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This research aims to explore how tourists’ perceptions of ESG practices influence their premium payment behavior in community-based homestays.

June 17, 2026Tourism and HospitalityOpen Access

How ESG Signals Shape Tourists’ Premium-Paying Behavior in Community-Based Homestays

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Randomized trial examines how ESG signals affect premium payments in community-based homestays, indicating the importance of trust.

This research aims to explore how tourists’ perceptions of ESG practices influence their premium payment behavior in community-based homestays.
Data collected from 300 international tourists visiting Mae Kampong Village, Thailand.
Analyzed using partial least squares structural equation modeling (PLS-SEM).
Model evaluation included PLSpredict, Q2_predict, and Cross-Validated Predictive Ability Test (CVPAT).
ESG perception significantly enhances community sustainability image, trust, and booking intention.
Trust partially mediates the relationship between ESG perception and both booking intention and willingness to pay a premium.
Environmental concern influences willingness to pay a premium, but its moderating effect is not supported.

Tandamrong et al. (2026) studied this question.

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