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Chan (2013) has come up with a novel study that emphasizes on the
green marketing in the perspective of hotel managers.
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
implementing green market in a hotel. This data is only useful for people that
involved or engaged with hotel industry.
Chan (2013) has admitted that his findings could be biased as the number
of respondent is very low that is 55 respondents only. Although the sample size
is insufficient, yet the statistical analysis and the interpretation of data has been
recorded well by the author. Chan (2013) has compare each strategy statement
on green marketing according to hotel and individual-manager demographics.
Most of the statement does not show significance difference with the hotel and
individual-manager demographic. Chan (2013) has used the mean value
obtained from the statement to rank the strategy that hotel manager consider
important.
The author also give some good suggestion regarding green marketing to
hotel marketers. There are no surprising findings as this article only identifies the
green marketing strategy and give some suggestions. Due to lack of sample size,
the surprising finding also will be void as the result is arguable and doubtful.
Thus, Chan (2013) describes his research as only an exploratory one that can
arouse the interest of other researcher to investigate further on the issues. Chan
(2013) also cautioned the researcher in using his results as the number of
respondents is very low.
In conclusion, this article has highlighted the importance of good and well
developed methodology in order to obtain a justifiable result. The number of
sample size also very important as it represent the population.
Yet, the
samples with more females might not represent the whole population. Thus, I
agree with the limitation pointed out by Ko et al. (2013) that states that the
results of this findings must be used with cautions.