CULTURAL VALUES SHAPE GLOBAL DEMAND FOR ECO-FRIENDLY B&Bs

An international study has found that cultural values play a significant role in how tourists perceive and prioritise environmentally friendly features in bed and breakfast (B&B) accommodation.

Led by researchers from Hong Kong Shue Yan University and the University of South Australia (UniSA), the survey of 800 people across 37 countries examined how cultural values, age and education influence travellers’ acceptance of sustainable B&B practices.

While previous studies have shown that many travellers are willing to pay more for eco-conscious accommodation, this is the first to focus specifically on cultural attitudes towards green features in Bed and Breakfasts.

The research looked at five categories of sustainable infrastructure: water treatment systems (such as rainwater harvesting and greywater use); greenery systems (including rooftop gardens and vertical walls); sanitation (like hand sanitisers and air purification); ventilation (natural air or air conditioning); and eco-friendly facilities (LED lighting and composting bins).

Tourists from ‘high-power distance’ cultures—typically more hierarchical or rules-based societies such as China, India and Malaysia—showed the strongest support for all green features.

According to the survey, travellers from these countries were more inclined to use energy-saving products and prefer natural ventilation to air conditioning.

“Western cultures such as Australia, the United Kingdom and the United States appreciated rooftop gardens and vertical green walls, but these features were not strong factors in whether they chose a bed and breakfast,” according to the UniSA researchers, Dr Li Meng and Professor Simon Beecham.

Tourists from more risk-averse cultures—like Japan, France and Greece—were less enthusiastic about natural ventilation, favouring air-conditioned environments they could control.

The study also found generational and educational differences: younger tourists were more likely to value green features than older ones, and those with higher education levels rated sanitation and eco-friendliness more favourably.

“These findings challenge assumptions that all green tourists are alike,” says lead author Professor Rita Yi Man Li from Hong Kong Shue Yan University.

“Many accommodation providers want to operate more sustainably, but few have considered how cultural values affect guest preferences,” Prof Li says.

“This research shows that guests from different cultural backgrounds respond differently to the same green features. Understanding these nuances can help B&B owners tailor their sustainability investments more effectively depending on their most important tourism markets.”

Dr Meng adds that younger guests may be more drawn to prominent sustainability features like rooftop gardens. At the same time, more educated travellers may look for practical elements such as LED lighting, composting systems or air purification.

The researchers also called on governments to support sustainable B&Bs by offering incentives, improving infrastructure, and easing travel and visa policies to grow international markets.