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The purpose of this study is to identify which sustainable hotel practices guests would be most satisfied with, and what motivates guests to participate in these practices. In addition, the study tested for differences that may exist due to the sociocultural backgrounds of respondents, and whether they are willing to pay a premium for an environmentally friendly hotel. Data was collected in a popular tourist destination in Mexico. An analysis on satisfaction ratings revealed only minimal differences between demographic groups, which suggests that sustainable hotel practices are attractive beyond a niche market. Furthermore, Mexican and American respondents reported different views of environmentally friendly hotels, with Americans exhibiting more concern with functional aspects of sustainability, while Mexican guests were more familiar with emotional aspects of conservation. The study concluded that management …