ISSN: 2320-5407 Int. J. Adv. Res.

13(02), 1234-1247

Journal Homepage: -www.journalijar.com

Article DOI:10.21474/IJAR01/20485
DOI URL: http://dx.doi.org/10.21474/IJAR01/20485

RESEARCH ARTICLE
GREEN HOTEL RESEARCH EVALUATION: A BIBLIOMETRIC ANALYSIS

Md Mahbubul Haq
Assistant Professor, Noakhali Science and Technology University.
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Manuscript Info Abstract
……………………. ………………………………………………………………
Manuscript History Hotels implementing green initiatives are favorably perceived by
Received: 23 December 2024 tourists, emphasizing the role of sustainability in attracting guests,
Final Accepted: 25 January 2025 despite higher costs due to eco-friendly features. While green hotels
Published: February 2025 effectively reduce energy consumption and waste, academic research
on their impact remains limited. This bibliometric study advances
Key words:-
Green Hotel, Sustainability, Bibliometric understanding of the factors influencing customeractions and intentions
Analysis, Review, Sustainable toward green hotels, offering insights into their preferences. Using the
Development Goals Scopus database up to 2024, the study employed VOS Viewer and R to
analyze citation, co-citation, and co-word analysis and other
bibliometric mapping. It identifies key attributes of green hotels that
meet tourist demands and provides actionable insights for hoteliers.
Through three bibliometric analyses, the study outlines critical themes
reflecting past, present, and future trends in sustainable hospitality,
connecting the dots between theoretical studies and real-world business
applications.

Copyright, IJAR, 2025,. All rights reserved.

……………………………………………………………………………………………………....
Introduction:-
As environmental awareness rises globally, consumers are increasingly mindful of their actions and their
environmental consequences, pushing the leisure industry to develop strategies that align with these concerns (Balaji
et al., 2019; Arun et al., 2021). Hotels that embrace green initiatives are viewed favorably by tourists, underscoring
the value of sustainable practices in attracting guests (Chen and Tung, 2014; Teng et al., 2018). Despite this, the
hospitality sector faces criticism for its substantial waste production, such as energy consumption and food waste,
with visitors also playing a role in environmental harm through their activities (Abdou et al., 2020; Bashir et al.,
2019).

People who are environmentally conscious or who buy green products are more likely to stay at green hotels, which
they will likely recommend to others and even pay a premium for, according to studies (Hall et al., 2016; Rahman
and Reynolds, 2019). While green hotels are generally more expensive than conventional ones due to the additional
costs of integrating sustainable features, customers who prioritize environmental sustainability remain loyal to such
establishments. Hoteliers need to put money into creating and improving eco-friendly properties if they want to be
successful in the modern digital market. as these investments are projected to generate increased revenues and
profitability over time (Chia-Jung and PeiChun, 2014). Therefore, it is essential to pinpoint the primary factors that
drive customers to select eco-friendly hotels, even when they come with a higher price tag, as this is vital for the
success of the industry.

Corresponding Author:- Mahbubul Haq

Address:-Assistant Professor, Noakhali Science and Technology University. 1234
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Aligning consumer preferences with sustainable tourism initiatives not only fortifies the tourism ecosystem but also
advances the Sustainable Goals (SDGs). This bibliometric review is founded on two essential premises: the urgent
issue of environmental degradation caused by consumption by people and the necessity to understand how people
behave to enable sustainable transitions and mitigate ecological concerns (Trudel, 2019). Within the realm of
tourism and green hotels, human behavior and decision-making emerge as critical drivers for promoting the green
economy and ensuring the preservation of the global environment (Yeh et al., 2021).

This study provides important insights into the underlying motives driving customers' choices for green hotels and
increases predictability to decide aboutguests. Researchers, company owners, and stakeholders may all benefit from
this study's results as they work to increase demand for eco-friendly hotel stays. Findings from this study are in line
with those of Bavik and Koseoglu (2022) and highlight the importance of green hotels in satisfying the demands of
both guests and the hospitality sector as a whole. Notably, whereas Arun et al. (2021) reviewed green hotels
comprehensively, other studies have mostly concentrated on more general subjects such such as sustainability in
hospitalityor green hospitality research (Kim et al., 2017). Arun et al. (2021) point out that current evaluations have
missed a lot of the new material on eco-friendly hotels. Still there is scarcity of literatures that could explains the
guests behavior regarding booking and loyal behavior of green hotels. While Fauzi et al. (2024) and others provided
strong bibliometric analysis, their research was restricted to the WoS Core Collection or a specific database. Other
studies have explored behavioral, psychological, contextual, and empirical aspects of this matter (Ferreira et al.,
2023; Yadav et al., 2019). The sustainability initiatives that green hotels implement have an even greater impact on
these issues. This gap has to be filled since sustainable tourism literature may be greatly enhanced by a better
understanding of consumer behavior and tastes, and there is a rising interest in eco-friendly hotels within the tourist
industry. With its unique knowledge map that incorporates bibliometric analysis and network visualization, this
study adds significant value to the area of green hotel research by tracing past, current, and upcoming trends.

The study employs three bibliometric methods—citation analysis, co-word analysis, and co-citation analysis—to
synthesize key themes in green hotel research, integrating topological and temporal dimensions via a network map.
By identifying core issues, mapping the knowledge structure, and projecting future trends, the research provides a in
depth knowledge of the field‘s evolution and anticipates its future trajectory. This approach ensures a holistic
analysis of green hotel research, bridging past, present, and emerging trends.

Green hotel and sustainable behavior

Green hotels serve as a transformative force in advancing social, economic, and environmental progress, making
them a cornerstone of the green economy (Hasan et al., 2019). Supported by financial incentives, eco-conscious
consumer behavior, and sustainable investments, these establishments are transitioning from traditional models to
sustainability-driven frameworks, thereby fostering a green economy (Purwandani and Michaud, 2021). To remain
competitive, hotels are increasingly adopting green technologies and services, which not only attract eco-conscious
travelers but also enhance environmental awareness among tourists (Songur et al., 2023). This shift necessitates
integrating sustainability into all aspects of operations, aligning service quality with customer expectations through a
comprehensive green marketing strategy (Assaker, 2020). Consequently, hotels are emphasizing their pro-
environmental commitments to appeal to eco-conscious guests and boost revenue.

Green hotels, defined as accommodations that employ ecological practices to combat environmental degradation,
aim to minimize negative impacts while maximizing benefits through sustainable policies (Han et al., 2010; Chen et
al., 2021). A more rigorous definition requires adherence to international environmental management standards,
extending green practices beyond the hotel to include collaboration with customers, communities, and suppliers,
marking the industry‘s most advanced stage (Chan, 2011; Jiang and Gao, 2019). Key practices include energy
efficiency, water conservation, waste reduction, green product usage, noise control, wastewater management, and
partnerships with local organizations to develop eco-friendly policies (Olya et al., 2019). As a critical component of
the tourism ecosystem, green hotels enable both providers and consumers to uphold environmental values, reduce
reliance on non-renewable energy, and promote sustainability (Bagheri et al., 2020). This is increasingly relevant as
a growing majority of travelers prioritize environmental considerations when planning trips and selecting
accommodations (Abdou et al., 2020).

The pro-environmental practices of green hotels offer dual benefits: enhancing resource efficiency through energy
and water savings, and serving as a strategic tool to attract eco-conscious customers ( Hou and Wu, 2021; Chan,
2014). The evaluation of green practices in hotels and lodges by guests plays a pivotal role in determining the

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effectiveness of marketing strategies, as their perceptions directly influence operational efficiency (Tan, 2023). To
enhance this dynamic, TripAdvisor introduced the Green Leaders program, which gathers data on hotels'
environmental achievements from travelers and employs data analytics to identify traveler priorities and areas
requiring strategic improvements for enhanced sustainability (Arici et al., 2022). Given their pivotal role in
environmental preservation, understanding the factors influencing tourists‘ choices of green accommodations is
essential for advancing green hotel services and fostering sustainable tourism.

Methodology:-
Bibliometric approach
This study employs a quantitative bibliometric approach, utilizing bibliographic databases to construct science
mapping, a method widely recognized for its effectiveness in analyzing scientific literature (Tan and Fauzi, 2023).
The analysis focuses on quantitative metrics such as citations, contributions, authorship patterns, and co-authorship
distributions over a specified timeframe (Khan et al., 2021). Bibliometric methods serve as a robust complement to
systematic literature reviews and meta-analyses, offering a structured framework for evaluating scientific
contributions (Zupic and Cater, 2015). The data are sourced from journal articles. These data are analyzed using
three primary mapping techniques:
(1) Citation Analysis: As the foundation of science mapping, citation analysis measures the effect of scientific
papers within a precisearena, with highly cited works indicating significant contributions and shaping the intellectual
landscape (Zupic and Cater, 2015; Gundolf and Filser, 2013). This approach also highlights the foundational studies
that underpin current research (Hota et al., 2020).
(2) Co-citation Analysis: By examining the frequency of co-cited references across texts, this technique identifies
connections between sources and reveals the foundational knowledge of a field by analyzing its most influential
publications. (Sarin et al., 2020).
(3) Co-word Analysis: By analyzing keyword co-occurrences, this technique constructs the knowledge structure of a
field, identifying conceptual relationships and emerging trends (Zupic and Cater, 2015; Tan Luc et al., 2020).

Resaerch approach:
Like systematic literature reviews, bibliometric analysis initiates with a carefully designed keyword search strategy
to ensure exhaustive data retrieval (Köseoglu&Arici, 2023). This process includes rigorous data cleaning, such as
identifying synonymous terms and utilizing thesauri to capture all pertinent literature. The search strategy
incorporates a keyword string combining terms like ―green hotel*,‖ ―sustainab* hotel*,‖ ―eco* friendly hotel*,‖ and
―environment* friendly hotel*‖ to account for variations in terminology. The search is narrowed to titles, abstracts,
and keywords within the Scopus database, with a focus solely on peer-reviewed journal articles to guarantee high-
quality, dependable data. Books, book chapters, and conference proceedings are excluded due to their inconsistent
peer-review standards. The initial search, conducted on January 2, 2025, yielded 710 documents, which were refined
to 532 after excluding non-journal publications and non-English articles. Six additional articles were removed due to
incomplete information, resulting in a final dataset of 526 documents. This approach aligns with established
bibliometric practices that prioritize journal articles for their rigorous peer-review process and reliability (Lin,
2021). Data analysis was conducted using VOSviewer software and the Biblioshiny package in RStudio, tools
widely recognized for their efficacy in bibliometric investigation.

Results:-
The analysis depicts that the 526 journal articles analyzed were authored by 1,310 individuals and collectively
garnered 25,063 citations, with an average of 47.65 citations per article. Figure 1 depicts the annual publication
trends in green hotel studies from 1994 to December 2024, indicating a consistent year-on-year increase in research
interest. However, a notable decline in publications occurred in 2021, likely due to the global shift in focus toward
the COVID-19 pandemic and its impact on the tourism sector (Dwivedi et al., 2022). As awareness of
environmentally conscious behavior grows, an increase in related studies is anticipated in the coming years.

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Figure 1:- Annual Scientific Production (1994-2024) (Source: Author‘s analysis).

Paper Citation analysis:

The results identify the most frequently cited publications, such as Han et al. (2010) with 1,323 citations, Chen and
Tung (2014) with 1,085 citations, and Han (2015) with 813 citations. Table 1 outlines the top 10 articles cited high,
including their total citations and annual citation rates. Inductive analysis of these works revealed three key themes:
(1) consumer behavior and the planned behavior (TPB), (2) willingness to pay a premium for green hotels, and (3)
expansions of the TPB.

Table 1:- Top 10 cited articles.

(Source: Author‘s Analysis)

Consumers and Planned Behavior:

The TPB, derived from the Theory of Reasoned Action (TRA) (Ajzen, 1985, 1991), is a well-established framework
for understanding individual decision-making processes. Recognized for its enhanced predictive accuracy, the TPB
is particularly effective in forecasting guests‘ intentions to visit or revisit green hotels (Han et al., 2010). Kim and
Hun (2010) further refined and expanded the TPB by integrating additional variables, including environmental
concern, customer effectiveness, and environmentally conscious behavior, alongside the original constructs of
attitude, subjective norms, and perceived behavioral control.

Willingness to Pay a Premium for Green Hotels:

Green hotels often command higher prices due to the substantial investments required for eco-friendly features.
Perceived corporate social responsibility drives customers‘ willingness to pay a premium, with female customers
more inclined than males to pay extra and share positive word-of-mouth (Han et al. 2011) . Similarly, Millar and
Baloglu (2011) noted that guests are generally willing to pay slightly more for green rooms, with business travelers
showing greater willingness than leisure travelers. It is considered that green hotel image and guests‘ attitude about

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sustainability or green conscious behavior effect visit or revisit intention and willingness to pay premium on hotels
(Han et al. 2009). Lee et al. (2010) reinforced these findings, emphasizing that green hotel branding strongly impacts
customers‘ behavioral intentions. However, regional variations exist, as Manaktola and Jauhari (2007) found that
Indian consumers, despite preferring green practices, are unwilling to pay more for such services.

TPB Extensions:
The TPB has been extensively utilized by scholars to predict green hotel behavior, with numerous extensions to its
three core variables to enhance its applicability. Han and Kim (2010) expanded the framework by incorporating
image, service quality, and past behavior, while Luong and Nguyen (2024) introduced social media influence as a
modifying variable to predict Vietnamese guests‘ behavior when visiting green hotels. Furthermore, Wang et al.
(2022) reinterpreted the TPB through the lens of goal framing theory, demonstrating a positive correlation between
gain, normative, and hedonic goal frames and behavioral intention.

Co-Citation Analysis:
The three most co-cited works are Han et al. (2010) with 1,489 citations, Ajzen (1991) with 396 citations, and Kim
(2010) with 408 citations. Table 2 outlines the top 10 co-cited references, and Figure 2 illustrates the co-citation
network in green hotel research. The analysis identifies three interconnected clusters:

Cluster 1 (red), focused on ―Tourist Willingness to Pay More for Green Hotels,‖ shows that eco-conscious
consumers are willing to pay a premium, driven by perceived value and quality (Lee et al., 2010; Hameed et al.,
2022). However, regional variations exist, as Manaktola and Jauhari (2007) found Indian consumers hesitant to pay
extra despite favoring green practices.

Table 2:-listing of articles based on co-citation analysis.

Author Citations Link Strength
Han H.2010 1489 12617
Ajzen I. 396 4936
Kim Y. 408 4867
Hair J. F. 301 4441
Sarstedt M. 304 4340
Ringle C. M. 260 3893
Lee J. S. 255 3232
Rahman I. 270 3047
Wang I. 234 2940
Lee S. 260 2773
Source: Author analysis

Figure 2:- Co-citation mapping analysis(Source : Author‘s own analysis).

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Han et al. (2009) found that women and older consumers are more willing to pay a premium for green hotels, though
their advocacy outweighs their spending. These groups also showed stronger positive perceptions, attitudes, and
intentions to visit and recommend green hotels.

Cluster 2 (Green): TPB’s Predictive Power:

This cluster highlights the TPB‘s strength in predicting behavior, outperforming the TRA in forecasting green hotel
visits (Han et al., 2010). Kim and Han (2010) enhanced the TPB by adding perceived effectiveness and
environmental concerns, improving its accuracy.

Cluster 3 (Blue): TPB Extensions in Green Hotels:

Han and Kim (2010) expanded the TPB by adding image, service quality, and past behavior, while Luong and
Nguyen (2024) introduced social media influence to predict Vietnamese guests‘ green hotel behavior. Wang et al.
(2022) reframed the TPB using goal framing theory, linking gain, normative, and hedonic goal frames to behavioral
intention.

Co-Word Analysis:
From 2,115 keywords, 19 met the threshold of 20 occurrences. The most frequent were ―green hotels‖ (111),
―sustainability‖ (55), and ―green hotel‖ (108). Table 3 lists the top 10 keywords, while Figure 3 shows the co-word
network, highlighting three major clusters (red, green, blue) that represent core themes in green hotel research.

Table 3:- Top 10 Keywords.

Rank Keyword Occurrences Total link strength
1 Green Hotels 111 45
2 sustainability 55 41
3 Green hotel 108 39
4 tourism 26 28
5 Theory of planned behavior 21 22
6 Green practices 23 21
7 Hospitality 18 20
8 Environmental concern 18 19
9 Hotel industry 26 16
10 attitude 17 14
Source: Author‘s own analysis

Figure 3:- Co-word analysis of articles.

Source: Author‘s own analysis

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Cluster 1 (Red): Factors of Consumer Green Hotel Intentions

This cluster, with 21 keywords, focuses on factors influencing green hotel choices. The Theory of Planned Behavior
(TPB) remains central (Nimri et al., 2020; Yeh et al., 2021), yet a persistent attitude-behavior gap exists. Despite
positive attitudes and environmental concerns, consumers often fail to act, explaining stagnant green hotel bookings
(Wang, 2022; Wang et al., 2019).

Cluster 2 (Green): Green Hotels and Sustainable Tourism

This cluster, consisting of 20 keywords, explores the evolving role of green hotels in fostering sustainable tourism,
which seeks to mitigate environmental degradation while addressing economic and socio-cultural challenges
(Torres-Delgado and Saarinen, 2014; Pan et al., 2018). Beyond their operational scope, green hotels align with
broader global agendas by supporting key Sustainable Development Goals (SDGs), such as ensuring access to clean
water (SDG 6), promoting renewable energy (SDG 7), encouraging sustainable consumption patterns (SDG 12), and
combating climate change (SDG 13) (Ahmed et al., 2021; Abdou et al., 2020). Their integration into these
frameworks highlights their potential as catalysts for transformative change in the tourism industry and beyond.

Cluster 3 (Blue): Customer Satisfaction Toward Green Hotels

With 12 keywords, this cluster underscores the importance of customer satisfaction in green hotels. High service
quality is critical, with Lee and Cheng (2018) developing the Green Lodging Service Quality (GLSERV) scale to
evaluate and enhance customer experiences.

Bibliometric Analysis and Thematic Trends

Using Biblioshiny in RStudio, keyword density and centrality were analyzed. Recent trends (2024) highlight
―personal norm‖ as a prominent keyword, while ―green hotel/hotels‖ and ―sustainability‖ dominate in density and
co-occurrence (Figure 4). A thematic map of 426 publications (Figure 5) identifies basic themes like social media,
eco-friendly hotels, and TPB; niche themes such as extraversion and environmental management systems; and
emerging themes like eco-friendly behavior and sustainable hotels. The findings reveal TPB, loyalty, and
satisfaction as foundational, with emerging themes exploring predictors of premium payments and niche themes
addressing demographics and environmental management systems.

Figure 4:- Temporal Evaluation of Keywords.

(Source: Author own analysis)

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Figure 5:- Thematic Map Analysis.

(Source: Authors own analysis)

Co-authorship analysis
This study identifies the leading contributors to green literature globally, with Dr. Han emerging as the most prolific
author, having published 25 articles as either lead or co-author. Dr. Wang follows, contributing 13 articles in
prominent hospitality journals, while Dr. Wong and Dr. Lee have published ten and seven articles, respectively. In
terms of academic impact, Dr. Han leads with 6,565 citations, followed by Dr. Wang and Dr. Wong, who have
garnered 589 and 372 citations, respectively.

Table 4:- Top 10 co-authors in green hotel literature.

No Top co-authorship Document Citation Total link strength
1 Han, Heesup 25 6565 11
2 Wang, Lei 13 589 16
3 Wong, Philip Pong 10 372 16
Weng
4 Lee, jin-soo 7 2229 7
5 Patiar, anoop 6 299 0
6 Zhang, Qi 6 125 12
7 Ali, faizan 5 554 4
8 Acampora. Alessia 5 349 7
9 Merli, Roberto 5 349 7
10 Yu, jongsik 5 154 6
(Source: Authors analysis)

Discussions and Conclusions:-

This study investigates the progression and future trajectories of green hotel research, identifying central themes and
emerging trends. Through citation analysis, it reveals a predominant emphasis on consumer behavior, especially the
inclination to pay higher prices for green hotels compared to traditional alternatives. The Theory of Planned
Behavior (TPB) is recognized as the leading framework for understanding such behavioral intentions. Research has
shown that augmenting the TPB with theories such as the value-belief-norm theory (Han, 2015) and goal framing

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theory (Wang et al., 2022), or by introducing variables like environmental concern, image, service quality, and
social media influence (Wang et al., 2022; Luong and Nguyen, 2024), has substantially improved its applicability
and precision in varied scenarios, thereby enriching its predictive utility. These modifications and extensions have
not only refined the TPB but also advanced research in the domain of green hotels. To stay competitive and
financially viable, green hotels must match or surpass the service quality of conventional hotels while upholding
their environmental advantages.

Conclusion:-
Green hotels are a pivotal step toward global sustainable development, successfully reducing energy consumption
and waste. However, academic recognition remains limited, with only 532 peer-reviewed articles published since
1994. Bibliometric analyses emphasize consumer behavior and satisfaction as central themes. To boost adoption,
efforts must focus on (1) supporting service providers in transitioning to green hotels and (2) raising consumer
awareness of their benefits. This shift is vital for aligning with Sustainable Development Goals (SDGs) and
advancing sustainable tourism. Public education on the environmental, social, and economic advantages of green
hotels is key to fostering widespread acceptance and driving a sustainable tourism ecosystem.

Theoretical Implications:
Building on the work of Fauzi et al. (2023), this study employs the Theory of Planned Behavior (TPB) to explore
environmentally conscious tourism, emphasizing how its core components—attitude, subjective norms, and
perceived behavioral control—positively drive green purchasing behavior and influence decisions to choose green
hotels (Bashir et al., 2019; Nimri et al., 2020). Although the TPB has been extensively applied in both its original
and extended forms, scholars advocate for its further integration with complementary theories to strengthen its
predictive capabilities (Wang et al., 2022).

Practical Implications:
This review offers actionable insights for hoteliers and service providers. Pricing strategies should emphasize the
long-term benefits of green hotels, despite high initial investments. Effective communication about their
environmental and economic advantages can encourage pro-environmental behavior, such as choosing eco-friendly
accommodations (Akel and Noyan, 2024). Governments and regulatory agencies should incentivize green practices,
especially for small and medium enterprises. Green marketing programs, like discounts for eco-friendly actions, can
attract visitors and promote sustainable practices (Chia-Jung and PeiChun, 2014; Van Huy et al., 2023).

Female consumers, who exhibit stronger pro-environmental attitudes, represent a key market segment. Tailoring
strategies to appeal to them can drive demand for green hotels and foster broader adoption of sustainable tourism
practices (Han et al., 2009; Nimri et al., 2020; Moise et al., 2021).

Limitations and Future Research:-

This bibliometric review has limitations, including its reliance on peer-reviewed, English-language articles and the
subjective nature of cluster theme extraction. Future research could explore alternative methods like bibliographic
coupling to uncover current trends. Additionally, the dominance of specific scholars, such as Heesup Han, may limit
the diversity of perspectives in the field.

Future research should examine alternative theoretical frameworks, such as the Protection Motivation Theory,
Theory of Consumption Value, and Stimuli-Organism-Response (SOR) model, to deepen the understanding of
cognitive and emotional drivers behind green hotel preferences (Ahn and Kwon, 2020; Olya et al., 2019).
Additionally, studies should investigate the influence of leadership in advancing sustainable practices and assess
how green hotels contribute to achieving Sustainable Development Goals (SDGs), including clean water (SDG 6),
affordable and clean energy (SDG 7), responsible consumption and production (SDG 12), and climate action (SDG
13), across diverse geographical contexts (Abdou et al., 2020).By aligning operational practices with these goals,
green hotels can achieve both economic growth and sustainability, ensuring a balanced approach for future
generations.

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