Investigating the willingness to pay for green hotels: the effects of destination image and environmental beliefs

Abstract

This study proposes and evaluates a framework in examining the effects of destination image and environmental beliefs on the willingness to pay (WTP) for green hotels. Additionally, the study finds that the role of customer attitude to green hotels has an important role in the proposed framework. Data were collected using a structured questionnaire with 317 valid responses. CFA and SEM were employed to analyze data through SPSS AMOS 20.0 software. The findings show that destination image has the largest direct impact on attitude to green hotels while environmental beliefs have the largest direct effect on WTP premium for green hotels. Moreover, attitude to green hotels plays a mediating role between destination image and the WTP and between environmental beliefs and the WTP.

Keywords

• destination image
• environmental beliefs
• willingness to pay
• green hotels