The Importance of Green Certification Labels/Badges in Online Hotel Booking Choice: A Conjoint Investigation of Consumers' Preferences Pre- and Post-COVID-19

被引：6

作者：

Assaker, Guy ^{[1
]}

O'Connor, Peter ^{[2
,3
]}

机构：

[1] Lebanese Amer Univ, Adnan Kassar Sch Business, Hospitality & Mkt, Byblos, Lebanon

[2] Univ South Australia, Business Sch, Ctr Enterprise Dynam Global Econ C EDGE, Adelaide, Australia

[3] Univ South Australia, Business Sch, Strateg Management, City West Campus, Adelaide, SA 5001, Australia

来源：

CORNELL HOSPITALITY QUARTERLY | 2023年 / 64卷 / 04期

关键词：

green certification; online hotel selection; COVID-19; conjoint analysis; WORD-OF-MOUTH; GUESTS PERCEPTIONS; SUSTAINABILITY; DETERMINANTS; INDUSTRY; SATISFACTION; HOSPITALITY; INTENTIONS; ATTRIBUTES;

D O I：

10.1177/19389655231184474

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In light of travelers' growing preference for sustainable hotel accommodation, this study investigated the relative importance of green certification labels/badges in online hotel selection/booking choice. A conjoint analysis was performed on seven online hotel attributes (including green certification labels/badges) in two specific scenarios (imagining they were booking in a pre- and post-COVID-19 setting) using 270 U.S. subjects surveyed in April 2020. The results revealed that green certification labels/badges do impact travelers' online hotel booking choice, but not as much as cancellation policies, hotel rating, price, and location. Price in particular exerted a greater influence on travelers' booking preferences in the post-COVID-19 scenario. Yet, a significant percentage of travelers (around 40% in both scenarios) were willing to pay more for a hotel with green certification. These results contribute to our theoretical and practical understanding of the factors that influence online hotel booking, as well as the power of green certification labels/badges in driving online hotel bookings in the pre-and post-COVID-19 contexts.

引用

页码：401 / 414

页数：14

共 7 条

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