Tit for tat: How hotel guests can be convinced to do their part to reduce energy consumption

Efforts to mitigate climate change and address the energy crisis underscore the imperative of saving energy and reducing CO₂ emissions. Drawing on random utility theory and equity theory, this study investigates how hotels as key hospitality players can motivate their guests to save energy during their stays. Discrete choice experiments show that behavior-oriented attributes directly affecting comfort are essential here. Guests of family-run hotels, as well as guests with higher environmental awareness, tend to accept lower room temperatures, while price discounts can compensate for guests' lower perceived attractiveness. The results of a full-factorial experiment reveal that consumers are more willing to engage in saving energy when the hotel also contributes to saving energy, which also impacts hotels’ overall attractiveness. The results contribute to making the tourism and hospitality industry more environmentally friendly. Implications show how hospitality managers can encourage consumers to adopt more sustainable behavior.