| 520 สาระสังเขป |
This study investigated the factors that influence tourists willingness to pay premium for sustainable hotels. The researchers conducted a survey with 432 participants and analyzed the data using regression analysis. The study tested hypotheses between attitudes, subjective norm and environmental concerns were positively associated with willingness to pay premium. The previously mentioned results highlight the importance of targeted marketing approaches and the potential for sustainable hotels to draw in certain target audiences and those who have strong environmental beliefs. The study is conclusions demonstrate how attitudes, arbitrary conventions, and environmental concerns all have a significant impact on consumers willingness to pay premium for sustainable hotel accommodations. These findings underscore the potential for targeted marketing strategies to appeal to eco-conscious consumers and suggest that environmental values are increasingly influencing purchasing decisions in the hospitality sector. This study also actively informs the development of targeted strategiesfor hoteliers to attract eco-conscious consumers, by highlighting the significance of demographic and psychosocial factors, the research helps create more effective marketing campaigns and business models that align with environmental values. It may drive increased patronage and foster loyalty among sustainability-minded guests. This is the ground work for further research and practical applications that advance the industry is move towards greater environmental responsibility. |