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Journal of Travel & Tourism Marketing Volume 36, 2019 - Issue 1
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Article

How do green attributes elicit pro-environmental behaviors in guests? The case of green hotels in Vietnam

Ho Le Thu TrangCollege of Economic, Can Tho University, Can Tho City, Vietnam
,
Jin-Soo LeeSchool of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong
&
Heesup HanCollege of Hospitality and Tourism Management, Sejong University, Seoul, KoreaCorrespondence[email protected]
Pages 14-28 | Received 03 Jan 2018, Accepted 04 Jun 2018, Published online: 13 Jul 2018
 
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ABSTRACT

This study aims to identify green-hotel attributes and determinants that contribute to guests’ intention generation for visiting a green hotel and practicing pro-environmental actions during their hotel stay. The study’s results find five dimensions (Customer benefit, Energy efficiency, Water efficiency, Recycling policy and Green characteristic) that underlie 24 green-hotel attributes. Out of the five dimensions, Customer benefit, Energy efficiency, and Green characteristic are found to positively affect pro-environmental value and attitude that in turn enhance intention to practice environmentally friendly actions and visit a green hotel, while pro-environmental value does not trigger pro-environmental attitude. Theoretical and managerial implications are discussed.

Disclosure statement

No potential conflict of interest was reported by the authors.

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