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Understanding guests’ behavior to visit green hotels: The role of ethical ideology and religiosity
Institution:1. Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;2. University of Sadat City, Sadat City, Menofia, Egypt;3. Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;1. Department of Nutrition, Dietetics, & Hospitality Management, College of Human Sciences, Auburn University, 328C Spidle Hall, Auburn, AL 36849-5605, United States;2. Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, 4450 University Drive, Room 227, Houston, TX 77204, United States;1. School of Computing, Faculty of Engineering, Universiti Teknologi Malaysia, 81310, UTM, Johor Bahru, Johor, Malaysia;2. Department of Business Strategy and Innovation, Griffith Business School, Griffith University, Gold Coast, Australia;3. Higher Education Institute of Al-Mahdi Mehr Isfahan, Isfahan, Iran;4. Department of Information Systems, Faculty of Computer Science & Information Technology, University of Malaya, 50603, Kuala Lumpur, Malaysia;5. CBA Research Centre, Department of Business Administration, Collage of Business and Administration, Princess Nourah Bint Abdulrahman University, Saudi Arabia;6. Intelligent Computing Research Group, Universiti Putra Malaysia, 43400 UPM, Serdang, Selangor, Malaysia;7. Department for Management of Science and Technology Development, Ton Duc Thang University, Ho Chi Minh City, Viet Nam;8. Faculty of Electrical & Electronics Engineering, Ton Duc Thang University, Ho Chi Minh City, Viet Nam;9. Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), Skudai, Johor 81310, Malaysia;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
Abstract:The main aim of this study is to develop and test a model to understand guests’ behavior to visit green hotel by merging the theory of planed behavior (TPB) with theories of ethics and religiosity in a single model. Furthermore, it examines the moderating role of ethical ideology. This research utilized a quantitative method to assess the suggested conceptual framework. Data were gathered from 871 participants and analyzed through Structural Equation Modelling (SEM). According to the study results, the suggested model shows a favorable prediction level of guests’ behavior, which confirmed the superiority of the proposed model. Our study indicated that TPB and ethical theory adequately explain guests’ behavior to visit green hotel. Ethical ideology was found to be a key driver of guests’ green decision-making process. Our study makes several contributions to the practice and theory by providing useful insights on drivers of consumers’ behavior to visit green hotels in the Egyptian hospitality environment.
Keywords:Green hotels  Theory of planned behavior  Ethical theory  Religiosity  Ethical ideology  Structural equation modelling
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