Abstract
This research aimed to study consumer readiness to spend for green hotels through the use of questionnaire. The data was collected from 385 consumers who purchased products or services at green hotels in Bangkok. The results showed that their enthusiasm to spend for hotels that have made substantial changes to its structure to mitigate its effect on the natural environment is high. Moreover, the research findings have showed that consumers' level of sex, age and education has a major impact on the readiness to spend for green hotels. The outcome of this research supports hotel operators and academic institutes in order to encourage application of sustainable policies and practices in hotels. In consequence, more environmentally concerned consumers are drawn to green hotels.
Highlights
Considering revenues generated from Thai tourism industry, the lodging sector plays a significant role
In 2017, the Kasikorn Research Center reported a total market value of 574,000 million baht for hospitality industry and it was likely to expand by 4.5-7.1 percent the following year, especially in Bangkok which was the principal economic and tourism destination of Thailand [1]
The research finding shows that the green-hotel guest's readiness to spend on green hotels in Thailand is outstanding
Summary
Considering revenues generated from Thai tourism industry, the lodging sector plays a significant role. In 2017, the Kasikorn Research Center reported a total market value of 574,000 million baht for hospitality industry and it was likely to expand by 4.5-7.1 percent the following year, especially in Bangkok which was the principal economic and tourism destination of Thailand [1]. According to the Ministry of Tourism and Sports lodging industry in Bangkok alone contributed 947,284.30 million baht of revenues, reflecting a 15.18 percent rise from 2016 [2]. The demand of accommodation is on the rise as Thai tourism industry continues to grow. Hoteliers need to strengthen and develop a plan to optimize their competitive advantage in order to stand out in the competitiveness of hotel industry [3,4]
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