What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand

Abstract

Currently, the hospitality industry is related to environmental issues, generating both positive and negative impacts for the earth. Tourists are interested in staying and spending money in hotels that care about the environment. Based on the previous research in the hotel industry, empirical studies showed a relationship between perceived value and tourist satisfaction in general. Consequentially, this study aimed to empirically investigate the relationship between eco-friendly perceived value (EFPV), tourist satisfaction (TS) and behavioral intention to revisit eco-friendly hotels (BIVE) in Thailand. Data was collected from tourists who used to stay in an eco-friendly hotel in Thailand. This study investigated the mediation of TS in the relationship between EFPV and BIVE. Accordingly, the method employed structural equation modeling (SEM) to appraise the hypotheses. The results showed significant positive influences between EFPV, TS and BIVE. Moreover, EFPV and TS had significant and direct positive impacts on BIVE. Additionally, TS partially mediates the relationship between EFPV and BIVE. Regarding the finding, the theoretical and practical implications for enhancing EFPV and promoting TS toward increasing BIVE in the hotel industry are proposed in this study.

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

“…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. However, this study delves deeper into understanding how visitors' satisfaction translates into outcomes such as revisit intention (RVI), word-ofmouth influence (WOMI), and willingness to pay a premium (WTPP).…”

“…Furthermore, Park and Kang [38] found that customers' green perceptions and their feelings toward eco-friendly artwork influence their intention to visit eco-friendly hotels. Noticeably, the majority of previous studies have mainly focused on foreign visitors or both local and foreign visitors [39,40]. Table 1 below provides an overview of several pertinent prior studies falling within the scope of this study.…”

“…Ecofriendly hotels believe in community engagement and social responsibility [42]. Generally, eco-friendly hotels are certificated and recognized by respective authorities, because of their focus on sustainable services [40].…”

“…When it comes to eco-friendly hotel stays, customers expect that the pricing policy and service standards of eco-friendly hotels will be equal. Kokkhangplu et al [40] identified that visitors expect eco-friendly hotels to fulfill several values, including functional value, social value, emotional value, epistemic value, and conditional value, before selecting an eco-friendly hotel to visit. Abdou et al [42] discovered that when ecofriendly hotels successfully satisfy customer values, customers exhibit customer citizenship behavior.…”

The Effect of Internet Celebrity B&B Service Quality on Customers' Behavioral Intention

“…Previous studies have found the CS mediation effect of SQ on BI [12,13]. There are also studies that confirm that CS mediates the effect of PV on BI [13][14][15]. The literature focusing on the contribution of IC B&B SQ to the interpretation of BI is sparse, and research on IC B&B is still in its infancy [16].…”