An exploratory study on tourist perception of green hotels: Empirical evidence from Thailand

The ongoing decline of significant parts of the natural environment has elevated environmental awareness and has generated increased consumer interest in products such as green hotels. These hotels differ from conventional hotels by specifically appealing to environmentally sensitive consumers and offering a value proposition based on the adoption of green management practices. The emergence of green hotels as an alternative form of lodging offers opportunities for the hospitality sector to offer products and services that specifically promote sustainable approaches to accommodation. The study examines how international tourists in Phuket, Chiang Mai, and Bangkok perceive Thai green hotels. Forty-six semistructured interviews were undertaken and thematically analyzed. The findings revealed that tourists are generally aware of the environmental benefits that stem from green hotels. Limited availability and narrow variety as well as financial considerations and marketing transparency were the most important factors considered by respondents when considering green hotels. Theoretical implications for tourism researchers and practical implications for hotel managers are discussed.