WILLINGNESS TO PAY FOR GREEN HOTELS IN BANGKOK, THAILAND
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.
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International College Suan Sunandha
Rajabhat University, Bangkok, Thailand