Which hotel guest segments reuse towels? Selling sustainable tourism services through target marketing
研究了斯洛文尼亚一家四星级酒店204组客人的实际毛巾使用数据，发现客人的国籍、预订方式、商务出行和非家庭身份能预测毛巾重复使用行为，为酒店通过目标营销减少环境足迹提供依据。
This paper reviews and evaluates the wide range of supply and demand side measures employed and tested to reduce the environmental impacts of tourist accommodation. It focuses on the importance of understanding market segments and their pro-environmental behaviour by exploring the personal and travel characteristics significantly associated with pro-environment beneficial change, empirically investigating hotel guest characteristics associated with higher towel reuse. Towel use per day, per room, is modelled according to the number of adults in the room, the number of children, and the type and origins of guests. Observed actual towel use by 204 travel parties spending 480 nights in a four-star hotel in Slovenia reveals key personal and travel characteristics of hotel guests which are predictive of towel reuse: their country of origin, booking methods used, being a business traveller and not being a family. Results point to a-priori market segments which could be given booking preference in periods of high demand to reduce hotel environmental footprints. Results also point to promising leverage points for interventions designed to modify the behaviour of hotel guests on site. The approach and methodology used could be applied to marketing pro-environmental concepts more widely across other sustainable initiatives.