Evaluación de las prácticas eco-amigables y su influencia en la decisión de compra de los clientes del sector hotelero de Manta

This research was carried out with the objective of evaluating eco-friendly practices and their influence on the purchase decision of clients in the hotel sector in Manta, for which the development of four phases was specified, methodologically established: first of all, the indicators that make up the study variables were identified by means of a bibliographic review and they were selected through the meta-analysis; as a second item, the current state of these variables was determined by means of an evaluation instrument applied to the managers of the hotel establishments, and another to their clients, later the data were processed using the SPSS software to obtain the Cronbach's alpha reliability coefficient. , and the tabulation and analysis of the results; from the aforementioned, as a third phase, the variables and their indicators were correlated with the application of the Pearson test, both with the data of the hotels and the clients; finally, a proposal for green strategies was developed aimed at contributing to the customer's decision, with the use of the 5w + 1h matrix. The main results established average levels of implementation of green practices in most of the hotels in Manta, and a positive and strong correlation with the purchase decision variable. It is concluded that the hotels studied should focus their efforts on projecting their ecological actions to customers, so that they can perceive them and make their respective choice.

• Autore principale: Cevallos Martínez, Edison Xavier (author)
• Natura: masterThesis
• Lingua: spa
• Pubblicazione: 2021
• Soggetti: Prácticas verdes; Decisión de compra; Sustentabilidad; Sector hotelero; Incidencia; Estrategias de mejora
• Accesso online: http://repositorio.espam.edu.ec/handle/42000/1579