Exploring travelers’ willingness to pay for green hotels in the digital era

2021 ◽  
pp. 1-18
Author(s):  
Antonino Galati ◽  
Alkis Thrassou ◽  
Michael Christofi ◽  
Demetris Vrontis ◽  
Giuseppina Migliore
Keyword(s):  
Willingness To Pay ◽  
Digital Era ◽  
Green Hotels

scholarly journals WILLINGNESS TO PAY FOR GREEN HOTELS IN BANGKOK, THAILAND

2020 ◽  
pp. 17-27
Author(s):  
Kanyapilai Kunchornsirimongkon ◽  
Morakot Ditta Apichai
Keyword(s):  
Willingness To Pay ◽  
Significant Influence ◽  
Environmentally Friendly ◽  
Education Level ◽  
Marketing Communications ◽  
The People ◽  
Green Hotel ◽  
High Level ◽  
Green Hotels

The purpose of this research has been to study the willingness to pay for accommodation in green hotels which are strictly following environmentally friendly policies. Questionnaire has been used as a tool to collect data from the people who stayed or have used other services of green hotels. In total, 385 guests in 19 Thai hotels have been surveyed. The results show that the willingness to pay for a green hotel was at a high level. People in Thailand are ready to choose a hotel that spends extra on environmentally friendly activities and/or environmentally friendly policies. In addition, our research has also found that sex, age and education level of consumers have a significant influence on the willingness to pay for green hotels. The results of this research can be beneficial for academic circles, hotel operators and marketing communicators promoting environmentally friendly hotel policies. Namely, our results can be used while developing marketing communications to attract consumers who are ready to choose green hotels.

Green hotel adoption: a personal choice or social pressure?

2019 ◽  
Vol 31 (8) ◽  
pp. 3287-3305 ◽  
Author(s):  
M.S. Balaji ◽  
Yangyang Jiang ◽  
Subhash Jha
Keyword(s):  
Willingness To Pay ◽  
Social Norms ◽  
Interaction Effect ◽  
Least Squares Method ◽  
Positive Interaction ◽  
Intention To Stay ◽  
Content Type ◽  
Personal Norms ◽  
Green Hotel ◽  
Green Hotels

Purpose This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude toward green hotels, intention to stay at green hotels and willingness to pay a premium. It also investigates the moderating roles of personal norms and social norms in the influence of GHA perception on identification and trust toward green hotels. Design/methodology/approach A two-stage survey was used to collect data via Prolific Academic. The authors tested the hypotheses on 521 valid responses using the partial least squares method. Findings The results show that identification and trust mediate the effect of GHA perception on attitude, intention to stay and willingness to pay a premium for green hotels. The authors found a positive interaction effect between GHA perception and personal norms on identification and trust and a negative interaction effect between social norms and GHA perception on trust. The interaction effect of GHA perception and social norms on identification is not significant. Originality/value This study presents an integrated framework for green hotel adoption by examining the potential guest perception of GHAs and explores how it fosters positive guest responses. Findings show that GHA perception positively influences potential guest responses through identification (the personal route) and trust (the social route). This study also simultaneously considers personal norms and social norms, together with the effects of their interactions with GHA perception on identification and trust.

scholarly journals Pakistani Hotels Industry: A New Paradigm to Investigate Visitors’ Decision-Making Process

2018 ◽  
Vol 2 (3) ◽  
pp. 219-223 ◽  
Author(s):  
Shahid Bashir ◽  
Mudassar Ghani Khwaja
Keyword(s):  
Decision Making ◽  
Willingness To Pay ◽  
Positive Influence ◽  
Decision Making Process ◽  
Test Model ◽  
Unique Contribution ◽  
New Paradigm ◽  
Green Management ◽  
Green Hotel ◽  
Green Hotels

To investigate the green hotel’s visitors’ decision-making process, this study provides a fresh insight into existing knowledge related to Pakistani consumer’s beliefs regarding green practices, attitude toward green behavior, overall image, and behavioral intentions. Using Structural Equaltion Modelling (SEM) on a sample size of 372 Pakistani Lodging consumers, a test model confirmed that attitudes towards green behaviour have a positive influence on the overall image of green hotel, intention to visit green hotels, and willingness to pay more for green hotels. Moreover, environmental and luxury beliefs have a positive influence on attitudes and intentions about visiting green hotels, and willingness to pay more for green hotels. Furthermore, attitude towards green behaviour and overall image of green hotels have mediating roles exist in that test model, which is a unique contribution to the knowledge body. These outcomes are expected to help Pakistani marketers and managers, especially green management practitioners, to recognize more subjective initiatives for entering international and local segments.

INVESTIGATING WILLINGNESS TO PAY FOR GREEN HOTEL: EFFECT OF DESTINATION IMAGE AND ENVIRONMENTAL BELIEFS

2021 ◽  
Vol 35 (2) ◽  
pp. 309-314
Author(s):  
Toan Khanh Tran PHAM ◽  
◽  
Truc Trung TRUONG ◽  
Nguyen Le Dinh QUY ◽  
◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Destination Image ◽  
Direct Impact ◽  
Mediating Role ◽  
Environmental Beliefs ◽  
Green Hotel ◽  
Proposed Model ◽  
Customer Attitude ◽  
Green Hotels

The present study proposed a framework in examining the effect of destination image and environmental beliefs on willingness to pay for green hotel (WTP). The purpose of this study is to test these relationships. Additionally, the paper also seeks to establish the role of customer attitude to green hotels as a determinant of the relationships specified in the proposed model. The results supported our overall hypothesis and showed that destination image has the largest direct impact on attitude to green hotel while environmental beliefs have the largest direct effect on willing to pay premium for green hotel. Moreover, attitude to green hotel plays a mediating role between destination image and WTP, environmental beliefs and WTP.

scholarly journals The Impacts of Fear and Uncertainty of COVID-19 on Environmental Concerns, Brand Trust, and Behavioral Intentions toward Green Hotels

2020 ◽  
Vol 12 (20) ◽  
pp. 8688 ◽  
Author(s):  
Yufan Jian ◽  
Irina Y. Yu ◽  
Morgan X. Yang ◽  
Kevin J. Zeng
Keyword(s):  
Willingness To Pay ◽  
Behavioral Intentions ◽  
Hospitality Industry ◽  
Hotel Industry ◽  
Environmental Concerns ◽  
Brand Trust ◽  
Green Consumption ◽  
Consumption Behavior ◽  
Green Hotel ◽  
Green Hotels

This study aimed to investigate the impacts of COVID-19 on the hospitality industry. We examined the interplay between consumers’ fear and uncertainty of COVID-19, their trust in green hotel brands, and their behavioral intentions in relation to staying at green hotels. Analysis of 613 completed responses to a survey instrument revealed that fear and uncertainty of COVID-19 have increased consumers’ environmental concerns and green hotel brand trust, which in turn have promoted their willingness to pay more and willingness to make sacrifices to stay at green hotels. The paper contributes to research on green consumption behavior in the hotel industry during the COVID-19 pandemic.

scholarly journals Investigating the willingness to pay for green hotels: the effects of destination image and environmental beliefs

2021 ◽  
Author(s):  
Chau Nguyen Minh
Keyword(s):  
Willingness To Pay ◽  
Destination Image ◽  
Direct Impact ◽  
Mediating Role ◽  
Environmental Beliefs ◽  
Customer Attitude ◽  
Green Hotels ◽  
Structured Questionnaire ◽  
Analyze Data

This study proposes and evaluates a framework in examining the effects of destination image and environmental beliefs on the willingness to pay (WTP) for green hotels. Additionally, the study finds that the role of customer attitude to green hotels has an important role in the proposed framework. Data were collected using a structured questionnaire with 317 valid responses. CFA and SEM were employed to analyze data through SPSS AMOS 20.0 software. The findings show that destination image has the largest direct impact on attitude to green hotels while environmental beliefs have the largest direct effect on WTP premium for green hotels. Moreover, attitude to green hotels plays a mediating role between destination image and the WTP and between environmental beliefs and the WTP

The role of extraversion and agreeableness traits on Gen Y’s attitudes and willingness to pay for green hotels

2017 ◽  
Vol 29 (1) ◽  
pp. 607-623 ◽  
Author(s):  
Candy Mei Fung Tang ◽  
Desmond Lam
Keyword(s):  
Willingness To Pay ◽  
Personality Traits ◽  
Behavioral Intentions ◽  
Structural Equation ◽  
Equation Modeling ◽  
Content Type ◽  
Gen Y ◽  
The Impact ◽  
Green Hotels

Purpose This paper aims to examine the role of extraversion and agreeableness personality traits on Generation Y (Gen Y) consumers’ attitudes toward and willingness to pay for green hotels. Gen Y is a large and influential generational group, with a significant interest in green issues. There has been a lack of research on the consumer decision-making process toward green hotels. Specifically, the impact of personality on green attitudes and behavioral intentions is rarely investigated. Design/methodology/approach A major survey consisting of 406 final respondents was conducted. The 29-item survey questionnaire comprises items for extraversion, agreeableness, attitudes toward green hotels and behavioral intention toward green hotels. Numerous statistical techniques, including structural equation modeling, were used to evaluate the data collected. Findings The results show that extraversion and agreeableness personality traits are positively associated with respondents’ attitudes toward green hotels. Stronger and more positive attitudes toward green hotels lead to greater willingness to pay for green hotels. Moreover, attitudes toward green hotels mediate the relationship between the two personality traits and willingness to pay. These findings of Gen Y subsegments can be useful to hotel managers in identifying who are more likely to stay in and pay for environmentally friendly hotels. Originality/value Gen Ys are an influential consumer age group in the service industry, and their general attitudes toward “green” products are important to modern hoteliers. However, few researchers have examined Gen Ys’ attitudes and behavioral intentions toward green issues. No research has examined the role of personality traits on consumers’ perceptions of green hotels. The present study found that the extraversion and agreeableness traits of Gen Y individuals are linked to their attitudes toward and willingness to pay for green hotels.

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