Going green: predicting tourists' intentions to stay at eco-friendly hotels – the roles of green attitude and environmental concern

Le Van Huy*, Hien T.T. Nguyen, Phan Hoang Long, Phan Quyen Phu Thi, Pham Tan Nhat

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    2 Citations (SciVal)

    Abstract

    Purpose – By anchoring on the Ability-Motivation-Opportunity (AMO) framework, this research aims to examine the effect of tourists’ green ability, motivation, opportunity to access green information on digital media platforms (green AMO) on their intention to stay at green hotels. The study also tests the moderating role of environmental concern and the mediating role of green attitude in this relationship.
    Design/methodology/approach – An online survey was conducted on large Facebook groups and by an international tour operator in March 2022. Through convenience sampling, 600 responses were collected from local and international tourists. PLS-SEM was performed to validate the research model.
    Findings – The results reveal that tourists’ intention to stay at green hotels is positively affected by their green AMO through indirect and direct channels. Specifically, green AMO indirectly effects tourists’ intention to stay at green hotels by raising their green attitude. The results also indicate that the direct effect is moderated by environmental concern.
    Practical implications – The findings demonstrate the importance of facilitating tourists’ access to environmental information on social media platforms, which enhances green attitude and intention to stay at green hotels. This study also proposes practical solutions that managers of green hotels can employ to target green-oriented customers and conduct environmental campaigns on digital platforms.
    Originality/value – The research is the first to investigate the effects of tourists’ green AMO on their intention to stay at green hotels. It is also the first to explore the roles of environmental concern and green attitude in this relationship.

    Funding

    This research is funded by the Vietnam National Foundation for Science and Technology Development (NAFOSTED) under grant number 502.02-2020.35.

    FundersFunder number
    National Foundation for Science and Technology Development502.02-2020.35

      Keywords

      • Ability-motivation-opportunity theory
      • Environmental concern
      • Green attitude
      • Green hotel
      • Social media

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