Willingness to Pay for Sustainable Hotel Services As a Perspective of Pro-Environmental Behaviors of Hotel Guests

Pro-environmental behaviors foster hotel sustainability, including the achievement of environmental goals. The willingness to pay more for sustainable hotel services should be considered a key pro-environmental behavior. The purpose of this study is to identify the relationship between hotel guests' willingness to pay more for sustainable services in regard to their pro-environmental behavior and selected socioeconomic characteristics. Two main research methods were used: a systematic literature review and a diagnostic survey. A total of 1317 questionnaires were collected from guests of six Polish hotels. The relationship between guests' willingness to pay more for sustainable hotel services and their environmental beliefs was observed. Relationships (positive and negative) between pro-environmental (mitigating) behaviors and willingness to pay higher costs for sustainable services were also noted. Moreover, guests with a higher financial status and education as well as younger guests were found to be more likely to accept higher prices for sustainable hotel services.