The impact of hotel sustainability practices on tourist intentions to book hotel rooms

Abstract

Purpose of the paper: This paper aims to understand whether a hotel’s commitment to sustainability practices is a factor that influences a tourist’s intention to book a hotel room. Methodology: For the purposes of the study a between-subjects experimental approach was applied to a sample of 451 Italians. A t-test and a multiple regression analysis were then adopted to measure whether sustainability affects customers’ intentions to book. Findings: Findings show that, ceteris paribus, customers are more willing to book rooms at hotels committed to sustainability practices than at those that are not. Research limits: The research is framed to capture how consumers react to sustainability-driven practices at hotels and specifically in the upscale hotel market. Consequently, it should be replicated across other hotel categories. Practical implications: Findings suggest that hotel marketers should undertake sustainability practices to inspire consumer intentions to make hotel reservations, thus sustaining hotel performance and local community wellbeing. Originality of the paper: This study contributes to deepening the scientific debate on consumer interest in making reservations that favor hotels that undertake sustainable actions and practices. This research strand has thus far attracted limited attention in the existing literature if compared to similar studies primarily devoted to analyzing the environmental dimension of hotel sustainability and its impact on tourist choices.