Do beliefs affect customers’ intentions to choose green hotels?

Abstract

Presents an effort to understand the formulation of future lodging customers’ intentions to choose Green Hotels. The study focused on the examination of beliefs’ impact on intentions. Results might be found useful among managers of green hotels or hotels, which would decide to “go green”. Future lodging customers were found to believe that staying at a Green Hotel makes them more environmentally scrupulous and socially responsible while enjoying healthy hotel premises and food. On the other hand, respondents seem rather cautious whether they would be able to find easily a Green Hotel at a convenient location and price. In overall, specific beliefs concerning green hotels were found to be able to influence travellers’ intentions to stay at a Green Hotel, at a moderate level, while beliefs are able to predict 21.9% of the variance in intentions. Better educated consumers expressed the highest level of intentions. Clustering indicated three segments of customers. The most promising one was named “Willing” and counted for 34.19% of the sample.