文章基本信息

标题：Exploring Hotel Customers’ Green Decision-Making Processes
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作者：Chieh-Heng Ko
期刊名称：Open Access Library Journal
印刷版ISSN：2333-9705
电子版ISSN：2333-9721
出版年度：2021
卷号：8
期号：6
页码：1-18
DOI：10.4236/oalib.1107484
语种：English
出版社：Scientific Research Pub
摘要：This study examined hotel customers’ eco-friendly decision-making processes. Specifically, the current study tested the relationships among attitude toward green behaviors (ATGB), overall image (OI), visit intention (VI), word-of- mouth intention (WOMI), and willingness to pay more (WPM) by considering the effects of gender and age in a green hotel context. The results of structural equation analyses showed that OI is a positive function of ATGB and that OI significantly affects VI, WOMI, and WPM. Additionally, the findings from a structural modeling comparison revealed that OI completely mediates the effect of ATGB on components of behavioral intentions. Subsequent tests for metric invariance demonstrated that the relationships among study variables were generally stronger among females and high age groups. However, only the paths from OI to VI, WOMI, and WPM in the gender group and from OI to WPM in the age group were statistically significant. Implications and future research issues were discussed.
关键词：Green HotelAttitudes toward Green BehaviorsOverall ImageGenderAge