Intentions to boycott “unethical” hotels : a conjoint analysis

Abstract

Presents examination of consumers’ intentions to boycott a hotel due to certain unethical business practices. The orthogonal design of Conjoint Analysis formulated 10 types of hotels based on 4 attributes: environmental damage, unethical labour conditions, price and ownership. The results indicated that almost all respondents declared their intentions to boycott those hotels, which have been accused of both environmental damage and unethical labour practises. Customers, who declared the higher intentions to boycott those hotels, accused solely for environmental damage, are above 34 years of age, employees and retired persons. These customers are influenced by their past boycotting experience and by their intentions to boycott brands “guilty” of financial support to wars and unfair profiting. Customers, who declared the higher intentions to boycott the hotels, accused solely for unfair labour practices, are also above 34 years of age. They would boycott their favourable brands if they were accused for exploitation of workforce.