Analyzing Willingness to Pay More to Stay in a Sustainable Hotel
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Show full item recordcomunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8645
comunitat-uji-handle3:10234/8646
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INVESTIGACIONMetadata
Title
Analyzing Willingness to Pay More to Stay in a Sustainable HotelDate
2020Publisher
MDPIISSN
2071-1050Bibliographic citation
BORONAT-NAVARRO, Montserrat; PÉREZ-ARANDA, José A. Analyzing Willingness to Pay More to Stay in a Sustainable Hotel. Sustainability, 2020, vol. 12, núm. 9, p. 3730Type
info:eu-repo/semantics/articlePublisher version
https://www.mdpi.com/2071-1050/12/9/3730Version
info:eu-repo/semantics/publishedVersionSubject
Abstract
The aim of this study is to investigate differences in willingness to pay more for sustainable hotels, analyzing whether consumers’ searches for information about sustainability, the importance they assign to sustai ... [+]
The aim of this study is to investigate differences in willingness to pay more for sustainable hotels, analyzing whether consumers’ searches for information about sustainability, the importance they assign to sustainability certifications, their previous experiences and sociodemographic variables, are all features that influence consumer intentions. We thus contribute to the literature on the importance of consumers’ concerns and awareness and how they influence consumer intentions regarding sustainability in the hotel sector. Our results, based on a sample of consumers of various nationalities, show that all the variables analyzed can explain the differences between consumers that are willing to pay more for sustainable hotels and those that are not, except those variables capturing sociodemographic characteristics. These results could help hotel managers to establish strategies to retain more responsible consumers and increase awareness of sustainability, and should prompt them to improve their sustainability practices. [-]
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Sustainability, 2020, vol. 12, núm. 9, p. 3730Rights
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