The Causal Model Development of the Factors Affecting on Customers to The Willingness to Pay for Green Hotels

Abstract

The objectives of the study were 1) to explore the factors level of willingness to pay for the green hotels, factors of value of green hotels, attitude of green hotels and consumer behavior of green hotels, 2) To construct and develop the hypothetical causal model of the factors inflencing the Willingness to Pay for Green Hotels, 3) To verify the conformity between developed hypothetical causal model and the empirical data. The data from 1) Value 2) Attitude and 3) Behavior for green hotel. The research study was conducted by using questionnaires as tool to collect data with 400 customers in Samui Island. The data were statistically analyzed in Basic Statistics, correlation,structural equation modeling, and path analysis. The results of this study were as follows the factors value of green hotels, attitude of green hotels and consumer behavior of green hotels were Inflence on the willingness to pay for the green hotels in KohSamui District, Surat Thani province for 71.50 %.