Investigating the intention of travelers to visit green-oriented hotels - based on (Theory of planned behavior and value-belief-norm theory) Case study: Parsian Hotel - Chaharmahal and Bakhtiari province
Subject Areas : Geography
SHAHRAM RAFIEI NAEINI
1
()
abdolreza farajirad
2
(Department of Geography, Faculty of Literature - Humanities and Social Sciences, Islamic Azad University, Science and Research Unit, Tehran, Iran)
Keywords: tourism and hospitality industry, theory of planned behavior and value-belief-norm theory, Parsian Hotel, Green Axis,
Abstract :
Today, the tourism industry has emerged as one of the fastest growing industries in the world. Despite its economic contribution, the growth and activities of the tourism industry have side effects. The activities related to the tourism and hospitality industry have caused pollution, produced a lot of waste and reduced natural resources. The main purpose of the preliminary investigation of this study is to integrate the developed theory of planned behavior and belief-norm value as basic concepts in understanding the intention to visit Parsian Green Tourist Hotel in Chaharmahal and Bakhtiari province. The method and investigation of this study was collected online in the form of a questionnaire of 160 items. Partial Least Square Structural Equation Modeling (PLS-SEM) technique was used to evaluate the study framework and the hypothetical relationship. The originality and primary value in this study shows that the theory of planned behavior and the theory of value-belief-norm integrate well the understanding of the tourist's intention to visit Green Parsian Hotel in Chaharmahal and Bakhtiari province. Importantly, the theory of planned behavior and value-belief-norm theory have been practical and useful in predicting the tourist's intention to visit a green hotel. In the study of practical concepts, it provides valuable results for green hotel operators to create effective strategies to attract tourists to visit green hotels. Also, the findings and results at the level of this study confirm that tourists' intention to stay in a green hotel is directly influenced by their perceived mental norms and behavioral control. In addition, this study confirms the insignificant relationship between green trust, personal norms and tourists' intention to stay. On the other hand, perceived ethics, responsibility, willingness to pay more, and perceived consumer effectiveness were significant in explaining customer subjective norms, personal norms, and perceived behavioral control.
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