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
1 -
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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Afsar, B. and Umrani, W.A. (2020), “Corporate social responsibility and pro-environmental behavior at workplace: the role of moral reflectiveness, coworker advocacy, and environmental commitment”, Corporate Social Responsibility and Environmental Management, Vol. 27 No. 1, pp. 109-125, doi: 10.1002/csr.1777.
Ahn, J. and Kwon, J. (2020), “Green hotel brands in Malaysia: perceived value, cost, anticipated emotion, and revisit intention”, Current Issues in Tourism, Vol. 23 No. 12, pp. 1559-1574, doi: 10.1080/13683500. 2019.1646715.
Ajzen, I. (1991), “The theory of planned behavior”, Organisational Behavior and Human Decision Processes, Vol. 50 No. 2, pp. 179-211, doi: 10.1016/0749-5978(91)90020-T.
Ali, S., Md, I.M. and Mutsumi, T. (2019), “Using SERVQUAL to determine Generation Y’s satisfaction towards hoteling industry in Malaysia”, Journal of Tourism Futures, Vol. 5 No. 1, pp. 62-74.
Asadi, S., Pourhashemi, S.O., Nilashi, M., Abdullah, R., Samad, S., Yadegaridehkordi, E., Aljojo, N. and Razali, N.S. (2020), “Investigating influence of green innovation on sustainability performance: a case on Malaysian hotel industry”, Journal of Cleaner Production, Vol. 258, 120860, doi: 10.1016/j.jclepro.2020.120860.
Asl, R.T. and Khoddami, S. (2022), “A framework for investigating green purchase behavior with a focus on individually perceived and contextual factors”, Business Perspectives and Research, 22785337221080505, doi: 10.1177/22785337221080505.
Balaji, M.S., Jiang, Y. and Jha, S. (2019), “Green hotel adoption: a personal choice or social pressure?”, International Journal of Contemporary Hospitality Management, Vol. 31 No. 8, pp. 3287-3305, doi: 10.1108/ IJCHM-09-2018-0742.
Chen, M.F. (2015), “An examination of the value-belief-norm theory model in predicting pro-environmental behaviour in Taiwan”, Asian Journal of Social Psychology, Vol. 18 No. 2, pp. 145-151.
Chen, M.F. (2020), “Moral extension of the protection motivation theory model to predict climate change mitigation behavioral intentions in Taiwan”, Environmental Science and Pollution Research, Vol. 27 No. 12, pp. 13714-13725, doi: 10.1007/s11356-020-07963-6.
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Chen, Y.C., Lee, C.S., Hsu, Y.C. and Chen, Y.J. (2021), “Why is green hotel certification unpopular in Taiwan? An analytic hierarchy process (AHP) approach”, ISPRS International Journal of Geo-Information, Vol. 10 No. 4, p. 255.
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Further reading Kang, S. and Nicholls, S. (2021), “Determinants of willingness to pay to stay at a green lodging facility”, International Journal of Hospitality Management, Vol. 94, 102834, doi: 10.1016/j.ijhm.2020.102834.
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