Data for green hotels paper

Green certification can help mitigate information asymmetry issue that hinders adoption of green technologies in hotel industry. This paper determines the willingness to pay of Vietnamese guests for hotels with certification using a discrete choice experiment. The results indicate that tourists in Vietnam tend to pay around 16% premium for hotels with green certification, reflecting Vietnamese consumers’ growing concern for the environmental protection. The findings also reveal that the demand for hotels with green certification are less elastic than the regular hotels, suggesting loyalty to hotels with green certification. Additionally, the counterfactual experiments indicate that requiring all regular hotels to achieve a medium level of green certification would increase their market share by around 13 percentage point, while removing all certification of green hotels would decrease their market share by around 14 percentage point. These insights provide valuable and timely support for Vietnamese government as it gathers information for the implementation of a green certification program in the hotel industry.

绿色认证（green certification）可有效缓解阻碍酒店业绿色技术采纳的信息不对称问题。本文采用离散选择实验（discrete choice experiment）方法，测度越南旅客对持有绿色认证酒店的支付意愿（willingness to pay）。研究结果显示，越南游客愿意为持有绿色认证的酒店支付约16%的溢价，这反映出越南消费者对环境保护的关注度与日俱增。研究还发现，相较于普通酒店，绿色认证酒店的需求弹性更低，这表明消费者对绿色认证酒店具备更高的品牌忠诚度。此外，反事实实验（counterfactual experiment）结果表明，要求所有普通酒店达成中等等级的绿色认证，将使其市场份额提升约13个百分点；而取消所有绿色酒店的认证，则会使绿色酒店的市场份额减少约14个百分点。上述研究结论可为越南政府在推进酒店业绿色认证项目、收集相关实施信息的过程中，提供宝贵且及时的决策支撑。