ÉRTÉK-E ZÖLDNEK LENNI? ZÖLD SZÁLLODÁK ÉS VENDÉGEIK

Abstract

Nowadays both for the supply and the demand side in tourism the conception of green value system is more
and more important. It becomes a criterion of choosing accommodations for more and more guests that how
they could adapt to their green values during their travel. In the Hungarian hotel market the concept of green
hotels also has been in focus over the last few decades. Some researchers highlight that there are also
differences in terms of green consumer values. The aim of our research is to identify the „green” features as
value components of the green hotels and to reveal the differences in the importance of these elements,
referring to the feedbacks of former customers visiting. Our primary research contains a qualitative analysis
of customer feedback based on the database of szallas.hu along our developed framework. Analysing
consumer preferences, our aim is to chart and identify the values related to green hotels. The finding shows
that green values need to be clarified in order to understand how Hungarian customers consider green values
(by giving their own meanings to these) and also to express the need for a wider spectrum of social
education of green values.