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

    Author(s)
    Yadav, Rambalak
    Balaji, MS
    Jebarajakirthy, Charles
    Griffith University Author(s)
    Jebarajakirthy, Charles P.
    Year published
    2019
    Metadata
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    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 ...
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    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.
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    Journal Title
    International Journal of Hospitality Management
    DOI
    https://doi.org/10.1016/j.ijhm.2018.08.002
    Note
    This publication has been entered into Griffith Research Online as an Advanced Online Version.
    Subject
    Commercial services
    Marketing
    Marketing not elsewhere classified
    Tourism
    Publication URI
    http://hdl.handle.net/10072/380272
    Collection
    • Journal articles

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