How psychological and contextual factors contribute to travelers’ propensity to choose green hotels?
By Rambalak Yadav, M. Balaji, Charles Jebarajakirthy. International Journal of Hospitality Management, 2019
233 citations recorded by the source corpus.
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.
Subfields: Management, Monitoring, Policy and Law, Marketing
View Paper: https://www.semanticscholar.org/paper/17d290606a1c8bc39ddf0f8e121c818672c58f10
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
Citations in the corpus
- Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions (2021, background): “The initiatives and services by organizations offered multiple benefits (e.g., Yadav et al., 2019) to customers by efficiently maintaining social distance and enriching delivery services and to catering enterprises by helping them survive the pandemic and reducing the spatio-temporal delay in order…”