Dimitrios Fronimos

• C. BENEKI
• N. MYLONAS
• A. GKRITZALI

This PhD research explores consumer behaviour and decision-making in the context of sustainability within the hospitality industry, with a particular focus on upscale and luxury accommodation. The study examines how guests perceive sustainability, how these perceptions influence their preferences and intentions, and how hospitality businesses can better understand the factors that shape sustainable choices.

By focusing on the relationship between guest attitudes, expectations, perceived value, trust, communication, and sustainability-oriented behaviour, the research aims to contribute to a deeper understanding of how sustainable practices are interpreted and evaluated by contemporary travellers. The study seeks to offer both theoretical insights and practical implications for hospitality businesses aiming to integrate sustainability more meaningfully into their strategy, operations, communication, and guest experience.