The effects of environmental and luxury beliefs on intention to patronize green hotels: the moderating effect of destination image

Abstract

Recent research has demonstrated a disconnect between environmental beliefs and behavior when it comes to the consumption of hospitality products. Unfortunately, while many consumers believe that hotels should engage in green practices, there is mounting evidence that such beliefs do not necessarily translate into actual purchases of sustainable products. The purpose of this research is to examine this issue by developing an integrated framework establishing the relationships among the beliefs, attitudes, and behaviors associated with the consumption of the green hotel product. In particular, we are concerned with the effects of consumers' beliefs regarding the luxury-based trade-offs associated with staying in green hotels. Additionally, we seek to establish the role of destination image as a determinant of the relationships specified in the proposed nomology. The results support our overall hypothesis that the established disconnect between environmental values and sustainable hospitality consumption behavior is at least partially attributable to the cognitive evaluation of the attributes of the hotel's destination. Specifically, our results show that, while the belief that green hotels are less luxurious translates to unfavorable attitudes toward green hotels in urban tourism destinations, this relationship does not occur in nature-based tourism destinations.

对环境和奢华的信念影响绿色酒店光顾的意图：目的地形象的调节作用

摘要：最近的研究表明当涉及到的好客产品的消费时环保观念和行为之间的脱节。不幸的是，虽然许多消费者认为，酒店应该搞环保措施，但是越来越多的证据表明，这种信念并不一定可以转化为可持续产品的实际购买。这项研究的目的是通过开发一个集成框架，建立信念、态度与绿色酒店产品消费相关行为之间的关系来研究这个问题。特别地，我们关心的是消费者关于奢侈品为主的交易和与住在绿色饭店相关联的信念的影响。此外，我们寻求建立在所提出的概念范围内目的地形象对上述关系的决定性作用。研究结果支持我们整体的假设，即环境价值和可持续招待消费行为之间出现脱节部分归因于顾客对酒店目的地的属性认知评价。具体而言，我们的研究结果表明，虽然绿色饭店不够豪华的理念可能转化为对绿色饭店所在的城市旅游目的地的不利态度，这种关系不会发生在以自然为基础的旅游目的地。

Keywords:

• green hotels
• consumer behavior
• destination image
• nature-based tourism
• urban tourism

关键词:

• 绿色酒店
• 消费者行为
• 目的地形象
• 自然旅游
• 城市旅游

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Nathaniel D. Line

Nathan Line is an assistant professor in the Dedman School of Hospitality at Florida State University. His primary research interests include sustainable hospitality provision and sustainable destination management.

Lydia Hanks

Lydia Hanks is an assistant professor in the Dedman School of Hospitality at Florida State University. Her primary research interests include corporate social responsibility, service failure and recovery, and consumer behavior.