Hotels looking to attract "green" consumers must not only practice sustainable business practices and be committed to sustainability as an environmental goal but should effectively communicate those practices to green consumers who exhibit specific behavior patterns and characteristics when compared with consumers in general, according to new research from the University of New Hampshire Whittemore School of Business and Economics. 

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To Market to ’Green’ Consumers, Hoteliers Must See Forest and Trees

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To Market to ‘Green’ Consumers, Hoteliers Must See Forest and Trees