THE EFFECT OF SUSTAINABLE PRACTICES ON CUSTOMER ATTITUDE: A STUDY OF SUSTAINABLE HOSPITALITY OPERATIONS

As the 21st century progresses, the pressure to be economically, socially, and environmentally responsible increases, and sustainability becomes one of the most essential challenges for hoteliers (UN Conference, 1992). Sustainable business practices are becoming more of a focal point for both suppliers and consumers as the number of international visitors continues to rise. Travelers and businesses are shifting their perspectives on what is necessary in the future and the roles hotels should play in meeting those needs. The hotels are not intended to be tourist destinations. In contrast, visitors choose to stay in hotels because they provide comfortable accommodations and are conveniently located near the sights and activities they came to see. Thus, hotel owners must engage in environmentally friendly procedures in order to ensure their establishments remain open. This study examines how sustainable hospitality practices affect consumer happiness, loyalty, and willingness to choose destinations and places. The study explored that the eco-friendly practices in the hospitality industry increase customer happiness, the willingness to pay a premium for sustainable goods and services and the sustainable hospitality supply chain management boost consumer happiness. The research study established the association between activities in the social dimension and customer loyalty.