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What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand

Author

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  • Akkhaporn Kokkhangplu

    (Department of Hospitality and Event Management, Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen 40002, Thailand)

  • Wanida Onlamai

    (College of Tourism and Hospitality, Sripatum University, Khon Kaen 40000, Thailand)

  • Tananat Chokpreedapanich

    (Department of Tourism Management, Faculty of Business Administration, Rajapark Institute, Bangkok 10310, Thailand)

  • Kraisak Phikul

    (School of Tourism and Hospitality Management, Suan Dusit University, Bangkok 10300, Thailand)

Abstract

Currently, the hospitality industry is related to environmental issues, generating both positive and negative impacts for the earth. Tourists are interested in staying and spending money in hotels that care about the environment. Based on the previous research in the hotel industry, empirical studies showed a relationship between perceived value and tourist satisfaction in general. Consequentially, this study aimed to empirically investigate the relationship between eco-friendly perceived value (EFPV), tourist satisfaction (TS) and behavioral intention to revisit eco-friendly hotels (BIVE) in Thailand. Data was collected from tourists who used to stay in an eco-friendly hotel in Thailand. This study investigated the mediation of TS in the relationship between EFPV and BIVE. Accordingly, the method employed structural equation modeling (SEM) to appraise the hypotheses. The results showed significant positive influences between EFPV, TS and BIVE. Moreover, EFPV and TS had significant and direct positive impacts on BIVE. Additionally, TS partially mediates the relationship between EFPV and BIVE. Regarding the finding, the theoretical and practical implications for enhancing EFPV and promoting TS toward increasing BIVE in the hotel industry are proposed in this study.

Suggested Citation

  • Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:4:p:3219-:d:1063698
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