Characteristics of Green Hotels' Potential Customers - A Case of Vietnamese Domestic Tourists
VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
Characteristics of Green Hotels‟ Potential Customers:
A Case of Vietnamese Domestic Tourists
Nguyen Thi Phuong Thao1,*, Bui Thi Quynh Trang2
1Faculty of Tourism and Hospitality, National Economics University,
207 Giai Phong, Hai Ba Trung District, Hanoi, Vietnam
2International School of Management & Economics, National Economics University,
207 Giai Phong, Hai Ba Trung District, Hanoi, Vietnam
Received 03 December 2018
Revised 26 December 2018; Accepted 27 December 2018
Abstract: Despite the fact that the green wave has spread globally over the hotel industry, the
characteristics of an environmentally friendly tourist has not yet been clearly clarified and is still
controversial. Therefore, the objective of this study is to describe the demographics and behavioral
qualities of Vietnamese domestic tourists who are willing patrons in a green hotel. The results
show that the distinguishing characteristics of green travelers seeking green lodging are that they
belong to the young generation, are female, have high educational accomplishment, and have high
levels of participation in daily eco-friendly activities.
Keywords: Green tourist, environmentally friendly, demographic, involvement.
1. Introduction
are
referred
to
as
green
tourists,
environmentally friendly tourists or ecotourists.
As stated by Dolinicar and Matus (2008), green
tourists are a broader concept than ecotourists
[3]. Green travelers behave in tourism general
contexts, whereas ecotourists represent a subset
of green tourists in nature-based tourism.
There have been a number of studies on the
characteristics of green consumers in general as
well as ecotourists who are involved in eco-
tourism, however, the profile of green tourists
in the general tourism context or a particular
sector such as hospitality is not well researched
[4, 5]. Despite the current popularity of green
consumers, the green tourist segment in the
lodging industry and their characteristics, such
as socio-demographic, psychology and so on,
are still quite obscure [1, 4, 6]. These have led
There is a growing concern regarding
preserving our natural environment by ways of
sustainability and eco-friendly practices. The
concept of business sustainability has received
substantial
attention
from
not
only
academicians but also practitioners. More and
more customers demonstrate their ecological
consciousness and preference for green firms
and environmentally friendly products/services
[1]. Those who normally search for goods with
the environment in mind are called green
consumers [2]. In the context of tourism, they
_______
Corresponding author. Tel.: 84-978781945.
Email: [email protected]
1
N.T.P. Thao, B.T.Q. Trang / VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
2
to a lack of knowledge about potential green
travelers who are willing to stay in
environmentally friendly hotels. This
subsequently causes difficulties for hoteliers to
distinguish green tourists from others or to
create marketing campaigns targeting them
specifically.
The purpose of this research, therefore, is to
determine the profile of eco-friendly tourists
who show their willingness to stay in a green
In tourism, the tourist market can be
segmented in a variety of ways, in which the
socio-demographic feature is probably the most
commonly used [9-15]. According to Dolnicar
and Matus (2008), Kotler and Armstrong
(2011), the distinguishing of one type of tourist
from another is determined by four key
categories: sociology (age, gender, education);
psychology (personality, lifestyle, motivation);
geography (origin and destination of the trip);
and, behavior (traveler activities) [3, 8].
Although demographics are the most common
and easiest tool to use, using one of the three
remaining could generate better results (16, 17).
However, it is unfortunate that the studies of
tourist segmentation in the hospitality sector in
any of the categories have been incomplete [1,
6]. Attempts to understand demographics, other
psychological and behavioral characteristics of
tourists are not sufficient to completely describe
their profile.
hotel,
based
on
their
demographic,
psychographic and behavioral characteristics.
The result of the study is expected not only to
fill in the theoretical gap related to the
characteristics of eco-friendly tourists, but also
to provide hotel managers with a description of
prospective clients that can be used as a market
segmentation tool and to directly contribute to
their marketing process.
2. Literature review
2.2. Involvement - Behavioral characteristics
2.1. Market segmentation in tourism and
hospitality
The theory of involvement was primarily
introduced by Sherif and Cantril (1947) and
was applied in marketing for segmentation
purposes and explaining consumer behavior in
decision-making [18, 19]. Involvement is
described as the relevance degree of something
that is perceived by each person based on their
individual characteristics such as needs, values
and preferences [20]. Indeed, as stated by Lee
and Lou (1995), the involvement of consumers
with a product depends on their assessment of
how important the product is [21]. Basically,
someone will never buy or use a product or
service that is completely useless for them.
Conversely, if these goods are very valuable or
help them reach a certain goal, consumption is
inevitable. Applying this argument in this
study, an environmentally friendly hotel room
is considered important to a traveler when it is
well-matched with his/her interests, needs,
goals or beliefs, and subsequently the level of
involvement with this room will be high.
Market segmentation is defined as a
strategy that divides a large and heterogeneous
market into smaller and more homogenous ones
[7, 8]. The purpose of this process is to group
individuals
based
on
their
similar
characteristics, so that the company can shape
their products and services in an appropriate
and effective way to meet the needs of this
group. In other words, it helps the business
answer questions about the target customers
they will serve. Like other business arenas, it is
also crucial for lodging corporations to segment
and identify those tourist clusters that are most
attracted and willing to consume their services
instead of those of other competitors. Besides
that, in the context of increasing competition,
various new types of hotels and services have
been born. Accommodation businesses that
operate in a niche market like green hotels must
have a sense of positioning their products and
create appropriate marketing campaigns to
attract the most suitable travelers [5].
Among several involvement forms, one
frequently discussed is enduring involvement.
N.T.P. Thao, B.T.Q. Trang / VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
3
Enduring involvement arises in cases where the
knowledge and expertise of the consumer is of a
high level [21]. Take tourists who are high
involved in environmental caring for example.
For tourists who regularly carry out
environmental protection activities in their daily
lives (such as recycling, use of energy-saving
equipment), their involvement with eco-friendly
hotels‟ rooms would be high, since they are
familiar with these activities, and have certain
knowledge of the attributes of green hotel
rooms. The research by Amendah and Park
(2008) points out that holiday makers who are
more engaged with the environment are willing
to pay more to travel to an environmentally
friendly destination [22]. Accordingly, the higher
the level of enduring involvement, determined by
the tourist‟s involvement with environmental
protection at home, theoretically, the greater the
significance of a green hotel room.
individuals [29], but also are likely to possess
environmental awareness and environmentally
friendly consumption intentions [30, 31].
Although many studies have confirmed the
significant role of age in the process of
decision-making and purchasing behavior
[32-34], the impact of age on green consumers‟
behavior is not consistent. Findings from earlier
researches reveal that eco-friendly tourists tend
to be middle-aged [35, 36]. On the other hand,
some researches indicate that young people are
more likely to be involved in green
consumption. The reason given is that the
younger generation have superior capacities to
search and process information, so their
knowledge about green products‟ attributes and
their consumption will be better [34, 37].
The relationship between education, income
and purchasing behavior are also identified in
the literature [33, 34, 38]. Individuals with
higher education and incomes tend to be more
environmentally conscious and enthusiastically
intent on buying green products [39, 40]. In
summary, green tourists probably have specific
demographic characteristics. They are likely to
be women, younger, more highly-educated and
earn more money than the average.
2.3. Green tourists personal characteristics
A green consumer is someone whose
decision-making process of buying something
is affected by environmental concerns [2, 23].
They are typically “female, pre-middle aged,
with a high level of education (have finished
high school) and of above average
socioeconomic status” [24, p.504]. Thus, green
tourists normally have a strong environmental
attitude and behave in an environmentally
friendly manner when on vacation. As stated by
Dolnicar (2004), socio-demographic and
behavioral characteristics are inherent to
environmentally caring tourists [25]. Besides
that, attitudes towards environment and
willingness to pay more for green
accommodation also distinguish eco-friendly
tourists from typical tourists [26].
Thus, the theoretical framework and five
hypotheses are proposed below:
According to social theory, since women
and men are socialized in a different way, their
roles and behaviors in society are diverse [27].
Moreover, it is suggested in the consumer
behavior literature that gender also affects
consumer behavior and trends. Women not only
show greater consciousness about the welfare of
others [28], or the relationship between
Figure 1. Theoretical framework.
N.T.P. Thao, B.T.Q. Trang / VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
4
popular green hotel attributes. The items were
adopted from previous qualitative research [41].
The level of preference for the attributes was
rated using a 5-point Likert scale (1 = very
unfavorable, 3 = neutral, and 5 = very
favorable). The latter section asked participants
about their socio-demographic characteristics
(for instance age, gender, education level,
income). The respondents were also asked how
many green activities they performed at home
which determined their involvement - green
behavioral characteristics. They could select
from a list of five activities (waste sorting,
reuse and recycling activities, use of energy
efficient equipment, use of low-flow water
fixtures, and buying organic groceries) or they
could write down other answers.
H1: Females have a higher preference for
green hotels.
H2: Young tourists have a higher preference
for green hotels.
H3: Highly-educated tourists have a higher
preference for green hotels.
H4: Tourists who have a higher salary would
have a higher preference for green hotels.
H5: Preference for green hotels is positively
influenced by
a
tourist‟s demographic
characteristics and their involvement with
environmental protection.
3. Methodology
Since this study focus on domestic travelers
- clarified by UNWTO as a resident traveling in
their own country, in this case Vietnam, the
questionnaire was delivered directly and
randomly to participant respondents at several
tourist attractions in Hanoi in July 2018. The
distribution at Hanoi‟s attractions is aimed at
expanding the origin of the respondents, thus
ensuring the overall representation of domestic
tourists in Vietnam. The sampling frame for
this study was environmentally friendly tourists
who were willing to stay in a green hotel and
who had had recent experience using hotel
services in the last 12 months. The process of
data collection took place in two phases. The
author firstly introduced the research goal and
explained specialized terms such as “hotels”.
Since the concept of a green hotel is novel in
Vietnam and not all participants are experts in
the hospitality field, this step attempted to
eliminate all possible misunderstandings. The
respondents were then asked whether they have
stayed in a hotel recently and of their
willingness to stay in a green hotel. If the
answer was yes, then they were requested to fill
in the survey form and return it to the
investigator right after they were finished.
4. Finding and discussion
4.1.Demographic characteristics
After eliminating unqualified questionnaires
that were either incomplete or chose only one
answer, 230 responses were retained for
analysis. From Table 1, we can see that in the
total of 230 domestic tourists who were willing
to stay at a green hotel, over half were female
(53.9%). The majority was of working age.
33.5% and 27.8% of respondents were aged
between 25-40 and 41-60 years old
respectively. An overwhelming number of
people (63%) had graduated, of which 13.9%
had postgraduate certification. Respondents‟
incomes were mostly 5-10 million VND per
month (31.7%).
It can be initially concluded that green hotel
potential customers are women, of pre-middle
age, who have obtained a university degree and
who earn a monthly income from 5 to 10
million VND. However, the question is whether
there is a difference in preference for green
hotels among individuals with different
demographic characteristics (for example:
males versus females, young persons and older
persons…). Therefore, a general linear model
was used that aims at testing the simultaneous
The structured questionnaire consisted of
two main sections. The survey started with the
assessment of respondents‟ preference for 21
N.T.P. Thao, B.T.Q. Trang / VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
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effect of all characteristics, rather than using
ANOVA analysis for each. The result indicated
in Table 2 shows that there is no difference in
preferences between individuals who have
dissimilar income levels (sig = 0.074). The
other three factors (age, gender and education
level) have an impact on personal preference
for green hotel properties. The influence of the
level of education, in particular, seems
less important.
Indeed, the preferences for environmentally
friendly attributes in hotels for males and
females, in different age groups and at different
education levels are not the same (Table 3).
Green hotels are more accepted by women. The
average preference rated by females for this
type of hotel is 3.7, which is 0.3 higher than
that of men. Moreover, the younger and more
educated tourists are, the higher their preference
for green hotel attributes. Indeed, the level of
preference for green hotels of young tourists,
aged between 18 and 40, is higher than both the
middle-aged group and the elderly. Visitors
who have obtained college and university
degrees have a similar preference, which is
higher than that of high school graduates, but
lower than those with a post graduate degree.
Thus, among the four hypotheses about
individual characteristics, the first three
hypotheses 01, 02, and 03 are confirmed by the
study. There is not enough evidence to confirm
hypothesis 04.
These socio-demographic features are
similar to findings from previous research [31,
34, 40]. So, hotels that have already applied or
will apply environmentally friendly methods
and use them as a distinctive feature of their
business strategy, need to position their target
customers who have a demographic profile as
follows: female, young (aged 18-40) and
highly educated.
Table 1. Demographic profile of travelers
Number Percent
Age
18-24
25-40
41-60
Above 60
47
77
64
42
20.4
33.5
27.8
18.3
100
Total
230
Gender
Female
Male
124
53.9
106
230
39
46.1
100
Total
Education Level High school
17.0
College
46
20.0
49.1
Bachelors
Post Graduate
Total
113
32
13.9
100
6.1
230
14
Income
Below 1.5 million VND
1.5 -< 3.5 million VND
3.5 -< 5 million VND
5 -< 10 million VND
10 -< 20 million VND
20 million VND or higher
Total
37
46
73
52
8
16.1
20.0
31.7
22.6
3.5
230
100
Source: The authors
N.T.P. Thao, B.T.Q. Trang / VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
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Table 2. Effect of demographic characteristics on green hotel preference
Tests of Between-Subjects Effects
Dependent Variable: Preference
Type III Sum of
Source
Corrected Model
Intercept
Age
Gender
Education Level
Income
Age * Gender
Age * Education Level
Age * Income
Gender * Education Level
Gender * Income
Education Level * Income
Age * Gender * Education
Level
Age * Gender * Income
Age * Education Level *
Income
Squares
92.500a
1069.809
5.243
2.936
2.468
2.897
2.443
2.664
4.896
.286
df
92
1
3
1
3
5
3
9
Mean Square
1.005
1069.809
1.748
2.936
.823
.579
.814
.296
.445
F
Sig.
3.578
3807.178
6.220
10.449
2.928
2.062
2.898
1.053
1.584
.340
.000
.000
.001
.002
.036
.074
.037
.401
.110
.797
.682
.028
11
3
5
.095
.175
.542
.877
7.585
.624
1.928
14
4.949
3.759
7.721
6
.825
.627
.702
2.935
2.230
2.498
.010
.044
.007
6
11
Gender * Education Level *
Income
Age * Gender * Education
Level * Income
Error
Total
Corrected Total
1.346
.000
6
0
.224
.799
.
.573
.
.
38.497
3040.231
130.997
137
230
229
.281
a. R Squared = .706 (Adjusted R Squared = .509)
Source: The authors
Table 3. Difference in green hotel preference (Demographic effect)
1. Gender
Dependent Variable: Preference
95% Confidence Interval
Gender
Female
Male
Mean
3.714
3.426
Std. Error Lower Bound
Upper Bound
3.860
3.582
.074
.079
3.569
3.271
2. Age
Dependent Variable: Preference
95% Confidence Interval
Age
Mean
Std. Error Lower Bound
Upper Bound
4.105
4.065
3.648
3.271
18 - 24
25 - 40
41 - 60
3.890
3.889
3.460
.109
.089
.096
.116
3.675
3.713
3.271
2.816
Above 60 3.044
N.T.P. Thao, B.T.Q. Trang / VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
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3. Education Level
Dependent Variable: Preference
95% Confidence Interval
Education Level Mean
Std. Error Lower Bound
Upper Bound
3.566
3.807
3.735
3.996
High school
College
3.347
3.598
3.589
3.748
.111
.106
.074
.126
3.127
3.390
3.443
3.499
Bachelors
Post Graduate
Source: The authors
4.2. Involvement in green activities
recycling activities (57.8%). On the other hand,
the least responsive activities were using low-
flow water devices (36.1%) and waste sorting
(41.7%). Interestingly, some people also wrote
about other ways to protect the environment
that they perform day-to-day, such as using
public transport, not using plastic bags, or
cleaning up the environment.
As can be seen in Table 4, only five of the
respondents (2.2%) did not show any signs of
environmental protection. Meanwhile, four
participants (1.7%) have been involved in all
five environmentally friendly activities that
were listed in the questionnaire. The most
widespread daily pursuits were using energy
efficient equipment (61.3%) and reuse and
Table 4. Tourists‟ involvement in environmentally friendly activities
Number of activities Frequency
Percent
Cumulative Percent
0
5
2.2
2.2
1
2
3
4
34
82
79
26
4
14.8
35.7
34.3
11.3
1.7
17.0
52.6
87.0
98.3
100.0
5
Total
230
100.0
Number
96
Percent
41.7
Waste Sorting
Reuse and Recycle activities
Use Energy Efficient Equipment
Use Low-flow Water Fixtures
Buy Organic Groceries
133
141
83
57.8
61.3
36.1
46.1
106
Source: The authors
Table 5. The correlation between tourists‟ involvement in environmentally friendly activities
and preference for green hotels‟ attributes
Preference Involvement
Preference
Pearson Correlation
Sig. (2-tailed)
N
1
.240**
.000
230
1
230
Involvement Pearson Correlation
.240**
.000
230
Sig. (2-tailed)
N
230
** Correlation is significant at the 0.01 level (2-tailed).
Source: The authors
N.T.P. Thao, B.T.Q. Trang / VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
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;
Furthermore, the study has confirmed the
by one unit, their favor with eco-friendly hotels
raises by 0.170 units. Although there is a lower
level of significance, the impact of gender and
education level is still recognized. The level of
interest is positively relative to the educational
level and is higher if the tourist is female.
The R-square value of the model was 0.299,
that is, only 29.9% of the change in green
hotels‟ preference was explained by
demographic and behavioral variables. This is
also quite reasonable, because the level of
interest or choice of a green hotel theoretically
depends on many other factors such as tourist
motivations, social institutions and so on.
Thus, through the research results, we can
confirm that the preference of using green hotel
services by domestic tourists is affected by
demographic factors and behavior. Particularly
the most influential factors are age and
enduring involvement. The younger the
traveler, and the more active the environmental
responses are, the more likely accommodation
seekers are to appreciate and choose green
hotels while traveling. In addition, the level of
preference for green attributes in a hotel
depends on several other demographic
characteristics such as gender and education.
relationship between enduring involvement and
green hotels‟ preference, in theory (Table 5).
The correlation between involvement and
preference is positive and statistically
significant (sig = 0.000). In other words, if
environmentally friendly activities are more
familiar to a tourist, the level of preference for
green hotels‟ attributes will be higher.
4.3. The impact of demographic and behavioral
characteristics on hotel guests’ preferences
Finally, hypothesis 05 is proven through the
results of the regression of the influence of
demographic and behavioral characteristics
which are shown in Table 6. Accordingly, the
demographic features (including age, gender,
and education level) and the involvement of
tourists with environmental protection activities
have a substantial effect on the level of
preference for the green attributes in hotels. In
particular, the effect of age and involvement
were most significant at a 0.5% level. As the
age of tourists increase by one unit, their
interest in green hotels drops by 0.329 units. At
the same time, if the level of participation in
environmentally friendly activities is increased
Table 6. The impact of demographic and behavioral characteristics on hotel guests‟ preferences
Model Summary
Model
1
R
R Square Adjusted R Square
Std. Error of the Estimate
.6387
.547a .299
.287
a. Predictors: (Constant), Involvement, Age, EducationLevel, Gender
Coefficientsa
Unstandardized
Coefficients
Standardized
Coefficients
Model
(Constant)
B
Std. Error Beta
t
Sig.
1
3.772
-.329
-.217
.185
.042
.087
.046
.043
20.438 .000
-7.795 .000***
-2.502 .013*
2.296
3.931
Age
Gender
Education Level .105
Involvement .170
-.440
-.143
.129
.225
.023*
.000***
a. Dependent Variable: Preference
Source: The author
S
N.T.P. Thao, B.T.Q. Trang / VNU Journal of Science: Economics and Business, Vol. 34, No. 5E (2018) 1-11
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Probably, with the recent raising of
environmental issues, along with community
media that has had a positive impact, people's
perceptions and behaviors have changed, not
just in their daily lives, but even when
they travel.
potential customers. Specially in the context of
Vietnamese domestic tourists, this research
provides a case study for those developing
countries who are experiencing significant
pressure to respond to environmental problems.
Furthermore, this research also makes a
remarkable contribution in terms of practicality.
It enables green hotel managers to narrow down
their market to find those travelers who are
interested in their products. Rather than
targeting mass tourists, green hotels should
focus on the younger generation who are
women, and who are highly educated visitors.
In particular, attention should be paid to the
environmental protection activities that visitors
perform daily, in order to improve their level of
interest. Identifying different segments, in turn,
enables targeted marketing strategies.
Although this research was the foundation,
there is plenty of room for the characteristics of
eco-friendly visitors to be explored. Future
research could further explore other factors,
such as psychographic characteristics and
motivation, to understand how they impact on a
guest‟s decision to stay in a green hotel.
Another area of inquiry would be to study
different types of respondents, for example,
comparing domestic and inbound tourists and
business versus leisure travelers.
5. Conclusion and implications
Differentiating products or attracting new
and different segments are frequently suggested
for the survival of hotel managers in the
competitive hotel market today [5]. Moreover,
more and more lodging establishments have
incorporated green practices into their
operations as a response to the increase in the
number of environmentally concerned tourists
[42]. With the purpose of building a profile of
potential green hotel customers, the research
intensively investigated the effect of personal
demography and behavior on the preference of
tourists for the environmentally friendly
attributes adopted in the green hotels.
The results reveal that socio-demographics
(age, gender and education level) and
involvement with green practices in daily life
are the distinguishing characteristics of
Vietnamese green domestic tourists. Indeed,
environmentally friendly hotel guests tend to be
young
and
highly
educated
women.
Additionally, the evidence about behavioral
characteristics (involvement) also supports
hotel marketers targeting these customers.
Tourists who have a high level of enduring
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