Green Hospitality Practices and Customer Satisfaction: A Study of Hotels in the Upper West Region of Ghana

Abstract

As sustainability becomes a key concern in the global hospitality industry, hotels are increasingly adopting eco-friendly measures. This study investigates the relationship between green hospitality practices and customer satisfaction in hotels within the Upper West Region of Ghana. This study employed a quantitative research approach. The target population for this study consisted of hotel guests and staff members from hotels located in the Upper West Region of Ghana. Simple random and convenience sampling techniques were used to select hotel staff and guests, respectively. Structured questionnaires to collect data from 109 hotel customers and 70 staff members. Descriptive statistics and regression analysis were conducted to assess the relationship between green practices and customer satisfaction. Findings indicated that hotels in the Upper West Region are gradually embracing environmentally sustainable practices, particularly those that are practical, affordable, and immediately beneficial. The study revealed that customers have strongly positive perceptions and behavioural intentions toward green hotels. The study found a positive and statistically significant relationship between green practices and customer satisfaction (t = 2.059, p = 0.042 < 0.05). The study recommended that hotel managers should institutionalise clear sustainability policies that prioritise energy efficiency, waste reduction, and water conservation. Regular audits should be conducted to ensure compliance with green standards.