Less is more: the role of frugality in the Malaysian hotel industry
Purpose: The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing st...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2022
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| Subjects: | |
| Online Access: | http://eprints.utm.my/101641/1/NurZulaikhaSadom2022_LessisMore.pdf |