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Concern about environmental sustainability and climate change in the hotel industry has significantly gained prominence in the last two decades (Baker et al 2013, Horner and Swarbrooke 2006; Han et al 2011; Miller 2003). The global hotel industry, has since engaged a number of tools, change agents and approaches in a bid to green their operations. These have included eco-rating schemes, environmentally friendly management policies and practices, the media, environmental pressure groups and green incentives. However, more recently, the hotel industry has witnessed an increasing number of tourists seeking hospitality establishments that are environmentally friendly (Weisenburg, Redington and Kutyla, 2008). This development clearly emphasises the fact that, in the drive towards the greening of hotel operations, it is not only the hotel establishments (supply side) which should green their operations but also the guests themselves (demand side) who should turn into or be turned into „greenies‟. This realisation and the need to accentuate this demand side of going green has triggered a significant number of researches on hotel green guest consumerism but with most of the publications appearing after 2005.

A Critique of the Methodological Approaches to Hotel Guest Green Consumerism Empirical Researches Since 2000