Understanding Guests’ Intention to Visit Green Hotels

Abstract

The purpose of this study was to expand existing knowledge of hotel consumers’ green behaviors by merging value-belief-norm theory and the theory of planned behavior into one theoretical framework to understand comprehensively consumers’ decision-making processes with respect to their intentions to visit a green hotel. Data collected from 757 respondents were analyzed. The results indicate that our integrated framework demonstrates a favorable level of prediction power for guests’ behavior, which verified the superiority of the suggested framework. Furthermore, its findings from fuzzy set qualitative comparative analysis indicate that: (a) attitude toward green hotels, perceived behavioral control, sense of obligation, and corporate image are key drivers of guests’ intentions to visit green hotels; (b) three distinct configurations of guests’ intention drivers are likely to result in a high degree of intentions among customers to visit green hotels. The three solutions all contain the conditions of high attitude, corporate image, biospheric value, and green activities, which means that these conditions are vital components of a high intention among customers to visit green hotels. This study contributes to the growing literature on sustainability in marketing and practice by providing useful insights about the determinants of guests’ behavior to use green hotels in the Egyptian hospitality context. It is one of the first empirical studies examining factors affecting guests’ behavior to use green hotels in the Egyptian hospitality context.

Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort

“…Green hotels are considered as those that help protect the environment through the implementation of water and energy-saving programs, as well as solid waste reduction initiatives, and that are seen as examples of the trend towards long-term sustainability and success in the lodging industry [30]. Over the past decades, the phenomenon of green customer behavior has raised the attention of researchers and marketers, particularly in the hospitality industry [31][32][33]. Green activities have a positive impact on corporate image in green hotels, which in turn influences consumers' positive intention to visit green hotels [31].…”

“…Over the past decades, the phenomenon of green customer behavior has raised the attention of researchers and marketers, particularly in the hospitality industry [31][32][33]. Green activities have a positive impact on corporate image in green hotels, which in turn influences consumers' positive intention to visit green hotels [31]. According to [31], hotel managers may strengthen the belief of guests that they can actively participate in protecting the environment if they stay in green hotels, and the literature calls for further research on how to convert non-ecotourists to ecotourists [34].…”

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

“…Other works, such as Wang et al [2] and Mercade et al [13], only used green word of mouth communication instead of green loyalty. The choice of trust, satisfaction and loyalty, as a consequence of the green image, is because, in a review of the available literature, it has been shown that these are dimensions which the best explain customers attitudes and behavior, and also they correspond with the main objective of this research [8,37]. This type of study is especially relevant for the Spanish hotel industry when there are used different communication tools to "sell" a green image by influencing its customers and increase the level of trust, satisfaction and loyalty.…”

“…The results showed that Generation Y is more aware of environmental aspects than other generations and that using green marketing strategies by hotels increases their level of satisfaction. In addition, Eid et al [8] have demonstrated a significant relationship between the green image of Egyptian hotels and guest satisfaction. But Assaker et al [41] have conducted a study using structural equations model applied to the luxury hotels' guests in London, and the results showed that the green image of hotels influences consumers satisfaction through the perception of quality.…”

“…In this context, hotel consumers show a positive attitude towards green hotel practices, which motivates hotels to continue working to improve their environmental impact performance [5][6][7]. Hospitality companies and the industry, in general, should 2 of 17 be aware of current sustainability trends and strive to orient their innovation operations towards more sustainability-oriented companies, as this will not only create a good image and reduce cost but also safeguard the natural attraction for the frequent guests [8,9].…”