Purpose

Green hospitality studies have not adequately focused on the diffusion of eco-innovative hotels amongst visitors. This study aims to fill this gap by identifying green hotel attributes that influence visitors’ adoption of eco-friendly hotel and their intentions to partake in green initiatives.

Design/methodology/approach

The paper uses a mixed-method approach to explore the drivers of customers’ green hotel adoption and consumption. In the qualitative phase, data were collected via 20 open-ended interviews and analyzed to derive a measurement scale. The scale was then tested through a survey comprising 500 respondents using structural equation modelling.

Findings

The study results elucidate how guests’ visit intentions and green consumption behavior is built through their perception of newness and uniqueness of eco-innovative attributes. Findings shed light on how green hotel’s sustainable communication and corporate social responsibility outreach efforts positively influence guest visit intentions.

Research limitations/implications

Study results reveal perceived eco-innovativeness as an important antecedent of visit intentions. Based on guest’s preferences, green hotels striving to increase its visitors’ base could begin by expanding their eco-innovative attributes.

Originality/value

Contrasting previous studies that have exclusively used the theory of planned behavior constructs, this study argues that diffusion of innovation constructs also offer valuable insights into guests’ visit intentions. While existing studies have covered limited number of eco-innovative attributes, this study adds to the literature by presenting a comprehensive set of attributes including trustworthiness of communication and observability of its social impacts.

中文翻译：

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游客生态创新采纳与绿色消费行为：以绿色酒店为例

目的

绿色酒店研究没有充分关注生态创新酒店在游客中的传播。本研究旨在通过确定影响游客对生态友好型酒店的采用及其参与绿色倡议的意图的绿色酒店属性来填补这一空白。

设计/方法/途径

本文采用混合方法来探索客户采用和消费绿色酒店的驱动因素。在定性阶段，通过 20 次开放式访谈收集数据并进行分析以得出测量量表。然后通过使用结构方程模型对 500 名受访者进行的调查对该量表进行了测试。

发现

研究结果阐明了客人的访问意图和绿色消费行为是如何通过他们对生态创新属性的新颖性和独特性的感知来建立的。调查结果揭示了绿色酒店的可持续沟通和企业社会责任外展工作如何对客人的访问意图产生积极影响。

研究局限性/影响

研究结果表明，感知生态创新是访问意向的重要先决条件。根据客人的喜好，努力增加游客基础的绿色酒店可以从扩大其生态创新属性开始。

原创性/价值

对比以前专门使用计划行为结构理论的研究，本研究认为，创新结构的传播也为客人的访问意图提供了有价值的见解。虽然现有研究涵盖了有限数量的生态创新属性，但本研究通过提出一套全面的属性（包括通信的可信度和其社会影响的可观察性）来丰富文献。