The Impact of Planned Behavior on the Intention to Visit Green Hotels: Evidence from the Inbound Tourists visiting the Cultural Triangle
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Date
2020
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Publisher
Uva Wellassa University of Sri Lanka
Abstract
The theory of planned behavior (TPB) is widely used in the field of tourism to predict and
explain the tourists’ behavior in different contexts. There is a growing trend that tourists
prefer to deal with organizations that are less harmful to the natural environment. Also,
over the past years, specific efforts within the hospitality industry have given to the idea
of gaining competitive advantage through image building done with conservation and
sustainability initiatives. The study explained the viability of the extended theory of
planned behavior (TPB) together with the variable of past behavior to examine the
intentions of individuals to visit green hotels in the Cultural Triangle of Sri Lanka.
Accordingly, the study focused on identifying the impact of attitude, subjective norms,
perceived behavioral control, and frequency of past behavior on the intention of an
inbound tourist to visit a green hotel. A sample of 150 inbound tourists was selected using
convenience sampling technique and questionnaire survey was administered to collect
primary data. The findings revealed that attitudes, subjective norms, perceived behavioral
control, and frequency of past behavior, positively impact on the intention of tourists to
visit a green hotel. Additionally, the effect of frequency of past activity on intention to
visit a green hotel was partly mediated the TPB variables. The results indicated that the
adjusted TPB can be used to understand the behavioral intention of visiting a green hotel.
Keywords: Green hotels, theory of planned behavior, attitude, subjective norms,
behavioral intention, past behavior
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Keywords
Hospitality Management, Tourism Industry, Tourism Management, Event Management, Green Hotels