Determinants of International Tourists’ Green Hotel Choice: The Role of Sustainability Image, ESG Perception, and Motivation in Chiang Mai, Thailand

The growing emphasis on sustainable tourism has increased the importance of environmentally responsible practices in the hospitality industry. Green hotels have emerged as an important strategy for reducing environmental impacts while meeting the expectations of environmentally conscious travelers. However, limited research has examined the psychological mechanisms influencing international tourists’ decisions to choose green hotels in emerging tourism destinations. This study investigates the factors influencing international tourists’ motivation and intention to select green hotels in Chiang Mai Province, Thailand. A quantitative research design was employed using a structured questionnaire survey of 350 international tourists. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships among sustainability image, perceived Environmental, Social, and Governance (ESG), environmental awareness, perceived value for money, trust in green hotels, motivation to choose green hotels, and Green Hotel Selection Intention. The results indicate that sustainability image, perceived ESG, and trust in green hotels significantly influence tourists’ motivation to choose green hotels, with trust demonstrating the strongest effect. In contrast, environmental awareness and perceived value for money do not show significant effects on motivation. Furthermore, motivation to choose green hotels has a strong positive influence on Green Hotel Selection Intention. These findings highlight the critical role of motivation as a psychological mechanism linking sustainability perceptions to tourists’ accommodation choices. The study contributes to the literature on sustainable tourism and green consumer behavior by integrating sustainability image and ESG perceptions into a comprehensive framework explaining Green Hotel Selection Intention. From a practical perspective, the findings suggest that hotel managers should strengthen trust through transparent sustainability communication, obtain recognized green certifications, and promote ESG initiatives through digital marketing channels. Destination policymakers in Chiang Mai may also support standardized green hotel accreditation programs to enhance tourists’ confidence in sustainable accommodation choices. These strategies can support the development of sustainable hospitality practices and enhance the competitiveness of green hotels in Chiang Mai and other tourism destinations.