The Value of Going Green in the Hotel Industry: Evidence from Beijing

Li Zhang · Jing Ran Wu · Hongyu Liu · Xiaoling Zhang

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Environmental Sustainability in Business Diverse Aspects of Tourism Research Sustainable Building Design and Assessment

Abstract

Abstract Based on several unique datasets in Beijing, this article investigates the value of going green in the hotel industry by combining the traditional hedonic pricing model with the state‐of‐the‐art content analysis of online reviews. The results indicate that the rate of complaints about the indoor environmental quality of green hotels is roughly 19% lower than that for nongreen hotels. Hedonic regression analysis concludes that green hotels enjoy a significant room rate premium of 6.5% without reducing occupancy rates, mainly due to improved indoor environmental quality. Recognizing the presence of such cobenefits is likely to induce hoteliers to embrace green practices.

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References

1974Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition 2007Electronic word-of-mouth in hospitality and tourism management 1994Optimal Dynamic Pricing of Inventories with Stochastic Demand over Finite Horizons 2010Understanding how consumers view green hotels: how a hotel's green image can influence behavioural intentions 2009Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process 2011Consumers’ willingness to pay for green initiatives of the hotel industry 2010Intention to pay conventional-hotel prices at a green hotel – a modification of the theory of planned behavior 1976Product Performance and Consumer Satisfaction: A New Concept

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