الفهرس 
CHAPTER ONE: INTRODUCTIONOnly 14 pages are availabe for public view
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Abstract
Adoption of green marketing practices is crucial for hotels in order to remain competitive and profitable. This study aimed at exploring the guest perception of adopting green marketing practices by hotels. There is need for proper guidelines from the government to facilitate and enforce green marketing practices by hotels.
A questionnaire was carried out covering sample of the guests in Cairo, Sharm El-shiekh and Hurghada (five and four) star hotels. There are 20 hotels (four and five) in Hurghada, 22 in Sharm El-shiekh and 17 in Cairo. A selected sample size chosen is 332 guests. Stratified random sampling method was used on a sampling comprising of 332 randomly selected voluntary respondents.
Data collected from a study have been tabulated and analyzed using SPSS 20 statistical package. For testing validity and reliability of questionnaire statement, Cronbach’s alpha coefficient was calculated. The researcher used Kolmogrov-Smirnove test to test the normality of distribution. Distribution of data for all key variables was not normally distributed as p value was less than 0.05, so the data collected from the sample was non-normal, so the researcher used non-parametric tests to analyze collected data such as chi-square, Mann-whitny and kruskal-wallis chi-squaire and Spearman’s tests to analyze the validity of the hypothesis of the research.
The main results of the study were, the levels of green marketing procedures applied in hotels have low levels with 95% confidence interval for means, there are no statistical significant differences between age categories of guest with regard to adoption of green marketing at hotels, there are significant differences between guest nationalities with regard to adoption of green marketing at hotels, there are statistical significant correlation between green marketing mix (product, price, promotion and place) strategies, guest satisfaction and guest loyalty of hotels adopting green marketing procedures, there is significant difference between Arabs and Foreigners with regard to adoption of green marketing at hotels.
On the other hand, there are no significant differences between Egyptians and Arabs and between Egyptians and Foreigners with regard to adoption of green marketing at hotels. Finally, the researcher suggested a framework explains the relationship between the four research constructs, green marketing practices, customer satisfaction, loyalty and guest perception with the hotel’s performance.
5.1 Directions for future research:
This research shed some light on guests’ perceptions towards green marketing practices at hotel. This study suggests that future studies can be carried out in the following directions:
• This study adopted a quantitative survey to collect data. It is recommended that future studies utilize a qualitative approach to produce more in-depth findings. For example, interviews with customers. In-depth interviews with hotel managers are also recommended in order to gauge their willingness to change practices based on customer feedback.
• The implementation of hotels’ environmentally friendly practices involves a lot of money, but customers’ acceptable price range is still unclear. Green economic practice is important for future studies to investigate the financial costs and benefits for implementing green practices, and to identify customers’ attitudes towards the corresponding price changes, so that the hotels would be able to provide more accurate and mutual-beneficial green products and services.
• The adoption of environmentally friendly practices by hotels has implications for customers and management. This study mainly concentrated on the customer side, and opportunity lies in conducting research on the management side, of the implementation of environmentally friendly practices by hotels.
• Another significant dimension that should be further investigated in future research is that the role of Governmental Authorities and NGOs that could encourage hotels to adopt green practices.
5.2 Recommendations
The following recommendations are offered for the related research in the field of hospitality industry:
First: Recommendations to Hotel Management:
1. Hotel managers should employ energy saving measures, use environmentally friendly materials
2. The hotels can be recommended to adopt green practices in the departments that were under study. The hotels should adopt energy and water conservation programs which are cheaper to implement. These practices include water harvesting during the rainy season and encouraging switching off electrical gadgets which will not be in use.
3. Hoteliers should come forward with an approach to communicate the message of green practices with their guests. For example, they could start with campaigns about green programs. They could highlight more on the benefits and advantages that people can achieve if they support the initiatives and practices.
4. In terms of pricing, the price premium should be set at below 10%, as this is the level that most of the consumers are ready to accept.
6. Hotel management should pay attention to the physical environment and landscape design of hotels.
7. Employee awareness is an important drive in establishing the relationship of adopting green marketing and guests’ perceptions. Hence green goals can be made department specific focusing on their interests and needs. This gives the employees opportunities to give their contributions and ideas and at the same time encourage participation. The use of modern waste management techniques can also be utilized in these hotels which include re-cycling, re-use and transformation.
Second: Recommendations to government agencies:
1. Ministry of Tourism and Antiquities should form a standard framework of the required Green Marketing practices.
2. The government should institute support to promote green practices in the hotel sector in Egypt.