Determinants of International Tourists' Intention to Choose Green Hotels: Examining the Roles of Eco-Friendly Activities, Attitudes, and Hotel Attributes

Abstract

Abstract: 

The hospitality industry faces growing pressure from consumers, regulators, and environmental groups to adopt sustainable practices. Hotel operators are responding by recognizing the environmental impact of their operations and implementing green initiatives to improve sustainability performance. As tourists’ environmental awareness grows, demand for responsible products and services has increased, making it essential for the industry to strengthen the concept of green hotels. Green hotels are accommodation establishments committed to sustainable practices, including energy conservation, water efficiency, and waste reduction. These initiatives minimize environmental impact, improve operational efficiency, and meet environmentally conscious consumers’ expectations. This study examines how environmentally friendly activities, eco-friendly attitudes, and hotel attributes influence tourists’ intention to choose green hotels. Using intercept survey data from tourists at four international airports in Malaysia, the findings confirm that environmentally friendly behaviours, eco-friendly attitudes, and green hotel attributes positively influence intention to select and stay in green hotels among tourists with higher environmental awareness, who better recognize and value hotels’ stronger environmental practices more.

     

 Keywords:  International Tourist, Green marketing practices, Green hotel, Environmental friendly attitude.