Can eco-friendly hotels affect customer willingness to pay more?

Abstract

ABSTRACT The aim of this study was to determine the impact of customers’ environmental concerns and perceptions of ecofriendly hotels on their willingness to pay more for these hotels. According to the study’s findings, environmental concerns and the perception of environmentally friendly hotels have a positive effect on the willingness to pay more for these hotels. Businesses that aim to implement a hotel service approach with high environmental awareness should conduct studies to be able to understand the sensitivity to environmental concerns as indicated from this study. The significance of the ecofriendly hotel concept has been highlighted from the results of this study, and it has become clear that there should be more research to support tourist lodging at these businesses.