Author Information

Rawan NimriFollow

Author Bios (50 Words for each Author)

Rawan Nimri is a PhD candidate at Griffith University in the Department of Tourism, Sport and Hotel Management. Her research interests include consumer behaviour, sustainable marketing, green practices in hotels and service marketing. She was awarded her master’s degree in marketing from the University of Jordan in 2013. She was a lecturer with the Business School at Al Isra University in Jordan for 2 years.

Abstract (150 Words)

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

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.