• Kanyapilai Kunchornsirimongkon Suan Sunandha Rajabhat University, Bangkok
  • Morakot Ditta Apichai Songkhla Rajabhat University, Songkhla


The purpose of this research has been to study the willingness to pay for accommodation in green hotels which are strictly following environmentally friendly policies. Questionnaire has been used as a tool to collect data from the people who stayed or have used other services of green hotels. In total, 385 guests in 19 Thai hotels have been surveyed. The results show that the willingness to pay for a green hotel was at a high level. People in Thailand are ready to choose a hotel that spends extra on environmentally friendly activities and/or environmentally friendly policies. In addition, our research has also found that sex, age and education level of consumers have a significant influence on the willingness to pay for green hotels. The results of this research can be beneficial for academic circles, hotel operators and marketing communicators promoting environmentally friendly hotel policies. Namely, our results can be used while developing marketing communications to attract consumers who are ready to choose green hotels.

Author Biographies

Kanyapilai Kunchornsirimongkon, Suan Sunandha Rajabhat University, Bangkok

MBA, lecturer in International College, Suan Sunandha Rajabhat University, Bangkok, Thailand

Research interests: hospitality, hotel management, international tourism market

Published 12 papers in international journals

Morakot Ditta Apichai, Songkhla Rajabhat University, Songkhla

MBA, lecturer in Innovation and Management College, Songkhla Rajabhat University, Songkhla, Thailand

Research interests: entrepreneurship, digital business, service market  

Published 7 papers in international journals


Pattamrangsan, C. (2016) Willingness to pay the entrance fee of visitors to the Royal Park Rajapruek Chiangmai Province. Chiang Mai University.

Department of Environmental Quality (2018). List of certified friendly and environmental hotels. Bangkok press.

Green Hotels Association (2014). What Are Green Hotels. Kasetsart University, Bangkok.

Gronau, W. & Brohlburg, L. (2011). Green Hotels a New Strategy for the Mass Market? A Consumer Study from Cyprus. In: Kagermeier, A. & Reeh, T. (Eds): Trends, Herausforderungen und Perspektiven für die Tourismus geographische Forschung. Mannheim: MetaGis.

Han, H. & Kim, Y. (2010). An investigation of green hotel customers' decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4), 659-668.

Han, X. & Chan, K. (2013). Perception of Green Hotels Among Tourists in Hong Kong: An Exploratory Study. Services Marketing Quarterly, 34(4), 339-352.

Kanchana, S. (2014). Study on the willingness to pay for green hotels. Bangkok: Thailand Research Fund.

Kasikorn Thai Research Centre (2018). Competition and Adaptation of Hotel Business. Available online at: https://www.kasikornbank.com/th/business/sme/

Laroche, M., Bergeron, J. & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. The Journal of Consumer Marketing, 18(6), 503-520.

Ministry of Tourism and Sport (2017). Domestic Tourism Statistic 2017. Available at: https://www.mots.go.th/more_news.php?cid=504&filename=index

Moodie, C., Ford, A., Mackintosh, A.M. & Hastings, G., (2011). Young people’s perceptions of cigarette packaging and plain packaging: an online survey. Nicotine & Tobacco Research, 14(1), 98-105.

Natthadanai, S. (2009). A study of the value of utilization and the willingness to pay fees: a case study of Subdistrict Nakhon Sri Thammarat. Kasetsart University, Bangkok.

Rahman, I. & Reynolds, D. (2016). Predicting green hotel behavioral intentions using a theory of environmental commitment and sacrifice for the environment. International Journal of Hospitality Management, 52, 107-116.

Robinot, E. & Giannelloni, J. (2010). Do hotels “Green” attributes contribute to customer satisfaction? Journal of Services Marketing, 24(2), 157–169.

Rumpapak, L. (2018). Key factors affecting tourists’ decisions to stay at Environmental Friendly Hotels. Polish Journal of Management Studies, 17 (2), 148-157.

Thanawan, M. & Yupaworn, W. (2015). Customers' attitudes affecting the intention to stay and use the services of green hotels. Dusit Thani Journal, 9(1), 37-49.

How to Cite
Kunchornsirimongkon, K., & Apichai, M. (2020). WILLINGNESS TO PAY FOR GREEN HOTELS IN BANGKOK, THAILAND. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (5(24), 17-27. https://doi.org/10.35678/2539-5645.5(24).2020.17-27