dc.description.abstract | In light of travelers’ growing preference for sustainable hotel accommodation, this study investigated the relative importance
of green certification labels/badges in online hotel selection/booking choice. A conjoint analysis was performed on seven
online hotel attributes (including green certification labels/badges) in two specific scenarios (imagining they were booking
in a pre- and post-COVID-19 setting) using 270 U.S. subjects surveyed in April 2020. The results revealed that green
certification labels/badges do impact travelers’ online hotel booking choice, but not as much as cancellation policies, hotel
rating, price, and location. Price in particular exerted a greater influence on travelers’ booking preferences in the post-
COVID-19 scenario. Yet, a significant percentage of travelers (around 40% in both scenarios) were willing to pay more for
a hotel with green certification. These results contribute to our theoretical and practical understanding of the factors that
influence online hotel booking, as well as the power of green certification labels/badges in driving online hotel bookings in
the pre-and post-COVID-19 contexts. | vi |