The impact of customers' attitudes towards green hotels on their willingness to pay and their recurrence intentions

Subject Areas : Jounal of Marketing Management

Mohammad ail abdolvand ¹ ( Assistant Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran )
arezoo naeimi majd ² ( PhD Student in Higher Education Management, Science and Research Unit, Islamic Azad University, Tehran, Iran )
ali mohammadzadeh ³ ( MSc in Executive Management, Iran University of Science and Technology, Tehran, Iran )

Received: 2019-07-14 Accepted : 2019-11-10 Published : 2018-07-23

Keywords: WOM, Willingness to pay, Green hotel, Quality attributes, Revisit intention, Attitude,

Abstract :

Purpose: The purpose of this paper is to investigate The Attitude of consumers about green hotels: how a green hotel image can influence Willingness to pay and Revisit intention. Design/Methodology/Approach: A quantitative research methodology using a questionnaire has been proposed. To test the model developed we used the Structural equations model (SEM) approach. As noted, all constructs were assessed using 5-point Likert type scales. Findings: The consumers using hotel services are conscious about environmentally friendly practices in IRAN. They patronize the hotels that have adapted green practices though not compromising on service quality. The consumers would prefer to use lodging that follows these practices with willing to pay extra for these services. Also attitude of consumers about green hotels that effect on positive word of mouth and revisit intention.

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