Green Practices and Hotel Choice Decisions among Customers of Star-Rated Hotels in Nairobi, Kenya
DOI:
https://doi.org/10.53819/81018102t7083Abstract
The increasing emphasis on environmental sustainability has significantly reshaped customer expectations and competitive dynamics within the hospitality industry, particularly among star-rated hotels. This study examined the relationship between green practices and customers’ hotel choice decisions in star-rated hotels in Nairobi, Kenya. Guided by the Theory of Planned Behavior, the study adopted a quantitative cross-sectional design and collected primary data from hotel customers using structured questionnaires. Data were analyzed using descriptive statistics, Pearson correlation, and simple linear regression techniques. The findings indicate strong customer agreement that green practices, specifically energy efficiency, waste management, sustainable sourcing, and environmentally friendly technologies, positively influence trust, satisfaction, and preference in hotel selection. Correlation analysis revealed a strong and statistically significant positive relationship between green practices and hotel choice (r = 0.782, p < 0.01). Regression results further showed that green practices significantly predict hotel choice decisions, accounting for 61.2 percent of the variance in customers’ selection behavior (R² = 0.612). Qualitative insights from key informant interviews with hotel managers corroborated the quantitative findings, underscoring sustainability as a decisive factor in attracting and retaining environmentally conscious guests. The study concludes that green practices are a critical determinant of hotel choice within the star-rated hotel segment and recommends their strategic integration and effective communication to enhance competitiveness and customer loyalty in the hospitality sector.
Keywords: Green practices, hotel choice, environmental sustainability, star-rated hotels, hospitality industry
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