Anticipating Z-generation tourists’ green hotel visit intention utilizing an extended theory of planned behavior

ABSTRACT: Due to the effect COVID-19 epidemic, promoting green consumption is now a key marketing strategy in the hospitality and tourism industry. As it is vital green hotels predict their customers’ visit intention, this study attempts to discover the factors affecting Taiwan’s Z-generation tourists’ green hotel visit intention using an extended theory of planned behavior [including personal moral norms (PMN) and environmental concern (EC)]. Data were gathered from 296 Z-generation tourists via an online survey, which was subsequently analyzed using partial least squares structural equation modeling. The results evidence that Z-generation tourists’ attitude, subjective norms, (SN) and perceived behavioral control positively and significantly influence their green hotel visit intention, with attitu

SUBMITTER: Pan J 

PROVIDER: S-EPMC9764080 | biostudies-literature | 2022 Jan

REPOSITORIES: biostudies-literature