Determinants of willingness to pay to stay at a green lodging facility |
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| Institution: | 1. Department of Tourism Management, Dong-A University, South Korea;2. Department of Business, School of Management, Swansea University, Bay Campus, Fabian Way, Swansea, SA1 8EN, United Kingdom;1. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Dr. #227, Houston, TX, 77204, United States;2. Department of Hotel Management, Cheju Halla University, 28 Halladae-gil, Heungeop-myeon, Wonju-si, Gangwon-do, South Korea;3. Chaplin School of Hospitality & Tourism Management, Florida International University, Biscayne Bay Campus, 3000 Northeast 151 Street, North Miami, LF, 33181, United States;1. School of Hospitality Leadership, College of Business, East Carolina University, Rivers West 311, Greenville, NC 27858-4353, USA;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd., Orlando, FL 32819, USA;1. School of Business, Sun Yat-sen University, Guangzhou, China;2. School of Management, Jinan University, Guangzhou, China;3. The School of Hospitality Business, Broad College of Business, Michigan State University, East Lansing, United States;4. Department of Applied Psychology, Guangdong University of Foreign Studies, Guangzhou, China;1. Cardiff Business School, Cardiff University, Aberconway Building, Colum Drive, Cardiff CF10 3EU, United Kingdom;2. SPC Co. Ltd. 2620 Nambusunwhan-ro, Seocho-gu, Seoul, South Korea;3. Department of Business Administration, Dongguk University, 30, Pildong-ro 1-gil, Jung-gu, Seoul, 04620, South Korea;1. Gabelli School of Business, Fordham University, 140 W. 62nd Street, New York, NY, 10023, United States;2. Koppelman School of Business, Brooklyn College of the City University of New York, 2900 Bedford Ave, Brooklyn, NY, 11210, United States |
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| Abstract: | The adoption of green initiatives is attracting increasing attention among tourism providers and researchers. One important dimension of travellers’ environmental concern is their willingness to pay higher rates for green travel products. This study determines the association between pro-environmental attitudes and beliefs, and willingness to pay a higher room rate at a green lodging facility. A survey of 388 travellers in Michigan, USA, revealed a positive relationship between environmental concern (measured using the New Environmental Paradigm scale) and willingness to pay for a green hotel room. Income was the only one of a series of socioeconomic, demographic and travel pattern variables to reach statistical significance. Additional evidence regarding consumer attitudes towards and concomitant behaviours with respect to travel and the environment is vital to the broader consideration of the sustainability of the tourism and hospitality sectors. Understanding of willingness to pay for green practices has important marketing and management implications. |
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| Keywords: | Accommodations Attitudes Environment New Environmental Paradigm Michigan |
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