Filipino domestic tourists’ intention to book green hotels— An application and extension of the theory of planned behavior

• Main Author: Trinidad, Editha O.
• Format: text
• Published: Animo Repository 2021
• Subjects: Consumer behavior—Philippines; Sustainable tourism-—Philippines; Consumers' preferences—Philippines; Sustainable buildings—Philippines; Hotels—Philippines; Environmental Studies; Tourism and Travel
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/11253
• Institution: De La Salle University

This research aims to determine the factors that affect Filipino domestic tourists’ intention to book green hotels and to determine if environmental concern influences the attitude, subjective norm, and perceived behavioral control of Filipino domestic tourists’ intention to book green hotels. The research adopted existing validated items to measure the variables used in this study. An online-survey questionnaire was deployed using snow-ball sampling technique. A series of regression analyses were utilized to determine if attitude, subjective norm, and perceived behavioral control mediate the relationship between environmental concern and booking intention in green hotels of Filipinos travelling domestically. All hypotheses are accepted. Environmental concern has a significant positive relationship with all the three original determinants of TPB – attitude, social norm, and perceived behavioral control in reference to Filipino domestic tourists’ intention to book green hotels. Perceived behavioral control is the strongest predictor with subjective norm coming in as a close second. Management implications and recommendations on future research based on the limitations of the current study were provided.