How sustainable practices influence guests’ willingness to pay a price premium in Fiji

Gupta, Vikas and Sharma, Savita and Sinha, Sunil K. (2023) How sustainable practices influence guests’ willingness to pay a price premium in Fiji. Worldwide Hospitality and Tourism Themes, 15 (3). pp. 269-278. ISSN 1755-4217

PDF - Accepted Version Restricted to Repository staff only Download (245kB) | Request a copy

Abstract

Purpose
This study seeks to determine the effect of sustainable practices on willingness to pay a price premium (WTPP) in the hotels and resorts in the Fiji islands. It will also assess how implementing these sustainable practices influences guest re-visit intentions.

Design/methodology/approach
A qualitative research technique was used which included in-depth interview sessions with ten Fijian resort managers and 15 hotel guests. The website of Etic Hotels was also used to gather data about the green practices provided by resorts and hotels. A non-random purposive sampling method was used to select respondents.

Findings
Results indicate that implementing sustainability practices has significantly and positively affected guest intentions to return to Fijian Hotels and resorts. The results also demonstrated that customers are willing to pay a higher price for the use of environmentally friendly practices in Fiji's hotels and resorts.

Originality/value
Though a few studies have been conducted examining the linkages between sustainable practices and the Fijian hotel industry, this article is a novel exploration of the use of sustainable practices in hotels and resorts and how they influence guest re-visit intentions and WTPP in Fiji Islands.

Item Type:	Journal Article
Uncontrolled Keywords:	Sustainable practices, Fiji Islands, Consumer behaviour, Green practices
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	School of Business and Management (SBM)
Depositing User:	Vikas Gupta
Date Deposited:	29 May 2023 21:15
Last Modified:	29 May 2023 21:15
URI:	https://repository.usp.ac.fj/id/eprint/13977

Actions (login required)

View Item