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What Drives Tourists to Choose Green Hotels? Evidence from an Integrated Behavioral Framework

  • Kashish Dua Kashish Dua Research Scholar Jaypee Institute of Information Technology, Noida. India Kashish Dua ORCID Id ,  
  • Disha Bagga Disha Bagga Bharti College, University of Delhi India Disha Bagga ORCID Id ,  
  • Satyam Ranjan* Satyam Ranjan Corresponding author Independent Researcher, India India Satyam Ranjan ORCID Id
Received: September 28, 2025
Accepted: November 30, 2025
Published: December 02, 2025
Volume: 1 (2) | Page: 49-66

Abstract

The current study aims to identify the influence of peer influence and word of mouth on the attitude of consumers towards green hotels. Moreover, this research also proposes to examine the impact of attitude, subjective norms, perceived behavioural control, and personal norms on the intention of tourists to visit green hotels. The research model integrates theory of planned behaviour, value belief model and value attitude behaviour framework for assessing the tourist intention to visit green hotels. The responses are collected through an online survey from a sample of 415 tourists. Structural equation modelling (SEM) is used to determine the linear relationship among factors in the theoretical model. The results from the SEM analysis reveal that word of mouth and peer influence the intention of tourists to visit green hotels positively. Also, perceived behavioural control and personal norms significantly affect tourists' visit intention towards green hotels. The findings of the study have theoretical and practical implications beneficial to both marketers and consumers.

Keywords: green hotels, intention, personal norm, word of mouth, peer influence, theory of planned behaviour

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