Journal
INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT
Volume 32, Issue 1, Pages 60-80Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IJCHM-02-2019-0147
Keywords
Social identity theory; Value-belief-norm theory; Willingness to pay a price premium; Environmental concern; Environmental practices
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Purpose The purpose of this paper is to investigate the influence of customers' environmental concerns, customers' perceptions of a hotel's environmental practices and of the hotels' environmentally friendly images, on customers' willingness to pay a price premium to stay at environmentally friendly hotels. Design/methodology/approach The theoretical framework comprises both social identity theory and value-belief-norm theory. The data were collected through a survey of 454 customers staying at eco-friendly hotels in Spain. The research model is tested by using a structural equation modelling approach. Findings The findings illustrate that customers' environmental concerns have a greater explanatory value on their willingness to pay a price premium than do their perceptions of the hotels' environmental practices. Furthermore, these causal relationships are similar in magnitude when considering the mediating effects of the hotels' eco-friendly image and the environmental practices. Originality/value The paper contributes to the literature by highlighting those cognitive processes that influence the customers' willingness to pay a price premium to stay at environmentally friendly hotels. Hence, the study provides valuable information to hotel managers.
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