Advanced Statistics

RESEARCH METHODOLOGY 1

BM6043 ADVANCED STATISTICS

SHATESH KUMAR CHANDRAHASAN

MB1412216T

ENCIK ROSLE @ AWANG BIN MOHIDIN

FACULTI OF ACCOUNTING, ECONOMICS AND BUSINESS

UNIVERSITI MALAYSIA SABAH

2014

Managing green marketing: Hong Kong hotel managers’ perspective

Eric S.W. Chan

International Journal of Hospitality Management 34 (2013) 442-461

        Chan (2013) has come up with a novel study that emphasizes on the green marketing in the perspective of hotel managers.  Chan (2013) has highlighted that most of the past research on the green marketing and managers’ perspective has been conducted in the automobile industry and manufacturing company such as cosmetics and toiletries.  The author has also reasoned out that the studies on the hotel managers’ perceptions of green marketing strategies are very few and needed to be addressed as the decisions made by top managers is a vital indicator for hotel performance. The aim of this study is to examine what hotel managers consider important green marketing strategies and suggest possible green marketing strategies to hotel marketers.

The primary question that Chan (2013) has arouse is what hotel managers consider important green marketing strategies? The variable used in the articles are statement on green marketing (dependent variables) and hotel and individual-manager demographic (independent variables). The dependent variables are operationalized by using 5-point Likert scale where 1 indicates strongly disagree to 5 strongly agree. Dependant variable is measure by ordinal scale meanwhile the independent variable is measured by nominal and ordinal scale.

The method used is correlational as the author want to determine the relationship between the green marketing strategies and hotel and individual-manager demographic. The participants are the general managers, sales and marketing managers and EMS managers at each hotel. The data is not generalized as the green market strategy is only focus on hotel industry only. The target population for this study is the people who involved in planning and implementing green market in a hotel. This data is only useful for people that involved or engaged with hotel industry.

 There are several drawback and limitation in this articles in terms of methodologies. First of all (Chan 2013) has conducted the research by survey using self-administered questionnaire but fails to state in this articles whether the questionnaire is valid or he has carried out validity test to show the reliability of the questionnaire.  Chan (2013) fails to state what type of sampling he is using and what population he is targeting. This questions rises due to large number of sample has been used that is 378 respondent.  It is quite illogical to have a large number of hotel managers as he has mention Hong Kong is a small territory.