Does culture really matter? A cross-cultural study of demand for B&B sustainable facilities

Purpose The bed and breakfast (B&B) provides short-term accommodation to tourists from different cultures. While there is a growing concern for sustainable development, research on cultural impact on demand for eco-friendly B&B facilities is scarce. Design/methodology/approach This study aims to investigate the impact of culture on the perception of B&B’s sustainable facilities by conducting surveys with research participants from 37 countries and analysing the data via structure equation model. Findings Individuals of high-power distance have a more positive view of all the B&B’s sustainable facilities, while uncertainty avoidance adversely affects people’s views on ventilation facilities. In addition, older people have negative views on green systems but people with higher education have a more positive view of sanitation and eco-friendly facilities. Originality/value This study offers empirical support for the cultural impacts on people’s perceptions towards environmentally friendly B&B facilities. It highlighted the impact of high power distance on individuals’ perception of B&B sustainable facilities, which provides empirical evidence to B&B owners about visitors’ needs in lodgings and governments’ support for green features, especially water and sanitation, to promote eco-friendly B&B development. The results close the knowledge gap about B&B eco-friendly facilities.