Willingness to Pay for Sustainable Hotel Services as a Perspective of Pro-Environmental Behaviors of Hotel Guests

• Autorzy: Daniel Puciato , Adam R Szromek , Marek Bugdol
• Języki publikacji: EN

Abstrakty

EN

Pro-environmental behaviors foster hotel sustainability, including the achievement of environmental goals. The willingness to pay more for sustainable hotel services should be considered a key pro-environmental behavior. The purpose of this study is to identify the relationship between hotel guests' willingness to pay more for sustainable services in regard to their pro-environmental behavior and selected socioeconomic characteristics. Two main research methods were used: a systematic literature review and a diagnostic survey. A total of 1317 questionnaires were collected from guests of six Polish hotels. The relationship between guests' willingness to pay more for sustainable hotel services and their environmental beliefs was observed. Relationships (positive and negative) between pro-environmental (mitigating) behaviors and willingness to pay higher costs for sustainable services were also noted. Moreover, guests with a higher financial status and education as well as younger guests were found to be more likely to accept higher prices for sustainable hotel services. (original abstract)

Słowa kluczowe

EN

Tourism; Hotel services; Sustainable tourism; Customer behaviour

PL

Turystyka; Usługi hotelowe; Turystyka zrównoważona; Zachowania klientów

• Czasopismo: Economics & Sociology
• Rocznik: 2023
• Tom: 16
• Numer: nr 1
• Strony: 106--122

Twórcy

autor

Daniel Puciato

• WSB University in Wrocław, Poland

autor

Adam R Szromek

• Silesian University of Technology, Poland

autor

Marek Bugdol

• Jagiellonian University in Kraków

Bibliografia

• Agarwal, S., & Kasliwal, N. (2019). Indian consumers' environmental consciousness and decision towards green services of hospitality industry. Journal of Hospitality Application & Research, 14(2), 22-40.
• Baker, M.A., Davis, E.A., & Weaver, P.A. (2014). Eco-friendly attitudes, barriers to participation, and differences in behavior at green hotels. Cornell Hospitality Quarterly, 55(1), 89-99. doi: 10.1177/1938965513504483
• Barkmann, J., Yan, J., Zschiegner, A.K., & Marggraf, R. (2010). The Dao of the sceptic and the spiritual: attitudinal and cultural influences on preferences for sustainable tourism services in the domestic Chinese tourism market. International Journal of Services Technology and Management, 13(3-4), 281-304. doi: 10.1504/IJSTM.2010.032083
• Brügger, A., Kaiser, F., & Roczen, N. (2011). One for all? Connectedness to nature, inclusion of nature, environmental identity, and implicit association with nature. European Psychologist, 16(4), 324-333. https://doi.org/10.1027/1016-9040/a000032
• Chen, M-F. (2020). Effects of psychological distance perception and psychological factors on pro-environmental behaviors in Taiwan: Application of construal level theory. International Sociology, 35(1), 70-89. doi: 10.1177/0268580919881870
• Chia-Jung, Ch., & Pei-Chun, Ch. (2014). Preferences and Willingness to Pay for Green Hotel Attributes in Tourist Choice Behavior: The Case of Taiwan. Journal of Travel & Tourism Marketing, 31(8), 937-57. doi:10.1080/10548408.2014.895479.
• Cozzio, C., Bullini Orlandi, L., & Zardini, A. (2018). Food Sustainability as a Strategic Value Driver in the Hotel Industry. Sustainability, 10(10), 3404. doi: 10.3390/su10103404
• Craswell, J.W. (2013). Projektowanie badań naukowych. Kraków: Wyd. UJ.
• Dolnicar, S. (2010). Identifying tourists with smaller environmental footprints. Journal of Sustainable Tourism, 18(6), 717-734. doi: 10.1080/09669581003668516
• Dolnicar, S., & Grün, B. (2009). Environmentally Friendly Behavior: Can Heterogeneity Among Individuals and Contexts/Environments Be Harvested for Improved Sustainable Management? Environment & Behavior, 41(5), 693-714. doi:10.1177/0013916508319448
• Dolnicar, S., Knezevic Cvelbar, L., & Grün, B. (2017). Do Pro-environmental Appeals Trigger Pro-environmental Behavior in Hotel Guests? Journal of Travel Research, 56(9), 988-997. doi:10.1177/0047287516678089
• Easterby-Smith, M., Thorne, R., & Jackson, P. (2015). Management and Business Research. Los Angeles-Singapore: Sage.
• Esfandiar, K., Dowling, R., Pearce, J., & Goh, E. (2020). Personal norms and the adoption of pro-environmental binning behaviour in national parks: An integrated structural model approach. Journal of Sustainable Tourism, 28(1), 10-32. doi:10.1080/09669582.2019.1663203
• García-Pozo, A., Sánchez-Ollero, J.L., & Marchante-Mera, A. (2013). Environmental Sustainability Measures and Their Impacts on Hotel Room Pricing in Andalusia (Southern Spain). Environmental Engineering & Management Journal (EEMJ), 12(10), 1971-1978. doi: 10.30638/eemj.2013.246
• Goldstein, N.J., Cialdini, R.B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35, 472-482.
• González-Rodríguez, M.R., & Díaz-Fernández, M.C. (2020). Customers' corporate social responsibility awareness as antecedent of repeat behaviour intention. Corporate Social Responsibility & Environmental Management, 27(3), 1294-1306. doi: 10.1002/csr.1884
• Grazzini, L., Rodrigo, P., Aiello, G., & Viglia, G. (2018). Loss or Gain? The Role of Message Framing in Hotel Guests' Recycling Behaviour. Journal of Sustainable Tourism, 26(11), 1944-1966. doi:10.1080/09669582.2018.1526294.
• Han, H., Hsu, L.T.J., & Lee, J.S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers' eco-friendly decision-making process. International Journal of Hospitality Management, 28(4), 519-528. doi:10.1016/j.ijhm.2009.02.004
• Han, H., Hsu, L.T.J., Lee, J. S., & Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, 30(2), 345-355. doi: 10.1016/j.ijhm.2010.07.008
• Han, H., Lee, M.J., & Kim, W. (2018). Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry. Business Strategy & the Environment (John Wiley & Sons, Inc), 27(8), 1302-1312. doi:10.1002/bse.2179
• Han, H., Moon, H., & Lee, H. (2019). Excellence in eco-friendly performance of a green hotel product and guests' proenvironmental behavior. Social Behavior & Personality: an international journal, 47(12), 1-10. doi: 10.2224/sbp.8317
• Hicklenton, C., Hine, D.W., & Loi, N.M. (2019). Can work climate foster pro-environmental behavior inside and outside of the workplace? PLoS ONE, 14(10), 1-13.
• Hwang, J., & Kim, H. (2019). Consequences of a Green Image of Drone Food Delivery Services: The Moderating Role of Gender and Age. Business Strategy & the Environment (John Wiley & Sons, Inc), 28(5), 872-84. doi:10.1002/bse.2289.
• Juvan, E., & Dolnicar, S. (2017). Drivers of pro-environmental tourist behaviours are not universal. Journal of Cleaner Production, 166, 879-890, doi:10.1016/j.jclepro.2017.08.087
• Kapera, I., & Wszendybył-Skulska, E. (2017). Pro-ecological hotel policies as assessed by guests. Tourism, 27(2), 12. doi: 10.18778/0867-5856.27.2.05
• Ko, Y.D., & Song, B.D. (2019). Sustainable service design and revenue management for electric tour bus systems: Seoul city tour bus service and the eco-mileage program. Journal of Sustainable Tourism, 27(3), 308-326. doi: 10.1080/09669582.2018.1560453
• Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do People Act Environmentally and what are the Barriers to Pro-Environmental Behavior? Environment Education Research, 8(3), 239-260.
• Kukuła, K. & Bogocz, D. (2014) Zero unitarization method and its application in ranking research in agriculture. Economic and Regional Studies, 7(3), 5-13.
• Kulin, J., & Johansson Seva, I. (2021). Quality of government and the relationship between environmental concern and pro-environmental behavior: a cross-national study. Environmental Politics, 30(5), 727-752. doi:10.1080/09644016.2020.1809160
• Line N., Hanks L. (2016). The effects of environmental and luxury beliefs on intention to patronize green hotels: the moderating effect of destination image, Journal of Sustainable Tourism, 24(6), 904-925, doi: 10.1080/09669582.2015.1091467.
• Lita, R.P., Surya, S., Ma'Ruf, M., & Syahrul, L. (2014). Green Attitude and Behavior of Local Tourists towards Hotels and Restaurants in West Sumatra, Indonesia. Procedia Environmental Sciences, 20, 261-270. doi: 10.1016/j.proenv.2014.03.033
• Mach, L., & Ponting, J. (2021). Establishing a pre-COVID-19 baseline for surf tourism: Trip expenditure and attitudes, behaviors and willingness to pay for sustainability. Annals of Tourism Research Empirical Insights, 2(1), 1-10. https://doi.org/10.1016/j.annale.2021.100011
• Mascovich, K.A., Larson, L.R., & Andrews, K.M. (2018). Lights On, or Lights Off? Hotel Guests' Response to Non-personal Educational Outreach Designed to Protect Nesting Sea Turtles. Chelonian Conservation & Biology, 17(2), 206-215. doi: 10.2744/CCB-1299.1
• Mayer, S., & McPherson, C. (2004). The connectedness to nature scale: A measure of individuals' feeling in community with nature. Journal of Environmental Psychology, 24, 503-515. doi:10.1016/j.jenvp.2004.10.001
• McKercher, B., Prideaux, B., Cheung, C., & Law, R. (2010). Achieving voluntary reductions in the carbon footprint of tourism and climate change. Journal of Sustainable Tourism, 18(3), 297-317. doi: 10.1080/09669580903395022
• Meloni, A., Fornara, F., & Carrus, F. (2019). Predicting pro-environmental behaviors in the urban context: The direct or moderated effect of urban stress, city identity, and worldviews. Cities, 88, 83-90. doi: 10.1016/j.cities.2019.01.001
• Mi, L., Qiao, L., Xu, T., Gan, X., Yang, H., Zhao, J., Qiao, Y., & Hou, J. (2020). Promoting sustainable development: The impact of differences in cultural values on residents' pro-environmental behaviors. Sustainable Development, 28(6), 1539-1553. doi:10.1002/sd.2103
• Miao, L., & Wei, W. (2013). Consumers' pro-environmental behavior and the underlying motivations: A comparison between household and hotel settings. International Journal of Hos-pitality Management, 32, 102-112. doi: 10.1016/j.ijhm.2012.04.008
• Miller, D., Merrilees, B., & Coghlan, A. (2015). Sustainable urban tourism: understanding and developing visitor pro-environmental behaviours. Journal of Sustainable Tourism, 23(1), 26-46. DOI: 10.1080/09669582.2014.912219
• Moyano-Díaz, E., Palomo-Vélez, G., & Vergara-Bravo, J. (2019). Political ideology, economic liberalism and pro-environmental behaviour / Ideología política, liberalismo económico y conducta pro-ambiental. Psyecology, 10(1), 127-150. doi:10.1080/21711976.2018.1546422
• Nelson, K. M., Partelow, S., Stäbler, M., Graci, S., & Fujitani, M. (2021). Tourist willingness to pay for local green hotel certification. PLoS ONE, 16(2), 1-19. doi:10.1371/journal.pone.0245953
• Nisbet, E., Zelenski, J., & Murphy, S. (2009). The nature relatedness scale: Linking individuals' connection with nature to environmental concern and behavior. Environment and Behavior, 41, 715-740. doi:10.1177/0013916508318748
• Pulido-Fernández, J.I., & López-Sánchez, Y. (2016). Are Tourists Really Willing to Pay More for Sustainable Destinations? Sustainability, 8(12), 1240. doi: 10.3390/su8121240
• Reese, G., Loew, K., & Steffgen, G. (2014). A Towel Less: Social Norms Enhance Pro-Environmental Behavior in Hotels. Journal of Social Psychology, 154(2), 97-100. doi:10.1080/00224545.2013.855623
• Schultz, W. (2000). Empathizing with nature: The effects of perspective taking on concern for environmental issues. Journal of Social Issues, 56, 391-406. doi: /10.1111/0022-4537.00174
• Straughan, R., & Roberts, J. (1999). Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558-575. doi: 10.1108/07363769910297506
• Terrier, L., & Marfaing, B. (2015). Using social norms and commitment to promote pro-environmental behavior among hotel guests. Journal of Environmental Psychology, 44, 10-15. doi: 10.1016/j.jenvp.2015.09.001
• Arun T.M, Kaur, P., Bresciani, S., & Dhir, A. (2021). What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises. Business Strategy and the Environment, 30(3), 1-19.
• Welsch, H., & Kuehling, J. (2009). Determinants of pro-environmental consumption: The role of reference groups and routine behavior. Ecological Economics, 69(1), 166-176. doi:10.1016/j.ecolecon.2009.08.009
• Whitburn, J., Linklater, W.L., & Milfont, T.L. (2019). Exposure to Urban Nature and Tree Planting Are Related to Pro-Environmental Behavior via Connection to Nature, the Use of Nature for Psychological Restoration, and Environmental Attitudes. Environment & Behavior, 51(7), 787-810. doi: 10.1177/0013916517751009

Identyfikatory

DOI

10.14254/2071-789X.2023/16-1/8