How Does Electronic Word of Mouth Impact Green Hotel Booking Intention?

Abstract

The aim of this study is to examine the effect of positive electronic word of mouth (eWOM) on green hotel booking intention using a comprehensive moderated-mediation framework. A total of 223 responses were collected through online survey. The results indicated that argument quality, source credibility, valence and consumer rating play a crucial part in consumers’ green hotel booking intention. The study contributes the eWOM, green marketing, and hospitality literature. The findings of this study will help the green hotel managers to know about the dynamic role that eWOM triggers, trust and consumers environmental concern play in green hotel booking intention.

Keywords:

• Elaboration likelihood model
• electronic word of mouth
• environmental concern
• green hotel
• trust

Acknowledgment

The infrastructural support provided by FORE school of Management, New Delhi in completing this paper is gratefully acknowledged.