Tuesday, July 29, 2025
Given the rising international demand for green travel, the impact of cultural differences on consumers’ preferences in sustainable accommodation has an increasingly acknowledged importance. Countries such as the US, UK, Australia, Japan, Malaysia, China, France, India and Greece were examined in a recent study to show that different cultural principles play out in different attitudes toward green B\&Bs, showcasing a deep-seated cultural approach to sustainability. Fig 1 From the age of enlightenment spirit of the environmentalism in the Western culture to the hierarchy-orientated mind in Asian countries, each country has developed special ways of making tourism more ecological. It’s these cultural differences that are forwarding the movement for a more sustainable travel, with individuals from these various regions more inclined to seek out green lodgings. Awareness of these differences is crucial for B\&B hosts as globally their potential to contribute to the demand for sustainable types of travel should be met only through directions that are the most appropriate for particular target groups and their value systems.
Surveying 800 participants from 37 countries, this research is one of the first to investigate cultural attitudes specifically regarding sustainability in the B\&B sector. Previous studies have shown that tourists are willing to pay more for environmentally conscious accommodations. However, this research takes a closer look at how cultural factors influence tourists’ preferences for green practices in B\&Bs. The study focused on five key categories of sustainable features: water conservation (such as rainwater harvesting and greywater recycling), green infrastructure (e.g., rooftop gardens and vertical green walls), sanitation (air purifiers, hand sanitizers), ventilation (natural airflow versus air conditioning), and eco-friendly facilities (LED lights, composting systems).
Cultural Influences on Sustainable Choices
The findings revealed considerable differences in how people from various cultures perceive and embrace sustainable practices. Tourists from countries with hierarchical, high-power distance cultures like China, India, and Malaysia showed the most enthusiasm for green practices in B\&Bs. These countries, characterized by clear social structures, are more accepting of sustainable approaches. Tourists from these regions were particularly inclined to choose energy-efficient systems and prefer natural ventilation over air conditioning, signaling their support for eco-friendly options.
Conversely, tourists from Western nations like the United States, the UK, and Australia exhibited more mixed responses. While some travelers appreciated eco-friendly features like vertical gardens or green walls, these elements were not decisive factors in their accommodation choices. Instead, comfort, location, and other experiential factors were more significant when selecting a B\&B. This highlights how cultural contexts shape the importance of sustainability in travel, with some cultures giving it a higher priority than others.
Comfort Preferences in Risk-Averse Cultures
The study also examined how tourists from more risk-averse cultures, such as Japan, Greece, and France, engage with sustainable accommodations. These travelers were less likely to favor natural ventilation and instead preferred air conditioning for more controlled environments. This preference for predictability aligns with the characteristics of risk-averse cultures, where comfort and regulation are highly valued. For B\&Bs catering to these markets, striking a balance between green practices and maintaining a level of comfort that matches guest expectations may be necessary.
Education and Age: Key Factors in Sustainability Preferences
Further insights were revealed regarding the influence of education and age on sustainability preferences. Tourists with higher education levels showed a greater appreciation for eco-friendly features like composting systems, LED lighting, and air purifiers. This suggests that more educated travelers are more aware of environmental issues and are likely to prioritize sustainable accommodations. For B\&B operators, this may mean emphasizing practical, sustainable features when targeting highly educated guests.
Age also played a significant role in sustainability preferences. Younger tourists, particularly those from the millennial and Gen Z generations, were more likely to prioritize sustainability when booking accommodations. These younger travelers gravitated toward visible green features such as rooftop gardens, vertical green walls, and other eco-friendly amenities. On the other hand, older tourists were less inclined to place as much importance on sustainable features, focusing instead on comfort and convenience. This generational divide suggests that younger tourists will increasingly drive the demand for sustainable accommodations, and B\&B operators may need to tailor their offerings to appeal to these younger, environmentally conscious travelers.
Adapting Sustainability Practices to Different Cultural Expectations
These findings challenge the assumption that all eco-conscious tourists share the same preferences. Many accommodation providers aim to adopt sustainable practices but often overlook how cultural differences shape guest expectations. The study reveals that guests from different cultural backgrounds react in unique ways to the same green features. Understanding these nuances allows B\&B owners to make more informed decisions about which sustainable practices to invest in, depending on the preferences of their target demographics.
For example, younger guests may be more attracted to eye-catching, modern sustainable features like rooftop gardens, while highly educated visitors may prioritize practical green features such as energy-saving lighting and composting bins. By tailoring their offerings to align with the specific preferences of different cultural groups, B\&B operators can enhance guest satisfaction and create a more appealing experience for their clientele.
The Role of Government in Promoting Sustainable Tourism
The study also emphasizes the role of governments in fostering the growth of sustainable B\&Bs. Researchers suggest that governments could encourage the adoption of green practices by offering incentives to B\&Bs, investing in sustainable infrastructure, and easing travel restrictions like visa requirements. These actions could help increase the appeal of eco-friendly B\&Bs to international tourists and expand the customer base for operators committed to sustainability.
In addition, governments can help build an environment conducive to sustainable tourism by creating policies that promote green infrastructure development. This could make eco-friendly accommodations more attractive to a global audience, fostering the growth of green tourism worldwide.
This study, titled Does Culture Matter? A Cross-Cultural Study of Demand for B\&B Sustainable Facilities, offers important insights for B\&B operators seeking to attract the growing segment of eco-conscious travelers. By considering the cultural, educational, and generational factors that influence sustainability preferences, operators can make more strategic decisions to align their offerings with guest expectations, ensuring their green initiatives resonate across diverse international markets.
