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Anticipated Knowledge in Consumers’ Intentions to Visit Green Hotels: Extending the Theory of Planned Behaviour.

Abstract
This study explores a knowledge-related framework based on the theory of planned behaviour (TPB) model to more comprehensively explain the formation of customers’ intention to visit a green hotel. In particular, the extended TPB incorporates green hotel knowledge into the original TPB model. Results of structural equation modelling revealed that the proposed model provides a better fit with the data, and explains significantly greater amounts of variance in consumers’ visit intention. The results suggest that decision-making models such as the TPB incorporate knowledge. In this study, all relationships appeared to be significant as conceptualized according to the TPB. The findings provide further insight into the consumers’ decision-making processes which is essential for the development of green marketing strategies in the hotel context.
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