Anticipating Z-generation tourists’ green hotel visit intention utilizing an extended theory of planned behavior

Abstract

Due to the effect COVID-19 epidemic, promoting green consumption is now a key marketing strategy in the hospitality and tourism industry. As it is vital green hotels predict their customers’ visit intention, this study attempts to discover the factors affecting Taiwan’s Z-generation tourists’ green hotel visit intention using an extended theory of planned behavior [including personal moral norms (PMN) and environmental concern (EC)]. Data were gathered from 296 Z-generation tourists via an online survey, which was subsequently analyzed using partial least squares structural equation modeling. The results evidence that Z-generation tourists’ attitude, subjective norms, (SN) and perceived behavioral control positively and significantly influence their green hotel visit intention, with attitude being the most significant factor. Moreover, the mediation model analysis indicates Z-generation tourists’ attitude toward green hotels mediates the relationships between PMN, SN, EC, and visit intention. This study provides new insights into tourists’ green hotel visit intention and emphasizes the importance of attitude in the formation of intention.

Integrating values, ascribed responsibility and environmental concern to predict customers’ intention to visit green hotels: the mediating role of personal norm

“…Past studies have neglected this relationship. The previous research has predominantly used Ajzen’s (1991) TPB model to predict customers’ intention to visit green hotels ( Verma and Chandra, 2018 ; Pan et al, 2022 ). The current study developed a model that integrate the values in a chain relationship with personal norm and intention making it a novel theoretical addition.…”

“…Wang et al (2023) defined green hotel as "environmentally-friendly properties" whose managers are enthusiastic about implementing initiatives aimed at conserving water and energy, minimizing solid waste generation, and ultimately saving money, to protect the nature. Hotel management are currently placing increased emphasis on achieving a balance between environmental concerns and the utilization of resources (Wu and Cheng, 2019;Pan et al, 2022). Many hotels are developing Dong et al 10.3389/fpsyg.2023.1340491 Frontiers in Psychology 02 frontiersin.org green strategies in order to meet customers' demand and address their environmental concerns.…”

“…Many hotels are developing Dong et al 10.3389/fpsyg.2023.1340491 Frontiers in Psychology 02 frontiersin.org green strategies in order to meet customers' demand and address their environmental concerns. Pan et al (2022) posit that hotels have reduced water usage through the implementation of high-efficiency plumbing fixtures. Additionally, they prioritize the use of building waste, sustainable wood and leather.…”

Environmental corporate social responsibility initiatives and green customer citizenship behavior in tourism industry: the mediating roles of green trust, customer-company identification and green corporate image

“…Environmental corporate social responsibility initiatives refer to organizational efforts that prioritize environmental responsibility beyond what is required by regulations and acknowledge accountability for any negative impacts their operations may have on the surrounding environment (Pan et al , 2022; Vu et al , 2022). In the tourism industry, environmental corporate social responsibility initiatives can include reducing waste, conserving water, reducing energy consumption and implementing eco-friendly practices (Khatter et al , 2019).…”

“…First, this study fills the gap by exploring the impact of hotels’ environmental corporate social responsibility initiatives on green customer citizenship behavior. Previous studies mainly focused on customers’ intention to visit green hotels (Wang et al , 2023; Raza and Farrukh, 2023; Pan et al , 2022) but have overlooked the significant impact of hotels’ environmental corporate social responsibility initiatives on green customer citizenship behavior. Second, the study highlights the importance of incorporating environmental corporate social responsibility initiatives to customer–company identification, build green trust and improve green corporate image.…”