jots

Journal On Tourism & Sustainability

2515-6780

OTS

696669c5709c47384c5a9ec0

10.5281/zenodo.18234224

Tourist Typology, Sustainable Values, And Willingness To Pay For Green Hotels

Baniya

Rojan

0000-0002-3109-819X

rbaniya@auburn.eduKC

Birendra

0000-0002-7949-6672

Birendra.Kc@unt.eduChapagain

Binod

0000-0002-3900-6990

binod.p.chapagain@tn.govHorst Schulze School of Hospitality Management, Auburn University, USADepartment of Hospitality, Event, and Tourism Management, University of North Texas, Denton, Texas, USATennessee Wildlife Resources Agency, Nashville, Tennessee, USA

2431

10012026

13012026

Tourists’ sustainable behavior is a topic of great interest to scholars. This study addresses a gap in the literature by examining the relationships among personality traits, sustainability values, and willingness to pay (WTP) for green hotels, based on 522 survey responses. The results indicate that individuals with different personality traits do not differ significantly in socio-cultural and economic values, but they do differ significantly in environmental values. Allocentric individuals demonstrate the highest sustainable ecological values, while psychocentric individuals show the least. Similarly, allocentric and mid-centric perspectives are more inclined towards WTP for green hoteTourists’ sustainable behavior is a topic of great interest to scholars. This study addresses a gap in the literature by examining the relationships among personality traits, sustainability values, and willingness to pay (WTP) for green hotels, based on 522 survey responses. The results indicate that individuals with different personality traits do not differ significantly in socio-cultural and economic values, but they do differ significantly in environmental values. Allocentric individuals demonstrate the highest sustainable ecological values, while psychocentric individuals show the least. Similarly, allocentric and mid-centric perspectives are more inclined towards WTP for green hotels, unlike psychocentric ones. These findings have practical implications for the tourism industry, suggesting that psychographics can provide unique insights into tourists' behavior. This could empower tourism practitioners to predict sustainability values and WTP and shape their marketing strategies accordingly.ls, unlike psychocentric ones. These findings have practical implications for the tourism industry, suggesting that psychographics can provide unique insights into tourists' behavior. This could empower tourism practitioners to predict sustainability values and WTP and shape their marketing strategies accordingly.

Plog's TypologySustainabilityWillingness to PayGreen PracticesConsumer Behaviour

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