Due to the deterioration of global environment, awareness of consumer environmental protection consciousness and the increasing competition on hospitality market, green consumption has become an inevitable trend in the future. Hotels not only change business model to green hotels, but invest more kinds of green service innovation to attract consumers. Hotels anticipate enhancing consumer customer value, the hotel sales and environmental protection. Therefore, in this study, the author attempt to work out the relationship between customer value and Willingness to Pay (WTP) for those consumers who had received green service innovation.
Data is collected through online survey. The study sample covers three-star to five-star green hotels in Taiwan. Five hundred questionnaires are distributed, and finally 341 valid questionnaires are retrieved.
The results indicate that green service innovation has a positive impact on social value, functional value and emotional value of customers. And the customer perception of various customer values from green service innovation, can also have a positive impact on WTP. The customers would like to increase accommodation budget to 10.3% more. The results present the profitable base for hoteliers to increase or strengthen green service innovation.