This study aims to investigate the travellers' choice behaviour towards green hotels through existing online travel reviews on TripAdvisor. Accordingly, a method combining segmentation and the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) techniques was developed to segment travellers based on their provided reviews and to prioritize green hotel attributes based on their level of importance in each segment. The data were taken from travellers' online reviews of Malaysian eco-friendly hotels on TripAdvisor. The results showed that the sleep quality was one of the most imporant factors for eco-hotel selection in the majority of segments. The developed method in this study was able to analyse travellers’ reviews and ratings on eco-friendly hotels to identify the future choice behaviour and aid travellers in their decision-making process. The study provides new insights for hotel managers and green policy makers on developing environmental-friendly practices.

本研究旨在通过TripAdvisor上现有的在线旅行评论来调查旅行者对绿色酒店的选择行为。因此，开发了一种结合了细分和“通过与理想解决方案相似度的优先顺序技术”（TOPSIS）技术的方法，以根据旅行者提供的评论对旅行者进行细分，并根据旅行者在每个细分中的重要性级别对绿色酒店属性进行优先排序。数据来自旅行者在TripAdvisor上对马来西亚环保酒店的在线评论。结果表明，在大多数细分市场中，睡眠质量是选择生态酒店的最重要因素之一。本研究中开发的方法能够分析旅行者对生态友好型酒店的评论和评分，以识别未来的选择行为并帮助旅行者做出决策。该研究为酒店管理者和绿色政策制定者在开发环保做法方面提供了新见解。