ABSTRACT There is an increased demand for the hospitality and tourism industry to be more sustainable. The sustainability movement in the industry requires concerted efforts, where businesses need to go beyond their ongoing “business as usual” working philosophy to encapsulate broader implications for economic growth, social responsibility, and environmental conservation. Indeed, consumer choices and demands drive the industry, where consumers play a vital role in fueling a green movement in the hospitality and tourism industry. We collected and analyzed more than 500 qualitative responses from tourists to comprehend their willingness to pay (WTP) for sustainable tourism.
KC et al. (2026) studied this question.