The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information

ABSTRACT

This study examined the relationship between German tourists’ trust perceptions and their intention to book a sustainable hotel, pioneering a new quantitative approach to sustainable tourism marketing. Data came from 300 respondents who participated in an online survey. Respondents were given a digital brochure to read containing information about a “fictitious” three-star beach hotel in Portugal, before completing a questionnaire that measured inter alia their intention to book this sustainable hotel. Both individual “general trust” (perception of others’ trustworthiness) and “specific trust” towards the fictitious hotel in the brochure were measured. The survey also evaluated respondents’ perceptions about the usefulness of the information in the brochure. Multiple regression analysis of the data indicated that general trust, trusting the hotel and perceived usefulness of the brochure were positively and significantly related to booking intentions. An interaction between general trust and perceived usefulness was also observed. This means that the higher the perception rate about the brochure's usefulness, the higher general trust was for booking intentions and vice versa. The practical implications of the results suggest that tourists could be motivated to book a hotel if its sustainability attributes and amenities were communicated in a trust inspiring way in marketing material.     

Ethical Decision-Making in Family Firms: The Role of Employee Identification

Journal of Business Ethics - The ethical behavior prevalent in an organization often determines business success or failure. Much research in the business context has scrutinized ethical behavior,...     

Inflation und Schuldenabbau

The European Central Bank (ECB) recently announced its willingness to do whatever is needed to save the euro. This has raised the question whether such a role of the ECB must lead to higher rates of infl ation. Under current recessive macroeconomic conditions in the eurozone, the ECB’s expansionary monetary policy will not lead to higher infl ation. On the contrary, there is a serious danger of defl ation. Higher infl ation would likely occur only if a permanent stabilisation function were assigned to the ECB. Yet historical examples show that mistakes can be made. During the stagnation in Japan, US economists heavily criticised the Bank of Japan’s timid monetary policy response. But in some sense, current Fed policy seems to be a direct copy of that strategy, caused by uncertainty about the proper communication channel. An infl ation tax could help to bring down the mounting public debt in the wake of the fi nancial crisis, but higher wealth taxes have more transparent distributional effects.     

The Contribution of Small and Medium Enterprises to Economic Development in Ukraine and Belarus: Some Policy Perspectives

The paper considers the development of small and medium enterprises (SME) in two transition economies where market reforms have been slow (Ukraine and Belarus), focusing specifically on the role of government in the process. Empirical data from a study on SMEs and economic development in Ukraine, Belarus and Moldova are used to consider the contribution of SMEs to different aspects of transformation whilst data from a second project are used to show the support needs of SMEs.Following the introduction, which summarises the aims and methodology, the second section presents brief profiles of the context for SME development in each country. Part 3 summarises some of the main empirical findings, focusing on those aspects that have potential policy significance, specifically with respect to employment, innovation, and market orientation, whilst the fourth section considers survey evidence of the support needs of SMEs. The final section draws out the main policy implications of the findings, whilst also setting out an agenda designed to increase the contribution of SMEs to economic development in the future.On the whole, the empirical results demonstrate that some SMEs have developed in Belarus and Ukraine despite the actions of governments, although the number of private enterprises per capita remains small and their qualitative characteristics often reflect the difficult operating conditions. As a result, their contribution to economic and social change is less than it could be, mainly due to an unstable environment and an institutional context that has yet to establish the framework conditions for sustainable private sector development. In terms of policy priorities, the survey data suggest that reform of the distorted legal and financial infrastructures that exist in these countries is the highest priority need.