دور مساهمة الممارسات الخضراء للفناق في تعزيز قيمة العلامة التجارية في ذهن الزبون
This study aimed to identify the role of the contribution of green practices for hotels in enhancing the brand value in the mind of the customer.This study aimed to identify the role of the contribution of green practices for hotels in enhancing the brand value in the mind of the customer,The study was applied to the Sheraton Club des Pins Hotel in Algeria.By focusing on the green practices adopted by this hôtel, which have an important role in enhancing the brand value, and to achieve the goals of our research, we used the descriptive analytical approach, where a random sample of 60 Sheraton hôtel customers was chosen. The five-pointed LeCarte scale was also relied upon. As well as the SPSS program to carry out the process of statistical analysis of the data. The study also relied on the arithmetic mean, standard deviation, correlation coefficient, and regression coefficient.
This study found results that are :The hypothesis that states that there is a statistically significant effect of the mental associations of the brand on green practices according to hotel customers has been verified, as well as the hypothesis that states that there is a statistically significant effect of the perceived feasibility of green practices.