Intention to Visit Green Hotel in Malaysia: The Impact of Personal Traits and Marketing Strategy

Zam Zuriyati Mohamad · Tengku Rahimah · Tengku Arifin · Azni Suhaily Samsuri

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Environmental Sustainability in Business Diverse Aspects of Tourism Research Consumer Behavior and Marketing Influence

Abstract

This study aims to determine the effect of personal traits and marketing strategy on the intention to visit green hotel. The predictors for personal traits are environmental knowledge, environmental attitude, self image and social influence while the predictors for marketing strategy are price, product, place and promotion. Two theories will be applied in this study to explain the effect of personal traits and marketing strategy on the intention to visit green hotel in Malaysia. The first theory is Theory Reasoned Action and the second theory is Marketing Mix Modeling. The target population for this study is the potential domestic hotel guests in Malaysia and the sample size for this study is 200. Data will be collected by distributing questionnaires to the potential domestic guests at Klang Valley and Penang. Structural Equation Modeling (SEM) will be used to analyse the data collected.

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References

1991The theory of planned behavior 1980Understanding Attitudes and Predicting Social Behavior 1993Research methods for business: A skill building approach 2013Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels 2011The influence of greening the suppliers and green innovation on environmental performance and competitive advantage in Taiwan 2010Green product purchase intention: Some insights from a developing country 2009“Green” segmentation: an application to the Portuguese consumer market 2010Do hotels' “green” attributes contribute to customer satisfaction?

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2022Selection of non-financial sustainability indicators as key elements for multi-criteria analysis of hotel chains 2022The effects of subjective knowledge, altruistic value and consumer self-confidence on the green purchase attitudes and green purchase behaviour of Chinese customers 2021CONSUMER MOTIVATIONS, ATTITUDE AND BEHAVIORAL INTENTION TOWARD GREEN HOTEL SELECTION

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