Gandy, Yudistra Rahindha (2021) THE EFFECT OF GREEN ATTITUDE TOWARDS THE BEHAVIOR OF LOCAL TOURISTS ON GREEN HOTELS CONCEPT YEAR 2020-2021. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Text (Yudistra Rahindha Gandy)
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Abstract
The deteriorating condition of the earth causing the green practices in various industries such as the hospitality industry becomes prominent. Implementing the green practices not only positively contributes to the well-being of the earth, it also attracts the consumers, especially for those who are aware in regards to the issues of the environment. Greenhost Boutique Hotel Prawirotaman becomes a prime example of the hotel that implements the green practices in Yogyakarta’s hospitality industry. This research would like to identify the effect of attitude that the consumers have towards the green behavior to the overall image and the behavioral intentions such as visit intention, word-of-mouth intention and willingness to pay more to stay at a green hotel. Based on the results and conclusion in this research, it is inferred that the attitude that the consumers have towards the green behavior has a positive relationship towards the overall image of the hotel and the behavioral intentions respectively. Moreover, the image that the consumers have towards Greenhost Boutique Hotel Prawirotaman also has a positive relationship towards the behavioral intentions of the consumers. Therefore, the findings imply that Greenhost Boutique Hotel Prawirotaman is able to improve the behavioral intentions of the consumers in this industry through enhancing their overall image by creating a campaign or advertisement that expresses their value and commitment towards the environment.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Green Marketing, Green Attitude, Overall Image, Behavioral Intentions. |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor 6 uajy |
| Date Deposited: | 17 Dec 2021 08:53 |
| Last Modified: | 17 Dec 2021 08:53 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/26047 |
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