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Sustainability and customers’ hotel choice behaviour: a choice-based conjoint analysis approach

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  • Vivek Kumar Verma

    (Indian Institute of Technology, Indian School of Mines)

  • Bibhas Chandra

    (Indian Institute of Technology, Indian School of Mines)

Abstract

Due to rising environmental concern and awareness amongst consumers, efforts to make hotel operations sustainable are becoming increasingly important. The study here is designed to investigate the contributions of sustainability in consumers’ overall hotel choice decision, particularly which attributes of sustainability is relatively more important amongst others. Data were collected using both qualitative (word association test) and quantitative (orthogonal choice design survey) measures from the sample of 168 and 405 hotel customers, respectively, through purposive sampling technique. The qualitative research identified that customers perceive energy conservation, recycling, and greenscaping as key sustainable practices pertaining to the hotel industry. The findings of choice-based conjoint analysis confirm that sustainability is the most preferred attribute in the hotel choice decision in the present milieu. Moreover, consumers strongly associate greenscaping with the sustainable practices most in the hotel industry. The study significantly contributes to the measurement of sustainability in theory and practice in hospitality and tourism industry.

Suggested Citation

  • Vivek Kumar Verma & Bibhas Chandra, 2018. "Sustainability and customers’ hotel choice behaviour: a choice-based conjoint analysis approach," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 20(3), pages 1347-1363, June.
    • Handle: RePEc:spr:endesu:v:20:y:2018:i:3:d:10.1007_s10668-017-9944-6
    DOI: 10.1007/s10668-017-9944-6
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    References listed on IDEAS

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    1. Laura Caso & Víctor Iglesias & Francisco Javier Ballina, 2015. "Quality Certifications as Hotel Selection Criteria," Springer Books, in: Marta Peris-Ortiz & José Álvarez-García & Carlos Rueda-Armengot (ed.), Achieving Competitive Advantage through Quality Management, edition 127, chapter 0, pages 95-110, Springer.
    2. Goldberg, Stephen M & Green, Paul E & Wind, Yoram, 1984. "Conjoint Analysis of Price Premiums for Hotel Amenities," The Journal of Business, University of Chicago Press, vol. 57(1), pages 111-132, January.
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    1. Wei Fu & Shengnan Wei & Jue Wang & Hak-Seon Kim, 2022. "Understanding the Customer Experience and Satisfaction of Casino Hotels in Busan through Online User-Generated Content," Sustainability, MDPI, vol. 14(10), pages 1-18, May.
    2. Hyun-Jeong Ban & Hayeon Choi & Eun-Kyong Choi & Sanghyeop Lee & Hak-Seon Kim, 2019. "Investigating Key Attributes in Experience and Satisfaction of Hotel Customer Using Online Review Data," Sustainability, MDPI, vol. 11(23), pages 1-13, November.
    3. J. Shanti & Gaurav Joshi, 2022. "Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(4), pages 5764-5782, April.
    4. C.N.R. Wijesundara & Ali Khatibi & S.M. Ferdous Azam & Jacquline Tham, 2024. "Extent of Corporate Sustainability Adoption in the Hospitality Industry: A Case Study of Tourist Hotels in Sri Lanka," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 79-92, September.
    5. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    7. Daniel Murphy, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," Post-Print hal-02458480, HAL.
    8. Tim Fichter & Juan Carlos Martín & Concepción Román, 2023. "Young Segment Attitudes towards the Environment and Their Impact on Preferences for Sustainable Tourism Products," Sustainability, MDPI, vol. 15(24), pages 1-20, December.
    9. Fa Wang & Haifeng Wang & Joung Hyung Cho, 2022. "Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis," Sustainability, MDPI, vol. 14(6), pages 1-13, March.
    10. Mihaela Simona Moise & Irene Gil-Saura & Maja Šerić & Maria Eugenia Ruiz Molina, 2019. "Influence of environmental practices on brand equity, satisfaction and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 646-657, November.
    11. Sürücü, Lütfi & Şeşen, Harun, 2019. "Entrepreneurial Behaviors in the Hospitality Industry: Human Resources Management Practices and Leader Member Exchange Role," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 66, pages 114-132.
    12. Igor Trišić & Snežana Štetić & Donatella Privitera & Marko D. Petrović & Marija Maksin & Slavoljub Vujović & Zoran Jovanović & Marija Kalinić, 2021. "Perspectives on Sustainable Tourism Development in the Hotel Industry—A Case Study from Southern Europe," Sustainability, MDPI, vol. 13(10), pages 1-15, May.

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