Millennials' environmental awareness, price sensitivity and willingness to pay for green hotels / Joo-Ee Gan and Seo Nuli

• প্রধান লেখক: Joo-Ee, Gan (লেখক), Seo, Nuli (লেখক)
• বিন্যাস: গ্রন্থ
• প্রকাশিত: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, 2018-12.
• বিষয়গুলি: Article; PeerReviewed
• অনলাইন ব্যবহার করুন: Link Metadata

This study analyse the Malaysian millennials' willingness to pay for green hotels. Through a survey with millennials as market segment, the exploratory study sought to examine the respondents' level of environmental awareness and price sensitivity. The findings suggest that environmental a...