Filipino domestic tourists’ intention to book green hotels— An application and extension of the theory of planned behavior

Added Title

National Business and Management Conference (9th : 2021)

College

Ramon V. Del Rosario College of Business

Department/Unit

Accountancy

Document Type

Conference Proceeding

Source Title

9th National Business and Management Conference

First Page

696

Last Page

707

Publication Date

11-2021

Physical Description

11 pages

Abstract

This research aims to determine the factors that affect Filipino domestic tourists’ intention to book green hotels and to determine if environmental concern influences the attitude, subjective norm, and perceived behavioral control of Filipino domestic tourists’ intention to book green hotels. The research adopted existing validated items to measure the variables used in this study. An online-survey questionnaire was deployed using snow-ball sampling technique. A series of regression analyses were utilized to determine if attitude, subjective norm, and perceived behavioral control mediate the relationship between environmental concern and booking intention in green hotels of Filipinos travelling domestically. All hypotheses are accepted. Environmental concern has a significant positive relationship with all the three original determinants of TPB – attitude, social norm, and perceived behavioral control in reference to Filipino domestic tourists’ intention to book green hotels. Perceived behavioral control is the strongest predictor with subjective norm coming in as a close second. Management implications and recommendations on future research based on the limitations of the current study were provided.

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Disciplines

Environmental Studies | Tourism and Travel

Keywords

Consumer behavior—Philippines; Sustainable tourism-—Philippines; Consumers' preferences—Philippines; Sustainable buildings—Philippines; Hotels—Philippines

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