Readiness to Spend on Green Hotels in Bangkok, Thailand

Abstract

This research aimed to study consumer readiness to spend for green hotels through the use of questionnaire. The data was collected from 385 consumers who purchased products or services at green hotels in Bangkok. The results showed that their enthusiasm to spend for hotels that have made substantial changes to its structure to mitigate its effect on the natural environment is high. Moreover, the research findings have showed that consumers' level of sex, age and education has a major impact on the readiness to spend for green hotels. The outcome of this research supports hotel operators and academic institutes in order to encourage application of sustainable policies and practices in hotels. In consequence, more environmentally concerned consumers are drawn to green hotels.