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Publication
Tourists´ willingness to pay for green hotel practices
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Abstract(s)
It is critical to gain a better comprehension of customers’ desire to stay at eco-friendly
hotels and support their efforts by paying a premium, as it can lead hotels still hesitant to
become greener to start considering this possibility. This dissertation is particularly aimed
to find out whether there is a relationship between environmental concerns of tourists and
their willingness to pay (WTP) a premium for green hotels. The study thus explores such
constructs as WTP and environmental worldviews, but also delves into preferred green hotel
practices, as understanding WTP for each specific practice is important to design more
efficient sustainable programs. In this study, environmental worldviews are measured by the
New Ecological Paradigm (NEP) scale, which constitutes a major part of the questionnaire.
The results of the study are produced primarily by means of differences between groups tests
and association tests. The main finding is a strong and positive correlation between WTP
and concern for the environment, but the study also provides with results on amount of
premium guests are ready to pay, preferred green practices, and a brief profile of
environmentally conscious customers. These findings will be particularly interesting for
hoteliers, as they can use this information for altering their marketing and pricing strategies.
Besides, hotel managers should notice that, for conscious customers, hotel experience is
more than just a stay and should satisfy their beliefs and values. Hotels are therefore
encouraged to include guests’ environmental worldviews to target market analysis to adjust
investments in sustainable practices.
Description
Keywords
New Ecological Paradigm Hotels Eco-friendly hotels Environment Customers.