Heterogeneity in green hotel preferences: A dual-pathway analysis of direct and psychological drivers
通过离散选择实验和混合选择模型，研究揭示了个人特征和行为助推如何通过直接和间接心理路径影响游客对绿色酒店的支付意愿，发现社会规范助推对高社会比较倾向者效果显著。
Addressing the challenge of preference heterogeneity is critical for promoting pro-environmental behaviour in the travel and tourism industry. This study investigates tourist preferences for green hotels by analysing how individual traits and behavioural nudges shape their willingness to pay for sustainability. Using a discrete choice experiment and hybrid choice model, the research identifies a dual-pathway mechanism shaping preferences: direct observable determinants, such as travel frequency and urban residency, and indirect psychological drivers mediated by an individual’s Social Comparison Orientation (SCO), through which gender and age exert influence. Assessing two nudges shows that social norm nudging significantly raises willingness to pay for sustainability, especially among high-SCO individuals, whereas informational nudging shows limited effect. These findings emphasise the importance of socially-oriented cues in promoting sustainability and offer practical strategies for the hospitality industry.