THE INTENTION TOWARDS GREEN HOTEL SELECTION OF DOMESTIC TRAVELLERS TO CAN THO CITY

Abstract

The paper aims at analyzing the determinants that influence the intention to choose green hotels of Vietnamese tourists to Can Tho city, based on the primary data collected from 150 domestic travelers. The main data analysis methods include exploratory factor analysis method (EFA) and regression analysis method. The findings demonstrate that the five factors involving attitude toward green hotels, subjective norm, perceived behavioural control, environmental consciousness of tourists, and green hotel attributes positively affect the intention of tourists when selecting green hotels. As a result, hotel managers necessitate enhancing the green images of their hotels and promoting them on social media, introducing more environmentally friendly policies, and offerings proper promotion programs to bring the customers the green experience during their stay. Thanks to those activities, the customers can feel that they are giving a hand to environmentally protective behaviour. Furthermore, hotels should ensure the implementation of the green criteria based on the certified standards that the hotels have achieved. Managers of green hotels also need to understand customer attitudes and conduct the research regarding important green attributes for their customers to choose which environmental protection activities should be prioritized.