Daniel Puciato

Faculty of Finance and Management, WSB University in Wrocław, Wrocław, Poland

E-mail: daniel.puciato@wsb.wroclaw.pl

ORCID 0000-0002-2390-6038

Willingness to pay for sustainable hotel services as a perspective of pro-environmental behaviors of hotel guests

Adam R. Szromek

Faculty of Organization and Management, Silesian University of Technology, Poland

E-mail: szromek@polsl.pl

ORCID0000-0003-4989-9785

Marek Bugdol

Faculty of Economy, Finance and Management, Jagiellonian University, Kraków, Poland

E-mail: marek.bugdol@uj.edu.pl

ORCID 0000-0001-9993-7765

Abstract. Pro-environmental behaviors foster hotel sustainability, including the achievement of environmental goals. The willingness to pay more for sustainable hotel services should be considered a key pro-environmental behavior. The purpose of this study is to identify the relationship between hotel guests' willingness to pay more for sustainable services in regard to their pro-environmental behavior and selected socioeconomic characteristics. Two main research methods were used: a systematic literature review and a diagnostic survey. A total of 1317 questionnaires were collected from guests of six Polish hotels. The relationship between guests' willingness to pay more for sustainable hotel services and their environmental beliefs was observed. Relationships (positive and negative) between pro-environmental (mitigating) behaviors and willingness to pay higher costs for sustainable services were also noted. Moreover, guests with a higher financial status and education as well as younger guests were found to be more likely to accept higher prices for sustainable hotel services.

Received: March, 2022

1st Revision: January, 2023

Accepted: March, 2023

DOI: 10.14254/2071-789X.2023/16-1/8

JEL Classification: D22, Z39

Keywords: pro-environmental behaviors, sustainable services, hotel guests, willingness to pay, tourism