Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model

PurposeThis study aims to predict customers' intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).Design/methodology/approachA quantitative surve...

Full description

Bibliographic Details
Published in:MANAGEMENT OF ENVIRONMENTAL QUALITY
Main Authors: Waris, Idrees; Suki, Norazah Mohd
Format: Article; Early Access
Language:English
Published: EMERALD GROUP PUBLISHING LTD 2024
Subjects:
Online Access:https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001301985300001
author Waris
Idrees; Suki
Norazah Mohd
spellingShingle Waris
Idrees; Suki
Norazah Mohd
Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model
Environmental Sciences & Ecology
author_facet Waris
Idrees; Suki
Norazah Mohd
author_sort Waris
spelling Waris, Idrees; Suki, Norazah Mohd
Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model
MANAGEMENT OF ENVIRONMENTAL QUALITY
English
Article; Early Access
PurposeThis study aims to predict customers' intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).Design/methodology/approachA quantitative survey design was used to collect 340 valid responses from customers in Pakistan. Partial least square - structural equation modeling was used to assess the hypothesized relationships.FindingsThe results show that EC and awareness of consequences have a significant ascription of responsibility (AR) and personal norms (PN) towards INT. The results confirmed the moderating effect of PC on the relationship between PN and INT and the moderating effect of AEV on relationship between PN and INT and AR and INT. The findings indicate that PN does not mediate the relationship between AR and INT. These findings indicate that customers are aware of the consequences of resource depletion and environmental pollution that result from the unsustainable hotel practices. Therefore, customers tend to visit aesthetically green hotels at affordable prices.Practical implicationsThe study proposes that green hotels should design marketing strategies in a way that increases customers' awareness and concern towards environmental issues. Marketing campaigns focusing on environmental aspects of green hotels enhance its green reputation and motivate customers to visit green hotels. In addition, managers must consider enhancing the beauty of hotels at a competitive price.Originality/valueThis is the first study to use an extended NAM by integrating EC, average variance extracted and PC to predict customers' INT towards green hotels. The extended NAM framework provides comprehensive understanding of the relationships between EC, AR and PN regarding visiting green hotels. In addition, the study emphasizes on AEV's crucial role in influencing customers' INT to visit green hotels.
EMERALD GROUP PUBLISHING LTD
1477-7835
1758-6119
2024


10.1108/MEQ-05-2024-0211
Environmental Sciences & Ecology

WOS:001301985300001
https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001301985300001
title Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model
title_short Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model
title_full Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model
title_fullStr Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model
title_full_unstemmed Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model
title_sort Predicting sustainable tourism: examining customers' intention to visit green hotels using an extended norm activation model
container_title MANAGEMENT OF ENVIRONMENTAL QUALITY
language English
format Article; Early Access
description PurposeThis study aims to predict customers' intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).Design/methodology/approachA quantitative survey design was used to collect 340 valid responses from customers in Pakistan. Partial least square - structural equation modeling was used to assess the hypothesized relationships.FindingsThe results show that EC and awareness of consequences have a significant ascription of responsibility (AR) and personal norms (PN) towards INT. The results confirmed the moderating effect of PC on the relationship between PN and INT and the moderating effect of AEV on relationship between PN and INT and AR and INT. The findings indicate that PN does not mediate the relationship between AR and INT. These findings indicate that customers are aware of the consequences of resource depletion and environmental pollution that result from the unsustainable hotel practices. Therefore, customers tend to visit aesthetically green hotels at affordable prices.Practical implicationsThe study proposes that green hotels should design marketing strategies in a way that increases customers' awareness and concern towards environmental issues. Marketing campaigns focusing on environmental aspects of green hotels enhance its green reputation and motivate customers to visit green hotels. In addition, managers must consider enhancing the beauty of hotels at a competitive price.Originality/valueThis is the first study to use an extended NAM by integrating EC, average variance extracted and PC to predict customers' INT towards green hotels. The extended NAM framework provides comprehensive understanding of the relationships between EC, AR and PN regarding visiting green hotels. In addition, the study emphasizes on AEV's crucial role in influencing customers' INT to visit green hotels.
publisher EMERALD GROUP PUBLISHING LTD
issn 1477-7835
1758-6119
publishDate 2024
container_volume
container_issue
doi_str_mv 10.1108/MEQ-05-2024-0211
topic Environmental Sciences & Ecology
topic_facet Environmental Sciences & Ecology
accesstype
id WOS:001301985300001
url https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001301985300001
record_format wos
collection Web of Science (WoS)
_version_ 1812871766540812288