| dc.description.abstract | Environmental concerns are consistently a primary focus in contemporary
civilization, particularly because of the accelerated growth of the tourism sector
following the Covid epidemic, resulting in escalating pollution levels. The concept of
the green hotel emerged with the aim of satisfying consumer expectations in utilizing
tourism services while simultaneously maximizing environmental conservation.
Numerous research studies have examined the elements that influence green hotels,
with a primary focus on the perspective of hotel operators. However, there is a lack of
in-depth exploration of client perceptions, particularly in the Vietnamese market. This
study aims to investigate the various factors that impact customers' decision-making
process when selecting a green hotel. These factors include Green Perceived Value,
Green Perceived Quality, Green Perceived Risk, Perceived Behavioral Control,
Perceived Consumer Effectiveness, Environmental Knowledge, Collectivism, and
Subjective Norm. A quantitative study design was employed to collect data from
individuals who either desired or had previously utilized hotels when traveling in Ho
Chi Minh City. A total of 269 valid responses were obtained. Subsequently, this thesis
employed Structural Equation Modelling (SEM) to examine our hypotheses and
scrutinize our data. The findings confirm significant aspects that influence customers'
decision-making process towards environmentally friendly options. More precisely,
characteristics such as Green Perceived Value and Environmental Knowledge showed
positive and moderate impacts on the intention to attend. The results validate 6 out of 8
hypotheses and reveal the crucial facts regarding how customers perceive the factors
that influence their intention to visit. Although the research has several limitations, it
establishes the groundwork for future investigations, indicating the need to explore
possible service solutions and replicate the study in various geographical and industry
settings. | en_US |
