Analyzing Willingness to Pay More to Stay in a Sustainable Hotel

Abstract

The aim of this study is to investigate differences in willingness to pay more for sustainable hotels, analyzing whether consumers’ searches for information about sustainability, the importance they assign to sustainability certifications, their previous experiences and sociodemographic variables, are all features that influence consumer intentions. We thus contribute to the literature on the importance of consumers’ concerns and awareness and how they influence consumer intentions regarding sustainability in the hotel sector. Our results, based on a sample of consumers of various nationalities, show that all the variables analyzed can explain the differences between consumers that are willing to pay more for sustainable hotels and those that are not, except those variables capturing sociodemographic characteristics. These results could help hotel managers to establish strategies to retain more responsible consumers and increase awareness of sustainability, and should prompt them to improve their sustainability practices.

Measuring the Economic Impact of a Voluntary Sustainable Tourism Certification

“…. " In the same way, Boronat-Navarro and Pérez-Aranda [49] find differences in the willingness to pay for sustainable hotels according to the type of tourist. Tourists who search for information on sustainable certifications and have previous experiences with sustainable hotels are usually willing to pay more for stays in these types of establishments.…”

“…A segmentation of tourists, according to their level of awareness on sustainability issues, has not been considered in the current work. Many studies find that those tourists with a higher awareness of sustainability are willing to pay a higher price for more sustainable destinations [18] and accommodations [49]. Information about this type of tourist is important for firms and stakeholders.…”

Sustainability Perceptions in Tourism and Hospitality: A Mixed-Method Bibliometric Approach

“…The analysis of SPTH focused on the Scopus database. Although Scopus is one of the largest and highest-quality abstract and online citation databases of peer-reviewed literature, it does not comprise all the research production on any given topic, such as the "mountain tourism sustainability" studied by Bonadonna et al [67], the "wetland areas tourism sustainability" studied by Ghoochani et al [68], the "impact of tourists' perceptions on halal tourism destinations" studied by Rahman et al [69], and the "willingness to pay more to stay in a sustainable hotel" studied by Boronat-Navarro and Pérez-Aranda [70]. Therefore, the results must be considered with caution, as they cannot be generalized to the entire scientific literature on SPTH.…”

Interactive Game-Content-Based Storytelling for the Environment

“…The interviewees' response to Question (2) revealed that the players also recognized environmental protection and tree planting during the voluntary competition. The application allows a user to plant a physical tree by collecting 2500 won in coins, which took about one to two weeks.…”

“…Today, consumers are increasingly aware of environmental issues and possess high levels of environmental concern [1]. Many opt for pro-environmental behavior; for example, according to a recent study, more concerned consumers would pay more for environmentally friendly products and services [2]. Such consumers with high environmental awareness tend to purchase green products more often [3].…”