WHERE IS THE VALUE IN GREENING YOUR BRAND? AN ANALYSIS OF THE CANADIAN HOTEL INDUSTRY

Author: 
Peer reviewed: 
No, item is not peer reviewed.
Date created: 
2009
Keywords: 
Canadian hotel industry
green consumer
green advantage
consumer
eco-efficiencies
new market space
green consumer segmentation
MBA
Abstract: 

This paper assesses the potential for a green hotel brand in the Canadian market, given the current industry trend towards environmentally friendly operations. To begin, an industry analysis of the competitive landscape is performed with a focus on the luxury hotel segment. A discussion of the key players in the Canadian market provides further context. The paper continues by analyzing the consumer decision process within the hotel industry, in conjunction with green consumer behaviour. Finally, given the financial benefits of eco-efficiencies within the hotel industry, it is shown that the creation of a green hotel brand will enable companies to maintain a competitive advantage, as environmentally friendly business becomes the norm.

Description: 

Research Project (M.B.A.) - Simon Fraser University

Language: 
English
Document type: 
Thesis
Senior supervisor: 
Michael Parent
Department: 
Beedie School of Business-Segal Graduate School
Statistics: