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

Abstract

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 hospitality practices are gaining prominence as a focal point for both suppliers and consumers, especially with the rising number of international visitors.

Travelers and businesses are increasingly influenced by current trends in sustainable tourism and hospitality, leading to a shift in perspectives on what is necessary for the future and how hotels should operate. This evolution reflects a growing interest in eco-tourism trends and more responsible consumption patterns.

Hotels are now exploring green hospitality practices to balance profitability with environmental and social accountability. These efforts are also linked to enhancing customer satisfaction in hospitality, as today’s guests often consider sustainability a key factor in their loyalty and brand perception.