ภาพลักษณ์ของโรงแรมและความคาดหวังของผู้บริโภคเจเนอเรชั่นวายที่มีต่อโรงแรมสีเขียวกรณีศึกษาผู้ที่ศึกษาในระดับบัณฑิตศึกษา

This qualitative research aimed to study the image of green hotels from the perspective of Generation Y consumers and to study the expectations of Generation Y consumers towards green hotels. The population of this study were Gen Y Thai consumers who were born between 1981 - 1996. Purposive sampling was used for the sampling selection. The data was collected by interviewing 23 graduate students at a university as a sample group. The data was collected by interviewing 23 informants. The data was analyzed using thematic analysis to find the conclusion. The research can be concluded that the image of green hotels from the perspective of Gen Y Consumers can be divided into 5 areas: a) a conserved and saved energy green hotels; b) a conserved resources green hotel; c) a reduced operation costs green hotels; d) green hotels consider their impacts on the environment; and e) green hotels have natural areas. For the study of Gen Y consumers' expectations of green hotels found that Gen Y consumers expect the green hotels to operate in 8 areas, including: a) using products that support conservation and are environmentally friendly; b) providing communicating guidelines for conserving energy and hotel resources; c) providing natural areas within the hotel; d) providing services with international standards; e) providing beautiful and standardized rooms; g) serving clean and hygienic food and fruits; f) charging reasonable prices; and g) contributing to social and local development in conserving resources and energy. The findings on both issues can be used as a guideline for green hotel to consider for an image creating that attract the Gen Y market to motivate them staying at the hotel. Also, the research results may be useful for the management to develop and improve hotel policies or services to meet consumer expectations.

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