hotel attribute: A mix method approach. Indian Journal of Science and Technology, 9(5), pp. 1-3. DOI:10.17485/IJST/2016/V9I5/77601
  • Witek, L. & Kuźniar, W. (2021). Green purchase behaviour: The effectiveness of sociodemographic variables for explaining green purchases in emerging markets. Sustainability (Switzerland), 13(1), pp. 1–18. doi: 10.3390/su13010209.
  • Wang, J., Vo-Thanh, T., Gursoy, D., Dang-Van, T., & Nguyen, N. (2024). Effects of hotels’ green practices on consumer citizenship behaviour. International Journal of Hospitality Management, 118. https://doi.org/10.1016/j.ijhm.2023.103679
  • Wong, J. W. C., & Lai, I. K. W. (2024). Influence of the green certification logo and text on environmental awareness and hotel guests’ water-saving behaviour. Journal of Travel & Tourism Marketing, 41(4), pp. 491-507. DOI: 10.1080/10548408.2024.2310763
  • Yusof, Y., Awang, Z., Jusoff, K., & Ibrahim, Y. (2017). The influence of green practices by non-green hotels on customer satisfaction and loyalty in hotel and tourism industry. International Journal of Green Economics, 11(1), pp. 1-14. DOI: 10.1504/IJGE.2017. 082716
  • Yusof, N. (2014). Customers' expectations of hotel green marketing: A New Zealand quantitative. pp. 6-21. http://aut.researchgateway.ac.nz/bitstream/ handle/10292/8592/ MatYusofNA.pdf.pdf?sequence=3
  • Zengeni, N. (2013). Hoteliers’ perceptions of the impacts of green tourism on hotel operating costs in Zimbabwe: The case of selected Harare Hotels, Australian Journal of Business and Management Research, 2(11), pp. 66-67. DOI:10.52283/NSWRCA. AJBMR.20120211A06
There are 42 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Peer-reviewed Articles
Authors

Raja Tumati 0000-0002-2194-2924

Mohsin Malallah Al Ajmi 0009-0008-0593-8184

Publication Date January 7, 2025
Submission Date May 27, 2024
Acceptance Date November 14, 2024
Published in Issue Year 2024 Volume: 6 Issue: 2

Cite

APA Tumati, R., & Al Ajmi, M. M. (2025). Discovering the magical rewards of embracing green practices in the realm of hospitality, with a focus on luxury hotels in Oman. Journal of Tourism Leisure and Hospitality, 6(2), 18-35. https://doi.org/10.48119/toleho.1490785
 Download Cover Image

Abstracting & Indexing

TR_Dizin_logo_live-e1586763957746.png       |       5e5f5ea367664.png       |  pub-doaj-1140x400.jpg      | ici2.png |   uni_global_ulrichs_header.png   |   

Making Submissions via DergiPark

The article—prepared according to author guidelines (covering text, references, tables, and figures)—should be sent to Journal of TOLEHO via DergiPark.

Please, use the links below to access the visual descriptions of the submission steps;

Full Open Access Strategy

Journal of TOLEHO is fully sponsored by Anadolu University Faculty of Tourism. Therefore there aren't any article submission, processing or publication charges. 

There are also no charges for rejected articles, no proofreading charges, and no surcharges based on the length of an article, figures or supplementary data etc. All items (editorials, corrections, addendums, retractions, comments, etc.) are published free of charge.

Journal of TOLEHO is an open access journal which means that all content is freely available without charge to the users or institutions. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles, or use them for any other lawful purpose, without asking prior permission from the publisher or the author. This is in accordance with the BOAI definition of open access.

Therefore, all articles published will be immediately and permanently free to read and download. All items has their own unique URL and PDF file.

All items published by the Journal of Tourism, Leisure and Hospitality are licensed under a Creative Commons Attribution 4.0 International License. Creative Commons License

The licence permits others to use, reproduce, disseminate or display the article in any way, including for commercial purposes, so long as they credit the author for the original creation.

Authors retain copyright and grant the journal exclusive right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

However, Anadolu University Press can also demand to make an additional license agreement with the corresponding author of the study after first publication, in order to publish the manuscript in full text on various other platforms (web page, databases, indexes, promotion circles and etc.).