Visitors’ eco-innovation adoption and green consumption behavior: the case of green hotels
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 6 June 2023
Issue publication date: 23 February 2024
Abstract
Purpose
Green hospitality studies have not adequately focused on the diffusion of eco-innovative hotels amongst visitors. This study aims to fill this gap by identifying green hotel attributes that influence visitors’ adoption of eco-friendly hotel and their intentions to partake in green initiatives.
Design/methodology/approach
The paper uses a mixed-method approach to explore the drivers of customers’ green hotel adoption and consumption. In the qualitative phase, data were collected via 20 open-ended interviews and analyzed to derive a measurement scale. The scale was then tested through a survey comprising 500 respondents using structural equation modelling.
Findings
The study results elucidate how guests’ visit intentions and green consumption behavior is built through their perception of newness and uniqueness of eco-innovative attributes. Findings shed light on how green hotel’s sustainable communication and corporate social responsibility outreach efforts positively influence guest visit intentions.
Research limitations/implications
Study results reveal perceived eco-innovativeness as an important antecedent of visit intentions. Based on guest’s preferences, green hotels striving to increase its visitors’ base could begin by expanding their eco-innovative attributes.
Originality/value
Contrasting previous studies that have exclusively used the theory of planned behavior constructs, this study argues that diffusion of innovation constructs also offer valuable insights into guests’ visit intentions. While existing studies have covered limited number of eco-innovative attributes, this study adds to the literature by presenting a comprehensive set of attributes including trustworthiness of communication and observability of its social impacts.
Keywords
Acknowledgements
The authors would like to acknowledge that substantial portions of this paper have been adopted/taken out of the original PhD dissertation work of Dr Tanmay Sharma (first corresponding author) titled “Factors influencing visitors” eco-innovation adoption and green consumption behavior: The case of Green hotel.
Citation
Sharma, T., Chen, J.S., Ramos, W.D. and Sharma, A. (2024), "Visitors’ eco-innovation adoption and green consumption behavior: the case of green hotels", International Journal of Contemporary Hospitality Management, Vol. 36 No. 4, pp. 1005-1024. https://doi.org/10.1108/IJCHM-04-2022-0480
Publisher
:Emerald Publishing Limited
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