Analysis of Association Rules for Travelers Staying at ESG-Certified Hotels in Taiwan

Wei-Hsiung Chang, Tzu-Yao Lin and Yen-Ying Huang ()
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Wei-Hsiung Chang: Department of Tourism Management, Nanhua University, 55 Sec. 1, Nanhua Rd, Dalin Township, Chiayi County 622301, Taiwan
Tzu-Yao Lin: Department of Tourism Management, Nanhua University, 55 Sec. 1, Nanhua Rd, Dalin Township, Chiayi County 622301, Taiwan
Yen-Ying Huang: Department of Communication, Nanhua University, 55 Sec. 1, Nanhua Rd, Dalin Township, Chiayi County 622301, Taiwan

Sustainability, 2025, vol. 17, issue 18, 1-19

Abstract: This study investigates the behavioral determinants of tourists’ selection of ESG-certified hotels by applying association rule mining to 895,962 valid records derived from datasets of the Ministry of Transportation and the Ministry of Environment. Tourists were classified into three groups based on length of stay. The results reveal strong associations between ESG hotel choice and factors such as gender, age, port of entry, transport mode, and arrival city, with prominent patterns including “Kaohsiung Port,” “Age 30–39,” and “Airplane.” This study offers both theoretical contributions and actionable policy implications, advocating data-driven strategies to advance sustainable hotel management and effectively engage high-potential market segments.

Keywords: ESG; eco-friendly certified hotels; association rules; travel behavior; big data analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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