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

• Main Authors: Joo-Ee, Gan (Author), Seo, Nuli (Author)
• Formato: Livro
• Publicado em: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, 2018-12.
• Assuntos: Article; PeerReviewed
• Acesso em linha: 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...