Abstract
This bibliometric analysis explores the intersection of sustainability and consumer behavior in the context of green hotels, highlighting how environmental concerns are reshaping tourist preferences and influencing hospitality strategies. Although the implementation of eco-friendly practices in hotels is associated with higher operational costs, consumers tend to value such initiatives for their contribution to environmental protection. Using data from the Web of Science database, covering the period from January 2000 to May 2025, and analytical tools such as VOSviewer, this study conducts citation, co-citation, and co-occurrence analyses to map key research trends. The findings identify the main attributes that shape travelers’ decisions regarding green hotels, as well as hoteliers’ interest in adopting sustainable strategies, particularly in relation to their impact on economic and competitive performance.