Tourist Typology, Sustainable Values, And Willingness To Pay For Green Hotels

Tourists’ sustainable behavior is a topic of great interest to scholars. This study addresses a gap in the literature by examining the relationships among personality traits, sustainability values, and willingness to pay (WTP) for green hotels, based on 522 survey responses. The results indicate that individuals with different personality traits do not differ significantly in socio-cultural and economic values, but they do differ significantly in environmental values. Allocentric individuals demonstrate the highest sustainable ecological values, while psychocentric individuals show the least. Similarly, allocentric and mid-centric perspectives are more inclined towards WTP for green hotels, unlike psychocentric ones. These findings have practical implications for the tourism industry, suggesting that psychographics can provide unique insights into tourists' behavior. This could empower tourism practitioners to predict sustainability values and WTP and shape their marketing strategies accordingly.Keywords:Plog's Typology, Sustainability, Willingness to Pay, Green Practices, Consumer Behaviour