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Analysis of Association Rules for Travelers Staying at ESG-Certified Hotels in Taiwan

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  • Wei-Hsiung Chang

    (Department of Tourism Management, Nanhua University, 55 Sec. 1, Nanhua Rd, Dalin Township, Chiayi County 622301, Taiwan)

  • Tzu-Yao Lin

    (Department of Tourism Management, Nanhua University, 55 Sec. 1, Nanhua Rd, Dalin Township, Chiayi County 622301, Taiwan)

  • Yen-Ying Huang

    (Department of Communication, Nanhua University, 55 Sec. 1, Nanhua Rd, Dalin Township, Chiayi County 622301, Taiwan)

Abstract

This study investigates the behavioral determinants of tourists’ selection of ESG-certified hotels by applying association rule mining to 895,962 valid records derived from datasets of the Ministry of Transportation and the Ministry of Environment. Tourists were classified into three groups based on length of stay. The results reveal strong associations between ESG hotel choice and factors such as gender, age, port of entry, transport mode, and arrival city, with prominent patterns including “Kaohsiung Port,” “Age 30–39,” and “Airplane.” This study offers both theoretical contributions and actionable policy implications, advocating data-driven strategies to advance sustainable hotel management and effectively engage high-potential market segments.

Suggested Citation

  • Wei-Hsiung Chang & Tzu-Yao Lin & Yen-Ying Huang, 2025. "Analysis of Association Rules for Travelers Staying at ESG-Certified Hotels in Taiwan," Sustainability, MDPI, vol. 17(18), pages 1-19, September.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:18:p:8396-:d:1753056
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