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Adopting sustainable practices is highly required in hotels. This study aims to assess consumer behaviour towards adopting sustainable practices in hotels. In addition, mediating role of consumer attitude (CAtt) is assessed between consumer awareness (CA) and willingness to pay.

An empirical study was carried out to analyse the integrative research model of CA, CAtt and willingness to pay premium price (WTPPP) for sustainable practices adoption in five-star hotels in emerging economies. Responses from 447 respondents were collected and analysed. Structural equation modelling was performed using SPSS 21.0.

The research outcomes indicate the partial mediation of CAtt between CA and WTPPP. Furthermore, consumer satisfaction has been found to have a moderating effect on the relationship between CAtt and willingness to pay a premium price.

The research results add to the literature by analysing prominent factors affecting willingness to pay premium for adopting sustainable practices in five-star hotels.

Given the pace of global environmental degradation, companies and individuals alike are exploring ways and means of protecting the environment. In this context, the attitudes of hoteliers and their employees toward sustainability are key to the successful implementation of these practices. This paper aims to consider the impact of attitude development and COVID-19 on the sustainability performance of hotels. The study also explores contributions made by hotels to environmental sustainability and society more generally.

The study is based on interviews and survey questionnaires completed by employees of five-star hotels in India, and qualitative methods were used to process the data.

The findings of this study confirm the devastating impact of COVID-19 on both economic and societal sustainability in what otherwise would be a profitable sector of the economy.

The study has implications for hoteliers, the government, environmental agencies and for employees and could assist with the formulation of recovery packages by government and in the development of new standard operating procedures to enable hotels to step-up on the self-recovery path.

The paper provides an analysis of the direct effects of the pandemic on financial sustainability and its mediating impact on the efforts of hotels to attain sustainable environment.

Corporate governance is the system by which companies are directed and controlled. Boards of directors are responsible for the governance of their companies. The shareholders' role in governance is to appoint the directors and the auditors and to satisfy themselves that an appropriate governance structure is in place. The responsibilities of the board include setting the company's strategic aims, providing the leadership to put them into effect, supervising the management of the business and reporting to shareholders on their stewardship. The board's actions are subject to laws, regulations and scrutiny by the shareholders in general meeting.