...managers are determined to apply green practices that save water, save energy, and reduce solid waste, while also helping cut costs, and educating guests on ways to help conserve the earth’s resources. Since the introduction of green management into hospitality practices began in the 1990s, there have been dozens of studies dedicated to green management and its influence on corporate social responsibility, green hotels, green consumerism, and socially conscious consumers, (Lee et al., 2010). However, research focused directly on the perception of green hotels from the viewpoints of hotel guests, and how it influences the guest’s image of the hotel and customer loyalty. Thus, Lee, Hsu, Han and Kim (2010) focused on researching the development of a green hotel image, the influence on behavioral intentions, and strategies to develop a strong corporate image for a green hotel. Situational Analysis ‘Going Green’ has evolved past the voluntary stages where companies could pick and choose a few practices to earn an innovative reputation from their consumers. Utilizing green practices has now become a competitive advantage and being a leader in green development means applying green practices before it becomes a regulation. Organizations that stay...
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