Open AccessPeople’s motivation, constraints and willingness to pay for green hotels
Author(s) -
Li-Hui Chang,
Yu-Chen Hsiao,
Guych Nuryyev,
Huang Mei-ling
Publication year - 2015
Publication title -
european journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.467
H-Index - 16
eISSN - 1314-0817
pISSN - 1994-7658
DOI - 10.54055/ejtr.v9i.166
Subject(s) - demographics , willingness to pay , affect (linguistics) , business , hotel industry , marketing , advertising , tourism , psychology , economics , geography , demography , sociology , communication , archaeology , microeconomics
The purpose of this study is to examine the relationships among visitors’ demographics, motivations, constraints and willingness to stay in green hotels in Taiwan. The data, consisting of 461 usable questionnaires, were collected from the following green hotels in Taiwan: Hotel Royal Chihpen in Taitung County, Hotel Color in New Taipei City, and Guey Lin Hotel in Taoyuan County. Four hypotheses were developed regarding the effects demographics on motivation and constraints, as well as the effect of the latter two on willingness to pay. The results indicate that demographics are correlated with the visitors’ motivation and constraints, which in turn affect their willingness to pay for green hotels.