Eco-Certification vs Effort: Impact on Tourist Preference
How Eco-certificate and Effort Influences Hotel Preference
Tags: CUHK Business School, Hong Kong, Consumer Goods & Services, Energy & Environment
This research explores how eco-certificates and eco-efforts influence tourists' preferences for eco-hotels, based on their cognitive decision habits. It finds that tourists with entity (outcome-focused) decision habits prefer eco-certificates, while those with incremental (process-focused) habits respond better to eco-efforts. Applications include customizing hotel marketing strategies to appeal to different customer segments. The study also highlights the role of perceived difficulty in obtaining eco-certificates, which affects decision-making. These insights help eco-hotels effectively target their pro-environmental features to diverse travelers.
IP Type or Form Factor: Discovery & Research; Programme & Content
TRL: 5 - prototype ready for testing in intended environment
Industry or Tech Area: Hospitality & Tourism; Environment & Sustainability
