People’s motivation, constraints and willingness to pay for green hotels


  • Li-Hui Chang Associate Professor, Department of Tourism Management, National Quemoy University, 1, University Rd., Jinning Township, Kinmen 89250, Taiwan, Phone: +886 935455066, Email:
  • Yu-Chen Hsiao Assistant Professor, Department of Sport Information and Communication, National Taiwan University of Physical Education and Sport, 52-16, Sec. 2, Syuefu Rd., Puzih City, Chiayi County 61363, Taiwan, Phone: +886 933359178, Email:
  • Guych Nuryyev Assistant Professor, International Finance Department, I-Shou University, Kaohsiung, Taiwan, E-mail:
  • Mei-Ling Huang M.S. candidate, School of Tourism Development, Maejo University,Sansai, Chiang Mai, Thailand, Phone: +886 989-791-223, E-mail:


green hotel; motivation; constraint; willingness to pay


The purpose of this study is to examine the relationships among visitors’ demographics, motivations, constraints and willingness to stay in green hotels in Taiwan. The data, consisting of 461 usable questionnaires, were collected from the following green hotels in Taiwan: Hotel Royal Chihpen in Taitung County, Hotel Color in New Taipei City, and Guey Lin Hotel in Taoyuan County. Four hypotheses were developed regarding the effects demographics on motivation and constraints, as well as the effect of the latter two on willingness to pay. The results indicate that demographics are correlated with the visitors’ motivation and constraints, which in turn affect their willingness to pay for green hotels.




How to Cite

Chang, L.-H., Hsiao, Y.-C., Nuryyev, G., & Huang, M.-L. (2015). People’s motivation, constraints and willingness to pay for green hotels. European Journal of Tourism Research, 9, 67–77. Retrieved from