WILLINGNESS TO PAY FOR GREEN HOTELS IN BANGKOK, THAILAND

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

Abstract

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

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Published
2020-09-30
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