According to this study, consumers seemed ready to incorporate “green” hotels into their
traveling excursions. Based on the results from this study, consumers had a positive perception
of green hotels. This research discussed three main conservation methods that included water
conservation, energy conservation, and waste reduction. The most important conservation
method to the consumers surveyed was energy conservation (89.6%). Most travelers are willing
to stay in green hotels. However, hoteliers should be prepared to come up with some form of
incentive to motivate some consumers to support their green practices. In addition, hoteliers
should adopt green practice as an organizational culture and find ways to promote their green
practices as a competitive advantage. Although this study indicates that the majority of the guests
are not willing to pay more for a green room, 25% of the guests are willing to pay more. A
strategic hotelier should recognize this and price rooms competitively with adequate promotions
to curtail the potential negative perceptions.
Some of the limitations of this study include the sample selection and the number of
participants in the study. A random sample of consumers in various regions of the country could
provide a more representative and generalizable result.