Decoding Behavioral Responses of Green Guests

Abstract

This thesis aims to present a unique perspective on the application of the theory of planned behavior (TPB) in the context of the green lodging industry via configurational modeling of three TPB dimensions in formulating hotel visitors’ behavioral responses. A questionnaire is employed to assess the objectives of the current study. In total, we approached and invited to participate, 320 guests at different green hotels between the period of June and July 2017. The analysis of the study was first carried out with structural equation modeling (SEM), then the configurational model was evaluated by employing the fuzzy-set qualitative comparative analysis (fsQCA), then finally the study’s necessary predictor was assessed by means of the necessary condition analysis (NCA). The study’s result from the SEM showed that attitudes towards the behavior improved the intention to recommend green hotels and the continued intention to visit green hotels. Likewise, subjective norms boosted the study’s guests’ desired behavioral outcome. Perceived behavioral control increased the study’s guests’ continued intention to visit green hotels; however, it was not sufficient to predict the guests’ intentions to recommend green hotels. The results from the fsQCA show that the conditions of equally the low and high levels of behavioral outcomes of green hotel guests can be explained by two causal models. Further, the necessary condition analysis results revealed that the attitude of green hotel guests towards behavior was just the necessary condition of the two expected behavioral responses green hotel guests.