Which Factors Affect the Willingness of Tourists to Pay for Renewable Energy?

I. Kostakis
Harokopio University, Athens, Greece

E. Sardianou
Harokopio University, Athens, Greece

Ladda ner artikelhttp://dx.doi.org/10.3384/ecp110572578

Ingår i: World Renewable Energy Congress - Sweden; 8-13 May; 2011; Linköping; Sweden

Linköping Electronic Conference Proceedings 57:39, s. 2578-2585

Visa mer +

Publicerad: 2011-11-03

ISBN: 978-91-7393-070-3

ISSN: 1650-3686 (tryckt), 1650-3740 (online)


This study presents insights into the determinants of tourists’ intention to pay a premium for accommodation in a hotel with renewable energy sources. The empirical analysis is based on the estimation of binary logistic regression models. Four subsets of independent variables were used in this empirical analysis; namely: (i) demographic factors; (ii) economic variables; (iii) past experience with regard to renewable energy sources and (iv) variables regarding environmental awareness and information dissemination. Empirical results suggest that middle-aged people are probably more willing to pay for their stay in a hotel using renewable energy. In general; men are more likely than women to pay extra money for accommodation in a “green” hotel. However; the results suggest that marital status and educational level are not statistically significant factors in the willingness to pay more. Rather; environmentally-conscious and adequately informed tourists are more willing to pay for renewable energy than others. Our analysis is focused on intention because we expect that those people willing to pay for staying in a green hotel are a potentially relevant market segment for developing sustainable tourism in Greece.


Tourists; WTP; Renewable energy


[1] K. Ek. Public and private attitudes towards ‘‘green’’ electricity: the case of Swedish wind power. Energy Policy 33. 2005. pp. 1677–1689. doi: 10.1016/j.enpol.2004.02.005.

[2] B. Roe. M. F. Teisl. A. Levy. M. Russell. US consumers’ willingness to pay for green electricity. Energy Policy 29. 2001. pp. 917- 925. doi: 10.1016/S0301-4215(01)00006-4.

[3] A. Mallett. Social acceptance of renewable energy innovations: The role of technology cooperation in urban Mexico. Energy Policy 3. 2007. pp. 2790-2798. doi: 10.1016/j.enpol.2006.12.008.

[4] A. Jobert. P. Laborgne. S. Mimler. Local acceptance of wind energy: Factors of success identified in French and German case studies. Energy Policy 35. 2007. pp. 2751-2760. doi: 10.1016/j.enpol.2006.12.005.

[5] J. Zoellner.; P. Schweizer-Ries. C. Wemheuer. Public acceptance of renewable energies: Results from case studies in Germany. Energy Policy 36. 2008. pp. 4136–4141. doi: 10.1016/j.enpol.2008.06.026.

[6] H. Han. L. T. J. Hsu. C. Sheu Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management 31. 2010. pp. 325–334. doi: 10.1016/j.tourman.2009.03.013.

[7] H. Han. Y. Kim. An investigation of green hotel customers’ decision formation: Developing an extended model of the Theory of Planned Behaviour. International Journal of Hospitality Management 29. 2010. pp. 659–668. doi: 10.1016/j.ijhm.2010.01.001.

[8] C. A. Bollino. The Willingness to Pay for Renewable Energy Sources: The Case of Italy with Socio-demographic Determinants. The Energy Journal 30. 2009. pp. 81-96.

[9] S.-J. Ku. S.-H. Yoo. Willingness to pay for renewable energy investment in Korea: A choice experiment study. Renewable and Sustainable Energy Review 14. 2010. pp. 2196-2201. doi: 10.1016/j.rser.2010.03.013.

[10] National Technical University of Athens (NTUA); 1992. Feasibility study for the hydropower exploitation of Crete. Final Report of the research project No. XVII/4.1040/92-22 carried out within the framework of program JOULE II of EU; Athens.

[11] D. Vamvuka. T.D. Tsoutsos. Energy exploitation of agricultural residues in Crete. Energy Exploration and Exploitation 20. 2002. pp. 113-121. doi: 10.1260/014459802760170439.

[12] E. Michalena; V. Angeon. Local challenges in the promotion of renewable energy sources: The case of Crete. Energy Policy 37. 2009. pp. 2018 – 2026. doi: 10.1016/j.enpol.2009.01.047.

[13] N. Zografakis. E. Sifaki. M. Pagalou. G. Nikitaki. V. Psarakis. Konstantinos P. Tsagarakis. Assessment of public acceptance and willingness to pay for renewable energy sources in Crete. Renewable and Sustainable Energy Reviews 14. 2010. pp. 1088–1095. doi: 10.1016/j.rser.2009.11.009.

[14] A. J. Veal; 2006. Research methods for leisure and tourism: a practical guide. 3rd Edition; Prentice Hall; United Kingdom.

[15] G.J. Dalton. D.A. Lockington. T.E. Baldock. A survey of tourist attitudes to renewable energy supply in Australia hotel accommodation. Renewable Energy 33. 2008. pp. 2174-2185. doi: 10.1016/j.renene.2007.12.016.

[16] E. Jun. W.J. Kim. Y.H. Jeong. S.H. Chang. Measuring the social value of nuclear energy using contingent valuation methodology. Energy Policy 38. 2010. pp. 1470-1476. doi: 10.1016/j.enpol.2009.11.028.

[17] H. Wang. D. Whittington. Measuring individuals’ valuation distribution using stochastic payment card approach. Ecological Economics 55. 2005. pp. 143-154. doi: 10.1016/j.ecolecon.2004.11.011.

Citeringar i Crossref