Values and information publicity shape tourists' intentions to visit green hotels: an application of the extended value-belief norms theory

Abstract

PurposeThe unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and inadequate resource management. Information publicity (IP) plays an effective role in influencing tourists' intentions to visit green hotels. Therefore, the current study has incorporated IP into the value-belief norm (VBN) framework to examine tourists' intentions to visit green hotels.Design/methodology/approachThis study is a correlational research design, and the purposive sampling technique was employed for the data collection. The study used 355 valid data and analyzed them via partial least squares structural equation modeling (PLS-SEM).FindingsThe study results show that egoistic values have the greatest impact on pro-environmental beliefs (ENBs). In addition, the results indicate the impact of ENB and IP on personal norms (PNs), leading toward the intention to visit green hotels.Practical implicationsThis study helps hotel managers devise and execute effective marketing strategies for green hotels. Hospitality marketers should pay more attention to values, orientations and IP, emphasizing the significance of these factors in increasing the visits of customers to green hotels.Originality/valueIP, an important factor that informs tourists about hotels that are environmentally friendly, has been neglected in the tourism research. This research examines the significance of IP in developing ENBs and influencing the PN of tourists.

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

“…Finally, the purposive sampling technique was employed to distribute a total of 505 questionnaires among hotel customers. Though the findings derived from the purposive sampling technique may not be generalizable, they still justify the appropriateness of conducting the study on a particular population ( Cheah and Phau, 2011 ; Verma et al, 2019 ), but it enables the researchers to control the sample’s representativeness through self-judgement to meet the research objectives ( Waris et al, 2023 ). The study specifically selects participants who visited hotels for at least 1 day.…”

“…Tourism brings several economic benefits such as the job creation, fostering growth in local economies, and contributing to revenue generation ( Fan et al, 2019 ; Song et al, 2022 ). At the same time, deteriorating environmental health and environmental awareness are increasing customer interest in staying at green hotels ( Waris et al, 2023 ). 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.…”