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The effect of consumer scepticism on the perceived value of a sustainable hotel booking


Ponnapureddy, Sindhuri; Priskin, Julianna; Ohnmacht, Timo; Vinzenz, Friederike; Wirth, Werner (2017). The effect of consumer scepticism on the perceived value of a sustainable hotel booking. Journal of Tourism & Hospitality, 6(5):312-319.

Abstract

Tourists find it hard to evaluate the advantages of a sustainable hotel and others may be even sceptical about sustainable tourism altogether. The study reported here was designed to investigate the associations between perceived benefits, perceived costs, and perceived value while booking a sustainable hotel. In addition, the moderating role of scepticism is assessed relating the paths linking the study variables. The study is based on an online survey carried out with1056 respondents in the USA. The results of structural equation modeling indicate that the perceived benefits, both authentic and environmental benefits were significantly influencing perceived value; and perceived value had a significant influence on booking intentions. The moderating effect of scepticism on authentic benefit perceptions with perceived value suggests that when respondents are sceptical about sustainability in general, it alters the relationship between authentic benefit perceptions and perceived value showing a negative impact. The study provides implications for sustainable hotel marketing by emphasising the need to understand how potential consumers perceive the sustainable product value and how this affects their booking intentions.

Abstract

Tourists find it hard to evaluate the advantages of a sustainable hotel and others may be even sceptical about sustainable tourism altogether. The study reported here was designed to investigate the associations between perceived benefits, perceived costs, and perceived value while booking a sustainable hotel. In addition, the moderating role of scepticism is assessed relating the paths linking the study variables. The study is based on an online survey carried out with1056 respondents in the USA. The results of structural equation modeling indicate that the perceived benefits, both authentic and environmental benefits were significantly influencing perceived value; and perceived value had a significant influence on booking intentions. The moderating effect of scepticism on authentic benefit perceptions with perceived value suggests that when respondents are sceptical about sustainability in general, it alters the relationship between authentic benefit perceptions and perceived value showing a negative impact. The study provides implications for sustainable hotel marketing by emphasising the need to understand how potential consumers perceive the sustainable product value and how this affects their booking intentions.

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Additional indexing

Item Type:Journal Article, not_refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:Perceived value, Benefits, Costs, scepticism, booking intentions, sustainable hotel
Language:English
Date:28 October 2017
Deposited On:28 Jan 2019 11:16
Last Modified:08 May 2019 13:48
Publisher:OMICS Publishing Group
ISSN:2167-0269
OA Status:Hybrid
Free access at:Publisher DOI. An embargo period may apply.
Publisher DOI:https://doi.org/10.4172/2167-0269.1000312

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