The impact of customers' attitudes towards green hotels on their willingness to pay and their recurrence intentions

The purpose of this paper is to investigate The Attitude of consumers about green hotels: how a green hotel image can influence Willingness to pay and Revisit intention.

A quantitative research methodology using a questionnaire has been proposed. To test the model developed we used the Structural equations model (SEM) approach. As noted, all constructs were assessed using 5-point Likert type scales.

The consumers using hotel services are conscious about environmentally friendly practices in IRAN. They patronize the hotels that have adapted green practices though not compromising on service quality. The consumers would prefer to use lodging that follows these practices with willing to pay extra for these services. Also attitude of consumers about green hotels that effect on positive word of mouth and revisit intention.