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

Year: 2026

Type: article

Abstract: 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 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.Keywords:Plog's Typology, Sustainability, Willingness to Pay, Green Practices, Consumer Behaviour

Source: DOAJ (DOAJ: Directory of Open Access Journals)

DOI: 10.5281/zenodo.18234223

Authors: Baniya, Rojan, KC, Birendra, Chapagain, Binod

Institutions: Auburn University, University of North Texas, Tennessee Wildlife Resources Agency

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

OpenAlex ID: W7123534640

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