| Author: | Abdullah |
| Title: | Comparing perspectives of generation Z and millennials towards hospitality green marketing in social media |
| Advisors: | Chan, Eric (SHTM) |
| Degree: | M.Sc. |
| Year: | 2021 |
| Subject: | Hospitality industry -- Marketing Generation Z -- Attitudes Social media -- Influence Generations Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | v, 68 pages : illustrations |
| Language: | English |
| Abstract: | Incredible technological development in the recent past has greatly influenced the life of a common man. Modern day internet facilities heavily reshaped human lifestyle and many people depend upon internet while searching or purchasing a product or a service. Social media is one of the important aspects of internet and vital source of social engagements. Many brands and companies utilize social media for their marketing campaigns and image building. This study is focused on hospitality green marketing performed via social media. Gen-Z and Millennials are deeply connected to social media and the study is about knowing and comparing their general perceptions about green marketing performed via social media. In literature Gen-Z is less researched in this regard and due to their potential importance in near future they should be studied extensively. This studied applied quantitative approach and data was obtained from Gen-Z and Millennials through survey. Hypotheses were derived from extended model of TPB (Theory of Planned Behavior). For the comparison of general perceptions of Gen-Z and Millennials towards hospitality green marketing via social media, independent samples t-tests and one-way analysis of variance (ANOVA) were carried out to compare the mean scores, while hypothesis was tested by using multiple linear regression analysis. This study found that Millennials have better perceptions towards hospitality green products and services marketed via social media and also proved that online users’ engagement in social media is extremely important for the adaptation of hospitality green products and services. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6908.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 722.97 kB | Adobe PDF | View/Open |
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