Anticipating Z-generation tourists’ green hotel visit intention utilizing an extended theory of planned behavior

Frontiers in Psychology

article

JiaLiang Pan¹  Yi-Man Teng²  Kun-Shan Wu³  Ting-Chung Wen³ 

[1] School of Business and Management, Jiaxing Nanhu University;College of Economics and Management, Yango University;Department of Business Administration, Tamkang University

关键词: Personal moral norms;    environmental concern;    Attitude;    Subjective norms;    Perceived control;    Intention;    Green hotel;   

DOI  :  10.3389/fpsyg.2022.1008705

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

Due to the effect COVID-19 epidemic, promoting green consumption is now a key marketing strategy in the hospitality and tourism industry. As it is vital green hotels predict their customers’ visit intention, this study attempts to discover the factors affecting Taiwan’s Z-generation tourists’ green hotel visit intention using an extended theory of planned behavior (including personal moral norms and environmental concern). Data was gathered from 296 Z-generation tourists via an online survey, which was subsequently analyzed using partial least squares structural equation modelling. The results evidence that Z-generation tourists’ attitude, subjective norms, and perceived behavioral control positively and significantly influence their green hotel visit intention, with attitude being the most significant factor. Moreover, the mediation model analysis indicates Z-generation tourists’ attitude toward green hotels mediates the relationships between personal moral norms, subjective norms, environmental concern, and visit intention. This study provides new insights into tourists’ green hotel visit intention and emphasizes the importance of attitude in the formation of intention.

【 授权许可】

CC BY