Going green: predicting tourists' intentions to stay at eco-friendly hotels – the roles of green attitude and environmental concern

Abstract

PurposeBy anchoring on the ability-motivation-opportunity (AMO) framework, this research aims to examine the effect of tourists' green ability, motivation and opportunity to access green information on digital media platforms (green AMO) on their intention to stay at green hotels. The study also tests the moderating role of environmental concern and the mediating role of green attitude in this relationship.Design/methodology/approachAn online survey was conducted on large Facebook groups and by an international tour operator in March 2022. Through convenience sampling, 600 responses were collected from local and international tourists. Partial least squares structural equation modeling was performed to validate the research model.FindingsThe results reveal that tourists' intention to stay at green hotels is positively affected by their green AMO through indirect and direct channels. Specifically, green AMO indirectly effects tourists' intention to stay at green hotels by raising their green attitude. The results also indicate that the direct effect is moderated by environmental concern.Research limitations/implicationsThe findings demonstrate the importance of facilitating tourists' access to environmental information on social media platforms, which enhances green attitude and intention to stay at green hotels. This study also proposes practical solutions that managers of green hotels can employ to target green-oriented customers and conduct environmental campaigns on digital platforms.Originality/valueThe research is the first to investigate the effects of tourists' green AMO on their intention to stay at green hotels. It is also the first to explore the roles of environmental concern and green attitude in this relationship.

Assessing Green Practices on Eco-Friendly Hotel Customer Loyalty: A Partial Least Squares Structural Equation Modeling and Fuzzy-Set Qualitative Comparative Analysis Hybrid Approach

“…Firstly, this study confirms the effectiveness of the Stimulus-Organism-Response (S-O-R) theory in comprehending consumers' behavior towards eco-friendly hotel services. Previous research has successfully applied the S-O-R theory to understand the factors generating green attitudes and intentions among tourists staying in eco-friendly hotels [14]. However, we found no study addressing our specific concern-applying the S-O-R theory to investigate the factors influencing visitors' satisfaction with eco-friendly hotels and the outcomes of customer satisfaction, particularly from the perspective of local visitors in developing countries like Bangladesh.…”

“…Secondly, the primary focus of this study is to investigate local visitors' satisfaction with eco-friendly hotel services and the subsequent benefits derived for eco-friendly hotels, such as RVI, WOMI, and WTPP. However, previous studies on eco-friendly hotels primarily concentrated on visitors' green attitudes toward such establishments [14,108], the intention of young Indians to visit eco-friendly hotels [55], guests' intentions to visit eco-friendly hotels [12], and attitudes and concerns regarding visits to eco-friendly hotels [55]. Therefore, this study aims to provide empirical evidence for future researchers in fields related to green services, sustainable tourism, or eco-friendly hotel services.…”

“…Fourthly, this study has identified the reactions of satisfied customers towards ecofriendly hotels, offering valuable insights for future researchers in the field of eco-friendly tourism literature. Van Huy et al [14] concluded that visitor satisfaction significantly influences their intention to revisit eco-friendly hotels. Similarly, Kokkhangplu et al [40] also found that visitors' satisfaction plays a crucial role in influencing their intention to visit eco-friendly hotels.…”

“…Some studies have explored visitors' intention to visit eco-friendly hotels and their positive perception of eco-friendly hotel goods and services in various countries [6,[9][10][11][12]. For example, [13] investigated how visitors' mental health perceptions influence their satisfaction and revisit intention, while van Huy et al [14] uncovered that the visit intention of eco-friendly hotels depends on the green attitudes and environmental concern of customers. Sharma et al [15], on the other hand, observed that visit intention in eco-friendly hotels is significantly influenced by perception of the newness and uniqueness of the eco-innovative attributes of hotels.…”