Yeşil İmaj ve Ağızdan Ağıza İletişimin Yeşil Otellere Fazla Ücret Ödeme Niyeti Üzerindeki Etkisi.

The negative changes in environment direct customers environmental friendly vacations as well as impact companies in tourism industry adapting environmental friendly practices to their companies. Customer behaviors have an important effect on the success of environmental friendly applications in tourism businesses. It is widely known that intention is an antecedent of customer behaviors. Customers' willingness to pay more for environmental friendly applications leads their behavior. The effects of green image and word-of-mouth (WOM) on customers willingness to pay more for green hotels are investigated in this study. Data was gathered from 200 college students. Structural equation modeling (SEM) was performed in order to test the proposed model in the study. According to SEM results, while word-of-mouth affects the customers' willingness to pay more for green hotels, the effect of green image on willingness to pay more have not been revealed. [ABSTRACT FROM AUTHOR]