How psychological and contextual factors contribute to travelers’ propensity to choose green hotels?

Rambalak Yadav, M. S. Balaji, Charles Jebarajakirthy

Research output: Journal PublicationArticlepeer-review

82 Citations (Scopus)

Abstract

Despite the growing popularity of green hotels, there remains a dearth of research examining travelers’ intentions to choose green hotels. The study addresses this research gap by developing and testing an integrated model of green hotel behavior in an emerging market of India. We use a sequential approach of SEM and fuzzy set qualitative comparative analysis on 347 responses collected from Indian travelers to gain a more in-depth understanding of the role of biospheric value, green trust, willingness to pay premium, attitude, subjective norms, and perceived behavioral control in determining green hotel intentions. The findings show that presence of green trust is a significant and necessary condition for green hotel choice. Additionally, absence of willingness to pay premium, biospheric value, attitude, and subjective norm were found to deter travelers from choosing green hotels. These findings offer unique insights for managers in developing marketing strategies to enhance travelers’ green hotel adoption.

Original languageEnglish
Pages (from-to)385-395
Number of pages11
JournalInternational Journal of Hospitality Management
Volume77
DOIs
Publication statusPublished - Jan 2019

Keywords

  • Attitude
  • Biospheric value
  • Green hotels
  • Green trust
  • Subjective norm
  • Willingness to pay premium

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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