How psychological and contextual factors contribute to travelers’ propensity to choose green hotels? |
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| Institution: | 1. Institute of Management Technology- Hyderabad, Shamsabad, Ranga Reddy District, 501218, Telangana, India;2. Nottingham University Business School, University of Nottingham Ningbo China, 199 Taikang East Road, Ningbo 315100, China;3. Department of Marketing, Griffith Business School, Gold Coast Campus, Griffith University, QLD 4222, Australia;1. School of Hospitality Management, The Pennsylvania State University, 201 Mateer Building, University Park, State College, PA 16802, United States;2. School of Hospitality Management, The Pennsylvania State University, 224 Mateer Building, University Park, State College, PA 16802, United States;1. Department of Tourism, Sport and Hotel Management, Nathan Campus, Griffith University, Glyn Davis Building (N72) 0.17, 170 Kessels Road, Brisbane, QLD 4111, Australia;2. Department of Tourism, Sport and Hotel Management, Nathan Campus, Griffith University, (N72) 0.31, Brisbane, QLD 4111, Australia;3. Department of Tourism, Sport and Hotel Management, Nathan Campus, Griffith University, Glyn Davis Building (N72) 0.37, 170 Kessels Road, Brisbane, QLD 4111, Australia;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747 South Korea;2. School of Hotel and Tourism Management, Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;3. College of Economics, Can Tho University, 3/2 Street, Can Tho City, Vietnam;4. Department of International Tourism, Dong–A University, 1 Bumin–dong (2 Ga), Seo–gu, Busan 602-760, South Korea |
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| Abstract: | Despite the growing popularity of green hotels, there remains a dearth of research examining travelers’ intentions to choose green hotels. The study addresses this research gap by developing and testing an integrated model of green hotel behavior in an emerging market of India. We use a sequential approach of SEM and fuzzy set qualitative comparative analysis on 347 responses collected from Indian travelers to gain a more in-depth understanding of the role of biospheric value, green trust, willingness to pay premium, attitude, subjective norms, and perceived behavioral control in determining green hotel intentions. The findings show that presence of green trust is a significant and necessary condition for green hotel choice. Additionally, absence of willingness to pay premium, biospheric value, attitude, and subjective norm were found to deter travelers from choosing green hotels. These findings offer unique insights for managers in developing marketing strategies to enhance travelers’ green hotel adoption. |
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| Keywords: | Green hotels Green trust Biospheric value Willingness to pay premium Attitude Subjective norm |
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