ÇEVRE BİLİNCİ VE ALGILANAN YEŞİL OTEL UYGULAMALARININ YEŞİL OTELLERDE KALMA NİYETİ VE DAHA FAZLA ÖDEME NİYETİ ÜZERİNDEKİ ETKİSİ
EFFECT OF ENVIRONMENTAL CONSCIOUSNESS AND PERCEIVED GREEN HOTEL APPLICATIONS ON THE INTENTION TO STAY IN GREEN HOTELS AND WILLINGNESS TO PAY A PREMIUM

Summary/Abstract: Due to the concerns about environmental pollution increase and the raising awareness of the negative impacts of hotels on the environment it is recognized that the hotel industry has a responsibility to contribute to the protection of the environment. The aim of this study is to determine the effect of environmental consciousness on the intention to pay more and the intention to stay. Beside the effects of green hotel practices and environmental awareness on the intention to pay more and the intention to stay are compared. In addition, environmental awareness and green hotel applications were examined according to demographic characteristics. Results from 400 completed responses to a survey instrument revealed that environmental consciousness positively affects stay intention and willingness to pay a premium. It is also found that environmental consciousness was more influential than perceived green hotel applications in terms of stay intention and willingness to pay a premium. Regarding the demographic characteristics, female and higher educated persons are more inclined to be environmentally friendly.

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