Abstract
The present manuscript intends to analyze the determinants in the purchase decision process and the perception of the green consumer in tourist-hotel contexts in the Côa Region. Vila Nova de Foz Côa is a town of 7,300 people in Alto Douro wine region of Trás-os-Montes e Alto Douro, northern Portugal. Its principal draw for visitors are the sites of prehistoric rock art scattered through the nearby Côa Valley (a UNESCO World Heritage Site), and the museum in town that serves as a portal for understanding them. Therefore, Green marketing has been an important academic research topic for at least three decades, but few studies have focused specifically on green branding and green consumer behavior in tourism and hotel management contexts. Inspired by the model presented by Bigné et al. (2001), who sought to investigate the relationship between the image of tourist-hotel units, the determinants of purchase and the perception of the green consumer, five variables were used in this research: image, quality, satisfaction, recommend and return. In adapting this model, the following variables were used: image of tourist-hotel enterprises, purchase, experience, attachment, satisfaction, recommending and returning. Final considerations and future research paths are discussed.
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This work is financed by national funds through FCT—Foundation for Science and Technology, IP, within the scope of the reference project UIDB/04470/2020.
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Fortes, A., Carvalho, A., Sousa, B. (2023). Determinants of Green Consumer Behavior in Tourism and Hotel Management Contexts: A Study Applied to the Côa Region. In: Abreu, A., Carvalho, J.V., Liberato, D., Galdames, I.S. (eds) Advances in Tourism, Technology and Systems. Smart Innovation, Systems and Technologies, vol 340. Springer, Singapore. https://doi.org/10.1007/978-981-19-9960-4_28
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