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Influencing Hotel Patrons to Use Reef-Safe Sunscreen

Author

Listed:
  • Christine Bergman

    (Food & Beverage and Event Management Department, University of Nevada, Las Vegas, NV 89154, USA)

  • Rochelle Good

    (William F. Harrah College of Hospitality, University of Nevada, Las Vegas, NV 89154, USA)

  • Andrew Moreo

    (Chaplin School of Hospitality Management, Florida International University, North Miami, FL 33199, USA)

Abstract

The health of Hawaiian coral reefs is threatened by sunscreen ingredients (e.g., oxybenzone). This study sought to determine factors leading to the pro-environmental behavior of using reef-safe sunscreen (RSS) and identify practices hoteliers could implement to influence patrons to engage in this behavior. The study applied a framework to model pro-environmental behavior in the hospitality industry. It proposed that attitudes, personal capabilities, and habits are causal variables that influence pro-environmental intention, the predictor of pro-environmental behavior. Contextual factors were proposed as moderating variables for the relationship between pro-environmental intention and pro-environmental behavior. Past Hawaiian hotel patrons ( n = 400) were the subjects for this survey. Intention to use RSS and the factors that influenced intention were investigated. Responses were analyzed using multiple linear regression and ANOVA. Results suggested that hotel patrons’ intention to use RSS was primarily influenced by three determinants: attitudes, personal capabilities, and contextual factors. Targeting the development of personal capabilities and employing contextual factors that facilitate the behavior were shown as effective methods to influence RSS use. Findings supported educational campaigns and complimentary RSS programs as practices that Hawaii hotel operators could use to influence patrons’ intention to use RSS.

Suggested Citation

  • Christine Bergman & Rochelle Good & Andrew Moreo, 2022. "Influencing Hotel Patrons to Use Reef-Safe Sunscreen," Tourism and Hospitality, MDPI, vol. 3(3), pages 1-22, June.
    • Handle: RePEc:gam:jtourh:v:3:y:2022:i:3:p:33-557:d:846995
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    References listed on IDEAS

    as
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    3. Tim Kurz & Benjamin Gardner & Bas Verplanken & Charles Abraham, 2015. "Habitual behaviors or patterns of practice? Explaining and changing repetitive climate‐relevant actions," Wiley Interdisciplinary Reviews: Climate Change, John Wiley & Sons, vol. 6(1), pages 113-128, January.
    4. Ertz, Myriam & Karakas, Fahri & Sarigöllü, Emine, 2016. "Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors," Journal of Business Research, Elsevier, vol. 69(10), pages 3971-3980.
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