Circular Economy in Hotels: Consumer Perceptions and Marketing Perspectives

The circular economy has become an important and necessary solution in a context where environmental pressures are increasing. Thus, this study analyzes the perceptions of Romanian consumers on circular economy practices in hotel units from a marketing perspective, while the aspects considered are attitudes, level of information, intention to choose sustainable hotels and willingness to pay a higher price. The study was carried out through quantitative marketing research, using the CAWI method, based on a questionnaire distributed online. The results obtained from 195 respondents indicated a high level of notoriety of the circular economy concept, while the degree of its understanding was quite moderate. Respondents showed positive attitudes towards circular economy practices applied in hotel units and appreciated the reuse of resources and the reduction of waste. They had a certain level of skepticism regarding the environment, which highlighted the need for credible communication. The behavior of respondents before booking is uneven, although the declared intention to choose sustainable hotels is quite favorable. Moreover, most respondents stated that they are willing to pay more for hotels that apply circular economy practices. Thus, the results that were obtained highlight a continuous need for consumer education in the field of sustainability and provide a relevant perspective for the marketing strategies of hotel establishments.