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| Exploring Visit Intention to Green Hotels Using the Norm Activation Model (NAM) Theory and the Moderating Effects of Guest's Demographic Attributes
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John Vincent G. De La Cruz, MSHTM
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Abstract:
The hotel industry is fiercely competitive and requires innovation to attract guests. Innovation includes adopting proactive steps to be environmentally-friendly. This causal research explores what influences them to visit green hotels on the basis of the sequential model of the norm activation model (NAM) theory due to research calls for developing deeper understanding about green visit intention. The attributes of guests will also be investigated to explore if it moderates the model of the study. 150 respondents who are familiar with green hotels and have visited a green hotel or resort for at least once a year were gathered through online survey. Data were analyzed using a structural equation modeling (SEM) through the WarpPLS 7.0. The findings demonstrated that by raising awareness of the consequences and highlighting their responsibility for environmental concerns, personal norms may be enhanced and green visit intention will be promoted. The demographic attributes of guests, such as age, sex, and income, were shown to have no moderating influence on the study's model. The connection between personal norms and green visit intention was found to be moderated only by educational background.
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