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The Role of Pro-Environmental Behavior, Environmental Knowledge, and Eco-Labeling Perception in Relation to Travel Intention in the Hotel Industry

Author

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  • Ana Težak Damijanić

    (Institute of Agriculture and Tourism, 52440 Poreč, Croatia)

  • Marija Pičuljan

    (Institute of Agriculture and Tourism, 52440 Poreč, Croatia)

  • Smiljana Goreta Ban

    (Institute of Agriculture and Tourism, 52440 Poreč, Croatia)

Abstract

Due to increasing concern about climate change and its impact on the tourism sector, it is vital to understand tourists’ decision-making process in relation to staying in green accommodations. Many factors influence tourists’ decision-making process; however, little research has been conducted on examining the antecedents of travel intention in relation to the hotel industry. Accordingly, the aim of the paper was to test the relationship among three antecedents of travel intention and tourists’ intention to stay in hotels with eco-labels. This was performed on a sample of tourists staying in hotels in Adriatic Croatia from July through August 2021. A self-complete questionnaire was used for data collection. Data processing included univariate statistics, multivariate analysis, and structural equation modeling. This research provided evidence that tourists’ eco-labeling perception and pro-environmental behavior influence their travel intention, that general environmental knowledge was positively related to tourists’ pro-environmental behavior and tourists’ eco-labeling perception, and that eco-labeling influences pro-environmental behavior. By examining indirect effects, it was determined that pro-environmental behavior mediates the relationship between environmental knowledge and travel intention and that eco-labeling perception mediates the relationship between environmental knowledge and travel intention and the relationship between environmental knowledge and pro-environmental behavior. The findings suggest that tourists’ pro-environmental behavior includes different consumer cost-effective behavior-related aspects.

Suggested Citation

  • Ana Težak Damijanić & Marija Pičuljan & Smiljana Goreta Ban, 2023. "The Role of Pro-Environmental Behavior, Environmental Knowledge, and Eco-Labeling Perception in Relation to Travel Intention in the Hotel Industry," Sustainability, MDPI, vol. 15(13), pages 1-15, June.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:13:p:10103-:d:1179561
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    1. Šimková Eva & Kořínková Barbora & Obršálová Kristýna, 2023. "Environmental Education of Tourists for Sustainable Tourism Development," Czech Journal of Tourism, Sciendo, vol. 12(1-2), pages 1-19, December.

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