Eco-Innovation in Coastal Hotels

The discussion on coastal hotels' green products is usually one-sided, with a focus on supply or on demand. In this investigation, authors perceive the way both sides think concerning to green products and to what extent exists a correspondence. Supported in a quantitative study in a coastal hotel sample and in another qualitative and quantitative study on a sample of tourists, two models are tested. The results suggest that coastal hotel green strategies should be more market-centric than just complying with regulations. The tourist model permitted to perceive that tourists who are more sensitive to environmental issues are willing to pay more and recommend green hotels, but this relationship should be better understood by coastal hotel decision makers to align their green strategy and communication.