Heterogeneity in green hotel preferences: A dual-pathway analysis of direct and psychological drivers

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.