What type of study is this?

This is a Quantitative Study study.

What question did this study set out to answer?

This research aims to identify factors influencing international tourists' motivation and intention to select green hotels in Chiang Mai, Thailand.

May 6, 2026SustainabilityOpen Access

Determinants of International Tourists’ Green Hotel Choice: The Role of Sustainability Image, ESG Perception, and Motivation in Chiang Mai, Thailand

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This research aims to identify factors influencing international tourists' motivation and intention to select green hotels in Chiang Mai, Thailand.
Quantitative research design using a structured questionnaire survey
Sample size of 350 international tourists
Data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM)
Sustainability image, perceived ESG, and trust in green hotels significantly influence tourists' motivation to choose green hotels.
Trust exhibits the strongest effect on motivation.
Motivation to choose green hotels positively influences Green Hotel Selection Intention.
Environmental awareness and perceived value for money do not significantly affect motivation.

Discussion

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Implication

Quantitative analysis reveals sustainability perceptions affect international tourists' green hotel choices in Chiang Mai, suggesting digital marketing strategies enhance trust.

Cite This Study

Kilnsreesuk et al. (2026) studied this question.

synapsesocial.com/papers/69fa8e3804f884e66b5309d4 https://doi.org/10.3390/su18094510

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Implication

Quantitative analysis reveals sustainability perceptions affect international tourists' green hotel choices in Chiang Mai, suggesting digital marketing strategies enhance trust.

Determinants of International Tourists’ Green Hotel Choice: The Role of Sustainability Image, ESG Perception, and Motivation in Chiang Mai, Thailand

Key Points

Discussion

Implication

Cite This Study

Determinants of International Tourists’ Green Hotel Choice: The Role of Sustainability Image, ESG Perception, and Motivation in Chiang Mai, Thailand

Key Points

Discussion

Implication

Cite This Study

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