The influence of green practices and green image on customer satisfaction and word-of-mouth in the hospitality industry

Frame of the research: As sustainability aware consumers represent a substantial market segment, green practices and green positioning are becoming strategic to enhance competitive advantage. Purpose of the paper: This study investigates whether the presence of green practices or a green image in the accommodation sector influences customer satisfaction and eWOM and whether this differs between different accommodation categories. Methodology: The TripAdvisor reviews of 1701 Italian hospitality business were analysed using descriptive and inferential statistics. Results: Accommodation facilities with green practices present high scores in guest satisfaction and eWOM, particularly those with a green image. The differences in customer satisfaction between accommodation types is smaller for businesses with a green image. B&Bs, agritourism facilities, and other accommodation facilities, even those without a green image, can rely on green practices to increase customer satisfaction and eWOM. Research limitations: We considered the use of green features in the name of the accommodation facility as a proxy for sustainability alignment. Customer satisfaction could be affected by other variables. The sub-sample of “green name” companies is limited. The size and age of the accommodation facility could impact the number of reviews. Practical implications: Our results provide valuable insights into the determinants of customer satisfaction and intention to review a green practice and suggest the need to communicate a green orientation. Originality of the study: Our study extends the investigation to different accommodation types; considers the green image of the accommodation facilities rather than green certification; compares customer satisfaction and eWOM with or without a green image by accommodation type

Seniors and technology: can cognitive age and life events explain the gaps?

Purpose of the paper: this paper aims to identify good descriptors of the differences among the elderly, particularly suitable for technology use. Specifically, cognitive age and life events are compared to demographic age. Methodology: a survey was conducted, and three cluster analyses were performed to reach three different segmentations: cohort, cognitive-age and life-event-based segmentations. Findings: the conducted cluster analysis highlights multifaceted consumption trends also in relation to technology, both in the case of using cognitive age as a segmentation criterion and in the case of appealing to events actually lived. Research limits: although alternative segmentation parameters to the chronological age were examined to test their validity, these criteria were used separately, while the analysis of a complex group like Seniors would require a multidimensional approach. Practical implications: our study provides important operational indications to managers who need to understand the different consumption trends and dynamics of the use of technology by elderly consumers in order to define tailor-made offers of products and/or services. Facilitating the use of technology by the elderly has interesting implications in terms of social and economic impact, too. Originality of the paper: although many have highlighted the need to identify effective criteria for the segmentation of such a heterogeneous target in terms of expressed needs, there are currently few studies in this field, especially concerning the use of technology

Does Nationality Matter in Eco-Behaviour?

Although many authors agree on the role of personal values in explaining the main determinants of eco-behaviour, disagreement about the effects of socio-demographic features exists, particularly about the effect of nationality. In an attempt to fill this gap in the literature, this paper contributes to the debate surrounding the main determinants of eco-behaviour, based on a cross-country analysis. To test the role of nationality and personal values in eco-behaviour, a linear regression model involving 353 Chinese and 333 Italian subjects was performed. A stepwise analysis was then conducted to identify the main significant effects. The explorative and stepwise analyses confirmed that nationality is significant when explaining individual eco-behaviour, for both Italian and Chinese people. Moreover, the linear regression model, as a stepwise analysis, showed that regulatory focus and universalism are the main personal values influencing ecological behaviour. Differences emerging from the analysis show significant differences in terms of eco-behaviour and eco-awareness, for the two countries involved in the analysis, that might lead companies to adopt different marketing strategies when promoting eco-products

How DMO Can Measure the Experiences of a Large Territory

This paper aims at providing a methodology for analyzing and measuring the experiences offered by a large territory by investigating online conversation on the “things to do” or in other words the experiences by TripAdvisor platform. Opinions and comments are able to influence the choice of the tourist destination and to raise specific expectations, in order to find corrective measures to be taken to preserve or enhance the interest of a tourist destination. By applying the methodology advanced, Destination Management Organization (DMO) can collect useful information in order to make decisions and take action to protect and/or increase the competitiveness of the destination. The empirical observation, thought the methodology described herein, was applied in the Province of Brescia, Italy, a large territory marked by the presence of different destinations and experiences and Bresciatourism—Visit Brescia, the DMO of this territory, was involved