Millennials' Viewpoints about Sustainable Hotels' Practices in Egypt: Promoting Responsible Consumerism
Authors: Jailan Mohamed El Demerdash
Millennials are a distinctive and dominant consumer group whose behavior, preferences and purchase decisions are broadly explored but not fully understood yet. Making up the largest market segment in the world, and in Egypt, they have the power to reinvent the hospitality industry and contribute to forming prospective demand for green hotels by showing willingness to adopting their environmental-friendly practices. The current study aims to enhance better understanding of Millennials' perception about sustainable initiatives and to increase the prediction power of their intentions regarding green hotel practices in Egypt. In doing so, the study is exploring the relation among different factors; Millennials' environmental awareness, their acceptance of green practices and their willingness to pay more for them. Millennials' profile, their preferences and environmental decision-making process are brought under light to stimulate actions of hospitality decision-makers and hoteliers. Bearing in mind that responsible consumerism is depending on understanding the different influences on consumption. The study questionnaire was composed of four sections and it was distributed to random Egyptian travelers' blogs and Facebook groups, with approximately 8000 members. Analysis of variance test (ANOVA) was used to examine the study variables. The findings indicated that Millennials' environmental awareness will not be a significant factor in their acceptance of hotel green practices, as well as, their willingness to pay more for them. However, Millennials' acceptance of the level of hotel green practices will have an impact on their willingness to pay more. Millennials were found to have a noticeable level of environmental awareness but lack commitment to tolerating hotel green practices and their associated high prices.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.3298663Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 159
 Abdel Wahab, R. (2003). Sustainable Development and environmental impact assessment in Egypt: Historical Assessment. The Environmentalist, 23, pp.49-70.
 Attallah, N. and El-Mawardy, G. (2018). The Reciprocal Relationship between Generation Y (Millennials) and creative Tourism with application on Egypt. Journal of Tourism Research, 20, pp. 66 -77.
 Bastawroos, J. (2017). Brand Managers Perspective on Innovative Strategies to attract Millennials, Masters Thesis, Faculty of California State Polytechnic University, Pomona.
 Canela, J. and Navarro, M. (2017). Profile of the consumer who values responsible and smart tourism in the hotel industry. Management Decision, 50(5), pp. 972-988.
 Caroll, J. (2016). Future Trends in the Hospitality Industry: Millennials and Social Media Rule.B2B Marketing & Strategy, (October).
 Central Agency for Public Mobilization and Statistics - Egypt. (CAPMAS, 2016)
 Chen, M.F. and Tung, P.J. (2010). The moderating effect of perceived lack of facilities on consumers’ recycling intentions. Environmental Behaviour, 42 (6), pp. 824–844.
 El Demerdash, J. (2016). Waste Management in Food & Beverage Operations: The Case of Alexandria. Refereed Proceedings of 9th International Conference. Faculty of Tourism & Hotels, Fayoum University.
 ElDemerdash, J. and Mostafa, L. (2013). Exploring Obstacles of Employing Environmental Practices: The Case of Egyptian Green Hotels. Journal of Human resources in Hospitality & Tourism, 12(3), pp.243-258.
 Elfeel, S. (2017). A Comparative Assessment of Green Practices of Certified and Non-Certified Green Hotels in Egypt. Masters Thesis, Department of Hotel Studies. Alexandria University.
 Garikapati, M., Pendyala, M., Morris, A., Mokhtarian, P.L. and McDonald, N. (2016). Activity patterns, time use, and travel of Millennials: a generation in transition. Transport Reviews, 36(5), pp. 558-584.
 Goodwin, H. and Francis, J. (2003). Ethical and responsible tourism: Consumer trends in the UK. Journal of Vacation Marketing, 9(3), 2003, pp. 271–284.
 Green Hotel Association (2010), (online). Available from: http://www.greenhotels.com/pressrel.php#a2 (Accessed 18th December, 2017)
 Hamed, H. (2017). Marketing Destinations to Millennials: Examining the Compatibility between the Destination Marketing Organization Website and the Millennial Tourist Prospects. Journal of Tourism and Recreation, 3(1), pp. 1-20.
 Han, H. and Yoon, H. (2015). Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism. International Journal of Hospitality Management, (45), pp. 22-33.
 Han, H., Hsu, L. and Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, (31), pp. 325-334.
 Han, H., Hsu, L.T. and 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), pp.519-528.
 Harti, U. and Munandar, D. (2017). "Modernity and Lifestyle: Analysis of Generation Y on Creative Industry Product. The Social Sciences, 12(1), pp.160-166.
 Johnson, L., (2017). Millennials Perception of Destination Attractiveness, Masters Thesis, Department of Tourism, Conventions, and Event Management. Indiana University.
 Jung, S., Lee, S. and Dalbor, M. (2016). The negative synergistic effect of internationalization and corporate social responsibility on US restaurant firms’ value performance. International Journal of Contemporary Hospitality Management, 28 (8), pp.1759-1777.
 Kang, K., Stein, L, Heo, C. and Lee, S. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31, pp.564-572.
 Kasim, A. (2008). BESR in the Hotel Sector: A Look at Tourists’ Propensity Towards Environmentally and Socially Friendly Hotel Attributes. International Journal of Hospitality & Tourism Administration, 5(2), 61-83.
 Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26 (6), pp.573-586.
 Li, Y., Fang, S. and Huan, T. (2017). Consumer response to discontinuation of corporate social responsibility activities of hotels. International Journal of Hospitality Management, (64), pp. 41-50.
 Lita, R., Surya, S., Ma’ruf, M. and Syahrul, L. (2014). Green Attitude and Behavior of Local Tourists towards Hotels and Restaurants in West Sumatra, Indonesia. Procedia Environmental Sciences (20), pp. 261- 270.
 Manaktola, K. And Jauhari, V. (2007). Exploring Consumer Attitude and Behavior towards Green Practices in the Lodging Industry in India. International Journal of Contemporary Hospitality Management, 19(5), pp.364-377.
 Mboga, J. (2017). Ethical Sourcing to ensure Sustainability in the Food and Beverage Industry and Eliciting Millennial Perspectives. European Journal of Economic and Financial Research, 2(4), pp.97-117.
 Mostafa, M. (2007). Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, (31), pp.220-229.
 Naumovska, L. (2017). Marketing Communication Strategies for Generation Y – Millennials. Business Management and Strategy, 8(1), pp.123-133.
 Robinot, E. and Giannelloni, J. (2010), "Do hotels' “green” attributes contribute to customer satisfaction?" Journal of Services Marketing. 24 (2), pp.157-169.
 Sloan, P., Legrand, W. And Chen, J. (2009), Sustainability in the Hospitality Industry, Elsevier Publishing, Amsterdam.
 Sziva, I. and Zoltay, R. (2016). How Attractive Can Cultural Landscapes Be for Generation Y? Journal of Tourism, Culture and Territorial Development, 7(14), pp.1-16.
 Tilikidou, I. Delistavrou, A. and Sapountzis, N. (2014). Customers’ Ethical Behaviour towards Hotels. Procedia Economics and Finance, (9), pp. 425 - 432.
 Tsai, C.W. and Tsai, C.P. (2008). Impacts of Consumer Environmental Ethics on Consumer Behaviors in Green Hotels. Journal of Hospitality & Leisure Marketing, 17(3–4), pp. 284, 313.