Factors influencing consumer behavioural intention and their effects on behaviour and willingness to pay for green hotels in Malaysia
Malaysia is one of the favourite destinations of tourists around the world; the numbers of tourists who visit this country increases gradually. Nowadays, environmental problems are discussed considerably, and people are starting to be aware of conservation activities. In the hotel industry, green...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/70837/1/FEP%202017%2017%20-%20IR.pdf |
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| Summary: | Malaysia is one of the favourite destinations of tourists around the world; the
numbers of tourists who visit this country increases gradually. Nowadays,
environmental problems are discussed considerably, and people are starting to be
aware of conservation activities. In the hotel industry, green hotel is becoming a new
trend that can attract guests who are concerned about the environment and intend to
be involved in green practices.
The general objective of this study is to investigate the relationship of attitude,
subjective norms, perceived behavioural control, and perceived value with
behavioural intention and its influence on behaviour and willingness to pay. The
target population of this study was 329 domestic and international tourists, who
visited green hotels in Malaysia during the survey period. The collected data were
statistically analysed using SPSS 21 and AMOS 21.
The findings of this study support the hypothesized relationship proposed in the
theoretical model. Specifically, the result of Structural Equation Model revealed a
relationship between TPB model, perceived value and guests’ behaviour toward
selecting green hotels in Malaysia. The results of the specific hypotheses tests
indicate a significant relationship between the behavioural intentions and
behavioural, willingness to pay of guests who selecting green hotels.
This study contributes new knowledge on the relationship between TPB and the
behavioural intention and behaviour of guests toward green hotels. The study also
extends the literature regarding the effect of the perceived value of guests on their behavioural intention and behaviour toward selecting green hotels in Malaysia. The
study can benefit hotel marketers, especially those of green hotels, in their
understanding of what tourists want and need. The findings of this study guide the
designing of effective marketing strategies to increase consumer behavioural
intention as well as to influence current tourists’ intention to return and recommend
green hotels in Malaysia to others. |
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