Marija Vukadin
- University of Novi Sad, Faculty of Sciences, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia
Dajana Kopuz
- University of Novi Sad, Faculty of Sciences, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia
Andjela Bučić
Milica Solarević
- University of Novi Sad, Faculty of Sciences, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia
Abstract:
Hotels that respect green practices are becoming an emerging trend in hospitality, with increasing support from customers. The aim of the study is to determine the extent to which consumers recognize the importance of green hotels and whether behavior influences their willingness to pay more for accommodation in such establishments.
Using the Theory of Planned Behavior (TPB) as a framework, the question¬naire was extended by the dimension “willingness to pay more” (WTP). An online survey was conducted, and data were collected from a total of 182 respondents. Descriptive statistical analysis was used to examine the sample profile. Spearman’s correlation coefficient was used to address the correlation between TPB dimensions, and regression analysis was used to determine the influence of behavior on WTP.
Results of the research showed a strong positive correlation between TPB dimensions, while also revealing that behavior influences consumers’ willingness to pay more for green hotels.
9th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era - 9th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era
Published by: Association of Economists and Managers of the Balkans; Faculty of Tourism and Hospitality, Ohrid, North Macedonia
ISBN: 9788680194943 , ISSN: 26835673 , DOI: 10.31410/tmt.2024-2025
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.