The Importance of Green Certification Labels/Badges in Online Hotel Booking Choice: A Conjoint Investigation of Consumers’ Preferences Pre- and Post-COVID-19

IF 3.4 4区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Cornell Hospitality Quarterly Pub Date : 2023-07-04 DOI:10.1177/19389655231184474

G. Assaker, P. O'Connor

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Abstract

In light of travelers’ growing preference for sustainable hotel accommodation, this study investigated the relative importance of green certification labels/badges in online hotel selection/booking choice. A conjoint analysis was performed on seven online hotel attributes (including green certification labels/badges) in two specific scenarios (imagining they were booking in a pre- and post-COVID-19 setting) using 270 U.S. subjects surveyed in April 2020. The results revealed that green certification labels/badges do impact travelers’ online hotel booking choice, but not as much as cancellation policies, hotel rating, price, and location. Price in particular exerted a greater influence on travelers’ booking preferences in the post-COVID-19 scenario. Yet, a significant percentage of travelers (around 40% in both scenarios) were willing to pay more for a hotel with green certification. These results contribute to our theoretical and practical understanding of the factors that influence online hotel booking, as well as the power of green certification labels/badges in driving online hotel bookings in the pre-and post-COVID-19 contexts.

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绿色认证标签/徽章在在线酒店预订选择中的重要性:一项针对新冠肺炎疫情前后消费者偏好的联合调查

鉴于旅行者对可持续酒店住宿的偏好日益增加，本研究调查了绿色认证标签/徽章在在线酒店选择/预订选择中的相对重要性。在2020年4月调查的270名美国受试者中，对两种特定情况下(想象他们在covid -19之前和之后的环境中预订)的7个在线酒店属性(包括绿色认证标签/徽章)进行了联合分析。结果显示，绿色认证标签/徽章确实会影响旅行者的在线酒店预订选择，但影响程度不及取消政策、酒店评级、价格和位置。在新冠肺炎疫情后的情况下，价格对旅行者预订偏好的影响尤其大。然而，相当比例的旅行者(两种情况下都约为40%)愿意为拥有绿色认证的酒店支付更多费用。这些结果有助于我们从理论和实践上理解影响在线酒店预订的因素，以及绿色认证标签/徽章在covid -19之前和之后的背景下推动在线酒店预订的力量。

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来源期刊

Cornell Hospitality Quarterly Multiple-

CiteScore

8.50

自引率

2.90%

发文量

期刊介绍： Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.