The Role of Expected Outcomes in the Formation of Behavioral Intentions in the Green-Hotel Industry
This article was originally published as: Lee, M., Han, H., & Willson, G. B. (2011). The Role of Expected Outcomes in the Formation of Behavioral Intentions in the Green-Hotel Industry. Journal of Travel and Tourism Marketing, 28(8), 840-855. Original article available here
Despite customers' increasing environmental concerns and demand for green products in the lodging industry, there has been a lack of research undertaken to identify critical factors in hotel consumers' eco-friendly decision-making processes. The present study was designed to identify the expected outcomes of staying at a green hotel from a customer's perspective and to examine the relationships between the identified factors and behavioral intentions (i.e., visit intention and word-of-mouth intention). To achieve these objectives, this study used both qualitative (a focus group) and quantitative (survey and regression analysis) methodological approaches. A total of seven expected outcomes were identified through the focus group. An online survey of U.S. hotel customers was conducted. The results of the regression analysis evidenced that hotel customers' expected outcomes of staying at a green hotel had a positive influence on behavioral intentions, which demonstrated the role of expected outcomes as direct antecedents of behavioral intentions and as an immediate reason for choosing a green hotel over a non-conventional hotel. Findings from an additional analysis indicated that healthy guestrooms, eco-friendly practices, and reduced expenses were positively associated with visit intention. Further, healthy guestrooms, reduced expenses, organic foods, and environmental protection had a positive and significant impact on word-of-mouth intention.