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How important are environmentally unsustainable non-essential hotel service components to tourists? A discrete choice experiment

Author

Listed:
  • von Briel, Dorine
  • Kemperman, Astrid
  • Dolnicar, Sara

    (The University of Queensland)

Abstract

United Nations Sustainable Development Goal 12 calls for nations to ensure sustainable consumption and production. The tourism industry can contribute to this aim by reducing the provision of non-essential service components with negative environmental consequences, such as single-use plastic items. This study (1) identifies unsustainable non-essential accommodation services, (2) determines tourist preferences for each service compared to each other at aggregate and market segment levels, and (3) assesses the potential of two alternative theory-based approaches (risk reduction through autonomy and gain- and loss- framing of the price) to entice tourists to forfeit environmentally unsustainable non-essential service components. Results from a discrete choice experiment suggest that tourists see little value in most non-essential unsustainable service components and that gain-framing the price represents the most promising strategy to motivate tourists to voluntarily opt-out of such service components. Theoretical and managerial implications of these findings are discussed.

Suggested Citation

  • von Briel, Dorine & Kemperman, Astrid & Dolnicar, Sara, 2022. "How important are environmentally unsustainable non-essential hotel service components to tourists? A discrete choice experiment," OSF Preprints a9wbe_v1, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:a9wbe_v1
    DOI: 10.31219/osf.io/a9wbe_v1
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