|Ho, Le Thu Trang
|How do green hotel attributes contribute to customer's pro-environmental intentions in Vietnam?
|Lee, Jinsoo (SHTM)
|Hong Kong Polytechnic University -- Dissertations
Hotels -- Environmental aspects
Hotels -- Vietnam
|School of Hotel and Tourism Management
|167 pages : color illustrations
|The literature has provided comprehensive and extensive understanding on customer's eco-friendly behavioral intentions, but it misses in exploring and investigating the formation of hotel guest's intention to practice pro-environmental actions and intention to visit a green hotel. Therefore, this dissertation aims to identify determinants that contribute to the formation of these eco-friendly intentions. This is the first holistic and comprehensive empirical research to explore the structural relationship of hotel guest's eco-friendly behavioral intentions with their determinants. To achieve the research purposes, this study was designed as quantitative research using qualitative support for developing a research instrument. First, the literature was reviewed to generate measurement dimensions for relevant constructs including green hotel attributes, customer's pro-environmental perceived value, pro-environmental attitude, intention to practice pro-environmental actions in green hotel and intention to visit a green hotel. Then, in-depth interviews with hotel guests and professionals in Vietnam were implemented to rectify the structural questionnaire. Finally, the main survey, which was based on convenient sampling targeting hotel guests who stayed at green hotels in Vietnam, was conducted. A total of 309 valid questionnaires were collected in four big cities of Vietnam (Hanoi, Danang, Hochiminh and Cantho), and the proposed constructs and the structural model were tested using the AMOS (Analysis of Moment Structures) software package. This study generated five dimensions (Customer benefit, Energy efficiency, Water efficiency, Recycling policy and Green characteristic) involving 24 green hotel attributes and validated the assessment tool for them. Comparing to the pro-environmental fields in hotel management perspectives, this finding established two new dimensions which were "Customer benefit" and "Green characteristic". In addition, the result confirmed the role of green hotel attributes in shaping eco-friendly behavioral intentions (i.e. intention to practice environmentally friendly actions and intention to visit a green hotel) by considering the impact of hotel guest's environmentally friendly perceived value and attitude. Especially, "Customer benefit" was found as the most significant determinant among five dimensions of green hotel attribute. The empirical results of this study made contributions to the hospitality literature and provide beneficial implications for hoteliers in proposing appropriate green strategies. Finally, the limitations of this research and suggestions for future one were addressed.
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