Chinese customers’ attitudes towards sustainable practices in luxury resort hotels and their behavioural intention to pay

Wang, Minhan and Tabari, Saloomeh ORCID: https://orcid.org/0000-0002-0645-4789 2024. Chinese customers’ attitudes towards sustainable practices in luxury resort hotels and their behavioural intention to pay. Tabari, S., Colmekcioglu, N. and Chen, W., eds. Emerging Trends in Consumer Behaviour in the Service Sector, Oxford: Goodfellow Publishers, (10.23912/9781915097644-5808)

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Abstract

With the changing environment and the times, sustainability has become the hottest topic at this stage, and this is reflected in the hospitality industry. This chapter will focus on sustainability, relating it to customers’ attitudes towards sustainability in resorts and analysing their intention to pay. To gain a deeper understanding of the relationship between customers and sustainability, this chapter will focus more on luxury resorts and Chinese customers to understand what their attitudes are towards sustainable practices in luxury resorts and their payment intentions. This research will take a quantitative approach, using questionnaires to arrive at data presented in charts and tables, which are more conducive to helping us discover the relationship between the data. The study found that Chinese consumers have a positive attitude towards sustainable behaviour in hotels and a significant positive relationship with intention to pay, but this also has a strong relationship with education level. Respondents with positive attitudes were more likely to base their level of willingness to pay on their ability to pay. These results agree with previous literature examining the positive influence between sustainability and customers. However, unlike the factors found in some studies, this study found education level to be a significant factor. This chapter provides a detailed study of Chinese customers of luxury resorts, by understanding their attitudes and motivations to take relevant sustainability measures.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Goodfellow Publishers
ISBN:	9781915097620
Last Modified:	04 Mar 2025 11:15
URI:	https://orca.cardiff.ac.uk/id/eprint/176601

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