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Do Green Hotels Charge Higher Prices? An Analysis Based on Online Hotel Reviews Using Large Language Models

Hajimoradi, Maryam | 2025

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 58395 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Khalili Nasr, Arash
  7. Abstract:
  8. This study investigates whether hotels that implement sustainability practices and obtain environmental certifications charge higher prices compared to other hotels. To answer this question, the hedonic pricing model is used alongside aspect-based sentiment analysis of customer reviews on the Booking.com website. In this regard, structured data on hotel characteristics (such as star rating, location, and amenities) and customer textual reviews were extracted and analyzed using large language models to identify key topics and sentiments. The results showed that having a sustainability certificate does not have a uniform effect on hotel prices and that this effect varies by star rating. In five-star hotels, the presence of a sustainability certificate was associated with a significant increase in price; however, in three-star hotels, the effect was negative and significant, leading to a decrease in price. This finding indicates that customers in the luxury hotel market perceive sustainability as a valuable advantage, whereas in the economy hotel segment, such a feature may be perceived as a cost-cutting strategy, thereby reducing the price. By combining big data, advanced language models, and econometric methods, this research provides a more accurate understanding of the relationship between sustainability, perceived service quality, and economic value. It can serve as a practical guide for hotel managers, booking platforms, and tourism policymakers
  9. Keywords:
  10. Large Language Model ; Online Customer Reviews ; Sustainability Certificate ; Hedonic Pricing ; Green Hotels

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