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Analyzing Willingness to Pay More to Stay in a Sustainable Hotel

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  • Montserrat Boronat-Navarro

    (Department of Business Administration and Marketing, Jaume I University, 12071 Castellón, Spain)

  • José A. Pérez-Aranda

    (Barcelona School of Tourism, Hospitality and Gastronomy, CETT-Universitat de Barcelona, 08035 Barcelona, Spain)

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.

Suggested Citation

  • Montserrat Boronat-Navarro & José A. Pérez-Aranda, 2020. "Analyzing Willingness to Pay More to Stay in a Sustainable Hotel," Sustainability, MDPI, vol. 12(9), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:9:p:3730-:d:353940
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    References listed on IDEAS

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    Cited by:

    1. Lee, Stacy H.N. & Chang, Hyo Jung (Julie) & Zhao, Li, 2023. "The importance of personal norms and situational expectancies to sustainable behaviors: The norm activation and situational expectancy-value theories," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Amelia Bilbao-Terol & Celia Bilbao-Terol, 2020. "Measuring the Economic Impact of a Voluntary Sustainable Tourism Certification," Sustainability, MDPI, vol. 12(13), pages 1-18, July.
    3. Junghyun Park & Yunmi Park & Jae Leame Yoo & Jongsik Yu, 2021. "Can Hotel Companies’ Water Conservation Management and Waste Reduction Measures Influence Hotel Customers’ Willingness to Pay More and Intention to Revisit?," IJERPH, MDPI, vol. 18(17), pages 1-12, August.
    4. Luís Lima Santos & Lucília Cardoso & Noelia Araújo-Vila & Jose A. Fraiz-Brea, 2020. "Sustainability Perceptions in Tourism and Hospitality: A Mixed-Method Bibliometric Approach," Sustainability, MDPI, vol. 12(21), pages 1-18, October.
    5. George Thomas, 2022. "Corporate Social Responsibility as a Sustainable Business Practice: A Study among Generation Z Customers of Indian Luxury Hotels," Sustainability, MDPI, vol. 14(24), pages 1-13, December.
    6. Youngsoo Lee & Joosung Lee, 2020. "Interactive Game-Content-Based Storytelling for the Environment," Sustainability, MDPI, vol. 12(19), pages 1-16, October.
    7. Dimitris Damigos, 2023. "How Much Are Consumers Willing to Pay for a Greener Hotel Industry? A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-19, May.

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