The impact of sustainability on buyer decision making. Case: hotel industry in Vietnam
Nguyen, Han (2023)
Nguyen, Han
2023
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https://urn.fi/URN:NBN:fi:amk-2023060621846
https://urn.fi/URN:NBN:fi:amk-2023060621846
Tiivistelmä
With the ability to balance needed resources, and to reduce the negative influence of humans on the environment without affecting the basic needs of the future generation, sustainability is a keyword that has been focused on and quickly applied to human life.
This study presents the background knowledge of sustainability in the hotel industry. Moreover, the paper mentions the importance of sustainability in the hotel industry in reducing negative impact on the environment. The research takes Vietnam as a study case for this topic. The thesis paper provides information about sustainability in the hotel industry in Vietnam and factors that impact buyer decision-making. This thesis aims to see the reaction of respondents to sustainability in the hotel industry in Vietnam. Moreover, the author wants to observe which factors affect a buyer's decision when booking a hotel room. Therefore, the study can answer the research question: How sustainability in hotels impacts buyer decision-making in Vietnam?
Quantitative research was conducted; the survey was used as a data collection method and data analysis by quantitative method. The survey targeted Vietnamese of different genders, ages, and backgrounds. There are a total of 40 respondents, and most of them are young people who are from 20 to 29 years old.
As a result, respondents' awareness of environmental protection is positive. Although respondents care about the environment and sustainability, sustainability does not strongly influence buyer decision-making in Vietnam, but locations and price.
This study presents the background knowledge of sustainability in the hotel industry. Moreover, the paper mentions the importance of sustainability in the hotel industry in reducing negative impact on the environment. The research takes Vietnam as a study case for this topic. The thesis paper provides information about sustainability in the hotel industry in Vietnam and factors that impact buyer decision-making. This thesis aims to see the reaction of respondents to sustainability in the hotel industry in Vietnam. Moreover, the author wants to observe which factors affect a buyer's decision when booking a hotel room. Therefore, the study can answer the research question: How sustainability in hotels impacts buyer decision-making in Vietnam?
Quantitative research was conducted; the survey was used as a data collection method and data analysis by quantitative method. The survey targeted Vietnamese of different genders, ages, and backgrounds. There are a total of 40 respondents, and most of them are young people who are from 20 to 29 years old.
As a result, respondents' awareness of environmental protection is positive. Although respondents care about the environment and sustainability, sustainability does not strongly influence buyer decision-making in Vietnam, but locations and price.