An empirical model for assessing consumer behaviour towards hotel sustainable practices: a study from emerging economy

IF 2.9 Q2 BUSINESS Competitiveness Review Pub Date : 2022-12-27 DOI:10.1108/cr-10-2021-0137

Shikha Sharma, Anupama Mahajan, Naveen Virmani, G. Kukreja, Kamakshi Mehta

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引用次数: 1

Abstract

Purpose Adopting sustainable practices is highly required in hotels. This study aims to assess consumer behaviour towards adopting sustainable practices in hotels. In addition, mediating role of consumer attitude (CAtt) is assessed between consumer awareness (CA) and willingness to pay. Design/methodology/approach An empirical study was carried out to analyse the integrative research model of CA, CAtt and willingness to pay premium price (WTPPP) for sustainable practices adoption in five-star hotels in emerging economies. Responses from 447 respondents were collected and analysed. Structural equation modelling was performed using SPSS 21.0. Findings The research outcomes indicate the partial mediation of CAtt between CA and WTPPP. Furthermore, consumer satisfaction has been found to have a moderating effect on the relationship between CAtt and willingness to pay a premium price. Originality/value The research results add to the literature by analysing prominent factors affecting willingness to pay premium for adopting sustainable practices in five-star hotels.

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评估消费者对酒店可持续实践行为的实证模型——来自新兴经济体的研究

目的采用可持续的做法在酒店中是非常必要的。本研究旨在评估消费者在酒店采用可持续做法方面的行为。此外，评估了消费者态度（CAtt）在消费者意识（CA）和支付意愿之间的中介作用。设计/方法/方法对新兴经济体五星级酒店采用可持续做法的CA、CAtt和支付溢价意愿（WTPP）的综合研究模型进行了实证分析。对447名受访者的答复进行了收集和分析。使用SPSS 21.0进行结构方程建模。研究结果表明，CA和WTPPP之间存在CAtt的部分中介作用。此外，消费者满意度对CAtt和支付溢价意愿之间的关系具有调节作用。原创性/价值研究结果通过分析影响五星级酒店采用可持续做法支付保费意愿的突出因素，为文献增添了内容。

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来源期刊

Competitiveness Review BUSINESS-

CiteScore

6.60

自引率

17.20%

发文量

期刊介绍： The following list indicates the key issues in the Competitiveness Review. We invite papers on these and related topics. Special issues of the Review will collect papers on specific topics selected by the editors. Definition/conceptual framework of competitiveness Competitiveness diagnostics and rankings Competitiveness and economic outcomes Specific dimensions of competitiveness Competitiveness and endowments Competitiveness and economic development Location and business strategy International business and the role of MNCs Innovation and innovative capacity Clusters and cluster initiatives Institutions for competitiveness Public policy (e.g., innovation, cluster development, regional development) The Competitiveness Review aims to publish high quality papers directed at scholars, government institutions, businesses and practitioners. It appears in collaboration with key academic and professional groups in the field of competitiveness analysis and policy, including the Microeconomics of Competitiveness (MOC) network and The Competitiveness Institute (TCI) practitioner network for competitiveness, clusters and innovation.