947800

research-article2020
JHTXXX10.1177/1096348020947800Journal of Hospitality & Tourism ResearchEid et al. / Understanding Guests’ Intention

UNDERSTANDING GUESTS’ INTENTION

TO VISIT GREEN HOTELS

Riyad Eid
United Arab Emirates University

Gomaa Agag
Nottingham Trent University, Business School

Yasser Moustafa Shehawy

University of Sadat City

The purpose of this study was to expand existing knowledge of hotel consumers’ green
behaviors by merging value-belief-norm theory and the theory of planned behavior
into one theoretical framework to understand comprehensively consumers’ decision-
making processes with respect to their intentions to visit a green hotel. Data collected
from 757 respondents were analyzed. The results indicate that our integrated framework
demonstrates a favorable level of prediction power for guests’ behavior, which verified
the superiority of the suggested framework. Furthermore, its findings from fuzzy set
qualitative comparative analysis indicate that: (a) attitude toward green hotels, perceived
behavioral control, sense of obligation, and corporate image are key drivers of guests’
intentions to visit green hotels; (b) three distinct configurations of guests’ intention
drivers are likely to result in a high degree of intentions among customers to visit
green hotels. The three solutions all contain the conditions of high attitude, corporate
image, biospheric value, and green activities, which means that these conditions are
vital components of a high intention among customers to visit green hotels. This study
contributes to the growing literature on sustainability in marketing and practice by
providing useful insights about the determinants of guests’ behavior to use green hotels
in the Egyptian hospitality context. It is one of the first empirical studies examining
factors affecting guests’ behavior to use green hotels in the Egyptian hospitality context.

Keywords: Green hotels; theory of planned behavior; value-belief-norm theory;

corporate image; structural equation modelling; and fsQCA

Authors’ Note: The authors sincerely thank the editor, the associate editor and the anonymous
Journal of Hospitality & Tourism Research’s reviewers for their constructive and valuable
comments and suggestions. This work was funded by the UAEU Grant (31B106-UPAR (2) 2018.

Gomaa Agag is also affiliated with Sadat City University, Menofia, Egypt.

Yasser Moustafa Shehawy is also affiliated with Department of Business Administration, Tourism
Management, College of Business Administration, Jazan University, Kingdom of Saudi Arabia.

Journal of Hospitality & Tourism Research, Vol. XX, No. X, Month 201X, 1­–35
DOI: 10.1177/1096348020947800 ogdr/.oi/p:stht

© The Author(s) 2020

1
2   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Introduction

The phenomenon of green customer behavior has emerged as a new para-

digm of marketing for researchers and marketers in the realm of customer
behavior studies (Lai & Cheng, 2016). In this regard, previous research has paid
considerable attention to the term “green” in the hospitality and tourism sector
(Han et al., 2017; Morren & Grinstein, 2016). Any hotel seeks to improve con-
sumers’ behavior vis-à-vis its business (Jani & Han, 2013). Several hotels have
developed sustainability programs, guidelines, and plans with a view to improv-
ing their consumers’ positive behavior or intentions (Han, 2015).
Over the past few decades, a remarkable awareness of sustainable consump-
tion has grown among consumers and businesses (Paul et al., 2016; Tang &
Lam, 2017), as consumers become more aware of the seriousness of environ-
mental issues and continuously search for and use green products and services
(Ko et al., 2013; Lee et al., 2010; Line & Hanks, 2016; Paul et al., 2016; Yadav
et al., 2016). Similarly, environmental issues represent a major concern for all
the firms nowadays that try to reconcile the growth of their business with less
harmful effects on natural resources (Yadav et al., 2016). In response to the
increase in environmental laws and pressure from society and the market, many
amid increasing environmental regulations and societal pressures (Paul et al.,
2016). Hotels all over the world have constantly implemented green initiatives
and become more familiar with environmental practices (E. S. W. Chan, 2013;
E. S. W. Chan et al., 2014).
The concept of a green hotel is well articulated by the Green Hotels
Association (2008), which states that “Green Hotels are environmentally
friendly properties whose managers are eager to institute programs that save
water, save energy and reduce solid waste—while saving money—to help pro-
tect our one and only earth!” This statement includes key green management
practices in the hotel industry, such as saving energy and water, managing waste
and educating guests about the environment (Kotler et al., 1999). Numerous
studies have highlighted the positive outcomes of carrying out green marketing
initiatives, especially in the hospitality and tourism industry (Agag, 2019; E. S.
W. Chan, 2013; Han & Yoon, 2015). Ko et al. (2013) point out that green prac-
tices have a significant influence on the corporate image. Kim et al. (2013) con-
firm the positive impact of green practices on consumers’ intention to visit hotels
and hence on the level of hotels’ profits (E. S. W. Chan & Wong, 2006) and their
competitive advantage over others (Singjai et al., 2018).
In the context of hospitality and tourism, several studies related to pro-
environmental intentions have applied the theory of planned behavior (TPB) to
predict consumers’ behavioral intentions through its three components, that is,
attitudes, subjective norms, and perceived behavioral control (PBC; Han et al.,
2017; Miao & Wei, 2016; Morren & Grinstein, 2016). While the TPB is a robust
model that has been widely used in the tourism context to understand green
behavior, it is rooted in an expectancy-value theory of behavior (Ajzen, 1991).
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 3

Consequently, the TPB is limited to explaining green behaviors which many

hypothesize are driven by the activation of egoistic value, personal norms, and
altruistic value (Roos & Hahn, 2019; Stern & Dietz, 1994). In the context of
green consumption, prior studies focused on consumer purchase intention as the
main dependent variable of their conceptual framework. Therefore, a coherent
theoretical framework is needed for investigating the factors affecting guests’
actual behavior to visit green hotels, and then for developing strategies to
encourage it.
With this in mind, the present study adopts an idiosyncratic distinct approach
to investigating the factors that affecting guests’ intentions to visit green hotels;
it develops and empirically tests a comprehensive framework, and by doing so
adds to the current literature since, to the best of our knowledge, this has not so
far been done by any other study. The contributions that it makes to the tourism
and hospitality literature are as follows: (a) a robust framework which by inte-
grating TPB and value-believe-norm (VBN) theory can provide us with a com-
prehensive understanding of guests’ intention to visit green hotels; (b) a
comparison of TPB, VBN, and our suggested framework in order check whether
the last of these is superior; (c) an examination of the role of the study variables
in guests’ intention to visit green hotels; and (d) an answer to the question
whether the combination of these variables should be examined, in a better
approach, using (fuzzy set qualitative comparative analysis [fsQCA])? The find-
ings of this study provide a useful insight into the sources of the intention to visit
green hotels.

Literature Review and Development of Hypotheses

Our conceptual framework is based on an extended TPB with a VBN theory

(see Figure 1). The TPB (Ajzen, 1991) has been used as a useful model to
understand green behavior for various purposes. First, the theory’s main factors
hold primary predictors of consumers’ behavior pertinent in green consumption
environment. The effectiveness of TPB in investigating consumers’ behaviors
has been validated in a great variety of settings (Agag & Eid, 2019; Ajzen,
1991; Han et al., 2010; Han et al., 2017; Lam & Hsu, 2006). In particular, it has
been successfully used in the tourism and hospitality context, for example, in
international traveling, convention participation (Lee, Back, & Kim, 2009), lei-
sure participation (Ajzen & Driver, 1991), destination choice (Lam & Hsu,
2006), the online purchase of travel products (Agag & El-Masry, 2016b), green
hotels (Han, 2015; Han et al., 2010). Second, Ajzen (1991) recommended the
inclusion of additional variables. It is much appropriated to investigate the rela-
tive effect of egoistic and biospheric value and examine customers underlying
belief and value structure of green behavior. Finally, marketers and managers
use the TPB as a very useful model to develop behavioral change interventions
(Roos & Hahn, 2019). Consequently, the present study model has been devel-
oped based on the integration of Ajzen’s (1991) TPB with a value-based theory
4   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Figure 1
Theoretical Framework and Hypotheses

and evaluate its addition based on criteria recommended by Fishbein and Ajzen
(2010), addressing the call for further development of this theory (Head &
Noar, 2014).
Furthermore, the present study adopted the VBN theory model to enhance the
TPB power. Despite the TPB theory has been succeeded in explaining green
consumption, it has also faced some criticism by some studies (Gyurko, 2011;
Hsu et al., 2010). One notable criticism of the TPB is its lack of the moral effect
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 5

consideration. By integrating the TPB theory with the VBN theory, this limita-
tion is supposed to be minimal. Prior studies integrated the TPB and VBN for
better explanatory power of behavior (Kiatkawsin & Han, 2017). Bamberg and
Schmidt (2003) asserted that the theories focus on different aspects of social
behavior and were developed in different contexts so they should be integrated
due to their differences, not due to their similarities. Ajzen (1991) pointed out
that an addition of personal norm could increase the TPB explanatory power, as
none of the TPB variables captures the effect of moral considerations, and would
consequently bring the moral aspect to the behavioral intention.
Previous research (e.g., Harland et al., 1999; Kiatkawsin & Han, 2017;
Landon et al., 2018; Park & Han, 2014) suggests that there are two main domains
to predict a consumer’s pro-environmental behavior. These include self-interest
motives and prosocial motives (Han et al., 2016). The former approach is the
more traditional view. This approach suggests that consumers are willing to per-
form a pro-environmental behavior for personal interest. For example, if a con-
sumer has a favorable attitude toward green product, the consumer is more likely
to buy the product. In this aspect, attitudinal theories, such as the TPB, have
been widely applied to predict consumer’s pro-environmental behavior (Han
et al., 2016). The latter prosocial motives are explained by the VBN theory
(Stern et al., 1999). The VBN theory framework has been used in previous stud-
ies to examine the role of prosocial motives in consumer’s environmentally
responsible decision making (Han, 2015; Landon et al., 2018). For instance, a
consumer’s sustainable consumption is predominantly affected by their moral
consideration. Performing certain types of pro-environmental behaviors often
increases one’s personal costs (Harland et al., 2007). In other words, consumers
may be required to spend more money if they opt for a green item. Moreover,
they may need to sacrifice convenience and put more time and effort to find the
options available near them.
In early pro-environmental behavior studies, models based on knowledge and
attitude toward the environment have been prevalent (Kollmuss & Agyeman,
2002). This led to many public campaigns aiming to increase public knowledge
on environmental issues. Later, researchers found this approach to be ineffective
(Juvan & Dolnicar, 2014). Eco-friendly behavior research has been approached
via two main avenues, altruism and self-interests (Bamberg & Moser, 2007).
Researchers who view environmentally responsible behaviors to be prosocially
motivated usually adopted moral norm based theories such as the VBN theory
by Stern et al. (1999). On the other hand, there are researchers who view eco-
friendly behavior to be motivated by self-interests. Self-interest theories are
based on the assumption that actions are motivated by rewards or outcomes (Hsu
et al., 2010). Kiatkawsin and Han (2017) further suggested a mixture of both
views is probably the best approach. Therefore, the proposed research model
(Figure 1) is anticipated to offer a more comprehensive understanding of guests’
behavior to visit green hotels by integrating TPB and the VBN theory.
6   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Attitude to Green Hotels

Fishbein and Ajzen (1975, p. 15) define attitude as “learned predisposition to

respond in a consistently favorable or unfavorable manner with respect to a
given object.” For the purposes of the present study, attitude refers to the strength
of a consumers’ favorable or unfavorable feeling toward green hotels. Attitude
plays a crucial role in predicting consumers’ behavioral intentions (Agag &
El-Masry, 2016c; Amaro & Duarte, 2015).
Van Liere and Dunlap (1980) speak of the increasing importance of environ-
mental concerns in consumer studies, as customers intend to pay more for ethi-
cal and sustainable products (Caruana, 2007). Consequently, Paul et al. (2016)
propose that environmental concerns as variables must be added to Ajzen’s TBP
model to more comprehensively understand consumers’ green purchase inten-
tions, for few studies have explored the effect of environmental concerns on
consumers’ green purchase intention. Environmental concerns refer to “the
degree to which individuals are more aware of the environmental problems as
well as supporting all efforts to solve it” (Dunlap & Jones, 2002, p. 485).
Furthermore, Hartmann and Apaolaza-Ibáñez (2012) find the positive direct and
indirect influence of environmental concerns on consumers’ attitudes and their
intention to purchase green energy. In the tourism and hospitality context,
numerous studies have established that consumers’ attitude to green hotels is
positively influenced by environmental concerns (Paul et al., 2016).
Because green hotels represent an emerging issue, social influences and posi-
tive recognition exert a powerful effect on the sustainable development of green
hotels. B. Wu and Chen (2017) state that consumer behavior is influenced by
that of other consumers. Therefore, we should investigate the influence of social
motivation on guests’ intention to visit green hotels. In the tourism context, sev-
eral studies have remarked that customers’ attitude to green products is posi-
tively susceptible to social influence (Kim et al., 2013).
In prior research, a high level of awareness of consequence is shown to lead
to high social motivation and a more favorable attitude to green hotels (Park &
Ha, 2014). Zhang et al. (2017) declare that the awareness of consequences has a
positive influence on personal norms and consumers’ attitude to green hotels.
Moreover, guests with high awareness of the positive consequences of visiting
green hotels are more likely to feel under social pressure to visit green hotels.
Based on the above discussion, the following hypotheses (null and alternative)
are proposed.

Null Hypothesis 1: Environmental concerns have no significant direct and positive

influence on guests’ attitudes to green hotels.
Alternative Hypothesis 1: Environmental concerns have a direct and positive influ-
ence on guests’ attitudes to green hotels.
Null Hypothesis 2: Social motivation has no significant positive influence on guests’
attitudes to green hotels.
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 7

Alternative Hypothesis 2: Social motivation has a positive influence on guests’ atti-

tudes to green hotels.
Null Hypothesis 3: Awareness of consequences has no significant positive influence
on guests’ attitudes to green hotels.
Alternative Hypothesis 3: Awareness of consequences has a positive influence on
guests’ attitudes to green hotels.
Null Hypothesis 4: Awareness of consequences has no significant positive influence
on perceived behavior control.
Alternative Hypothesis 4: Awareness of consequences has a positive influence on
guests’ attitudes to green hotels.
Null Hypothesis 5: Awareness of consequences has no significant positive influence
on the sense of being obliged to visit green hotels.
Alternative Hypothesis 5: Awareness of consequences has a positive influence on
the sense of being obliged to visit green hotels.

Values and Beliefs Underlying Green Hotels Visiting Intention

The VBN theory is a framework built on three components: values, beliefs,

and norms (Stern et al., 1999). Schwartz (1992, p. 21) defined value as “a desir-
able trans-situational goal varying in importance, which serves as a guiding
principle in the life of a person or other social entity.” For the value components,
Stern et al. (1999) simplified Schwartz’s (1992) theory of basic values and
implemented it to the VBN. Environmental awareness is generally promoted by
the collective values or the altruism value type. The second type of value, bio-
spheric, refers to the biosphere and other species. Last, egoistic value places an
importance on one’s own interests within the society (Stern, 2000). Personal
values have received major attention from various research disciplines, and their
relationships as predictors of personal norm have often been supported (Li &
Cai, 2012; Piscicelli et al., 2015).
Building on norm activation research by Schwartz (1977, 1994), Stern et al.
(1999) argue that personal norms are based on individual values and the moti-
vation to protect them with appropriate behavior. One of the present study
objective is to uncover the structure of consumers’ underlying values and
beliefs regarding green consumption. Building on Schwartz’s (1977, 1994)
norm activation and value research, Stern et al. (1999) develop a VBN theory
that suggests an individual’s altruistic (i.e., concern for the well-being of other
humans) and biospheric (i.e., concern for the state of the environment and the
well-being of other species) value orientations are positively related to the for-
mation of a personal norm to behave in a sustainable way, while an egoistic
value orientation (e.g., material wealth, success, authority) is negatively related
to personal norms.
Despite few studies investigated the influence of the value orientation of
(egoistic) self-enhancement and (altruistic and biospheric) self-transcendence as
values on the sense of being obliged to visit green hotels, Roos and Hahn (2019)
8   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

maintain that consumers’ biospheric and altruistic value orientation positively

influences consumers’ personal norms, while consumers’ egoistic values nega-
tively affect personal norms. Thus, we propose the following hypotheses:

Null Hypothesis 6: Guests’ egoistic values have no significant negative influence on

their sense of being obliged to visit green hotels.
Alternative Hypothesis 6: Guests’ egoistic values have a negative influence on their
sense of being obliged to visit green hotels.
Null Hypothesis 7: Guests’ biospheric value orientation has no significant positive
influence on their sense of being obliged to visit green hotels.
Alternative Hypothesis 7: Guests’ biospheric value orientation has a positive influ-
ence on their sense of being obliged to visit green hotels.
Null Hypothesis 8: Guests’ altruistic value orientation has no significant positive
influence on their sense of being obliged to visit green hotels.
Alternative Hypothesis 8: Guests’ altruistic value orientation has a positive influ-
ence on their sense of being obliged to visit green hotels.

Corporate Image

Corporate image as a major determinant for firms’ success was a topic of

protracted interest among academicians and practitioners in marketing (Yadav
et al., 2016), with its essential role in improving customer loyalty and attracting
new customers (Devereux et al., 2020). Few studies, however, have explored the
link between green marketing initiatives and firm image, although it has been
used as a strategic initiative in the hospitality industry (Burchell & Cook, 2006;
Eid et al., 2019; Yadav et al., 2016).
The green initiative represents a major determinant of corporate image
because it reflects the firms’ concern for the well-being of society and ethical
issues, which in turn formulates a better positive image about the firm among
consumers (Elhoushy et al., 2019; Ko et al., 2013; Ward & Lewandowska,
2008), and at the same time avoids the punishment for neglecting environmental
protection (Porter & Vander Linde, 1995). Thus, most firms try to invest efforts
in implementing various corporate social responsibility activities in order to
build and improve their corporate image beyond that of their market competitors
(W. W. Chang, 2009; Yadav et al., 2016). In the context of tourism, Yadav et al.
(2016) confirm a positive influence of green activities on corporate image.
There is no doubt that consumer’s use all the available information to formu-
late their image of the firm that they will deal with; hence, corporate communi-
cation is considered one of the major means for firms to maintain and improve
their image in the marketplace (Yadav et al., 2016). Information about various
green initiatives helps consumer learn about the value system of the organization
(Lee et al., 2010; Wang et al., 2018), which further creates a positive perception
about that organization. Davis (1994) stated that organizations have started con-
sidering the importance of environmental/green image and have attempted to
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 9

improve the green image by communicating it by the means of advertising.

Furthermore, Pickett et al. (1995) pointed that green products and services will
not be successful at the commercial level until their green attributes are effec-
tively communicated. Most of the companies communicate green advertise-
ments among consumers to build an environmentally responsible corporate
image (Yadav et al., 2016). Communication about corporate social responsibil-
ity activities affects the corporate image held by consumers (Burchell & Cook,
2006). Thus, information- related social activities exemplifying green initiatives
may enhance the positive perception of consumers about the firm. Ko et al.
(2013) find that corporate image is positively influenced by the corporate com-
munication of green practices. Meanwhile, corporate image requires clear and
convincing communication from the hotels that in turns enhance their intention
to visit green hotels (Yadav et al., 2016). Moreover, many firms in the area of
tourism also pursue certification from a third party to enhance their image
(Geerts, 2014; Lee et al., 2010; Martínez, 2015; Yadav et al., 2016). Hence, com-
municating the green initiatives can be an effective way to create a favorable
corporate image. Thus, we propose the following hypotheses:

Null Hypothesis 9: Green activities have no significant positive effect on corporate

image.
Alternative Hypothesis 9: Green activities have a positive effect on corporate image.
Null Hypothesis 10: The corporate communication has no significant positive influ-
ence on the corporate image.
Alternative Hypothesis 10: The corporate communication has a positive influence
on the corporate image.
Null Hypothesis 11: The green image has no significant positive influence on the
corporate image.
Alternative Hypothesis 11: The green image has a positive influence on the corpo-
rate image.

Green Visit Intention and Its Determinants

Customers’ behavioral intentions have gained considerable attention, espe-

cially in the hospitality industry and are widely studied in consumer behavior
research (Agag & El-Masry, 2016a; Ponte et al., 2015; Yadav et al., 2016). When
a customer has a favorable behavioral intention toward a specific hotel, the
probability of his or her visiting this hotel and spreading positive WOM will be
high in the future, which in turn enhances the hotel’s profitability in the long
term (Jani & Han, 2013).
It is suggested that consumers’ intentions capture the motivational variables
that effect consumer behavior and the greater the consumers’ intention to engage
in behavior, the more likely should be its performance (Ajzen, 1991). Consumers
behavioral intentions have been well studied as a strong determinant of actual
behavior (e.g., Ajzen, 2011; Davis et al., 1989; B. Wu & Chen, 2017; Xu et al.,
10   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

2017). Furthermore, in voluntary contexts, as in the case of environmentally

friendly tourism, consumers intention to behave has been postulated as the best
predictor of actual behavior (e.g., Han & Hyun, 2017; Han & Yoon, 2015; Han
et al., 2018; Kiatkawsin & Han, 2017; Olya & Akhshik, 2018; Rahman &
Reynolds, 2016; Shin et al., 2018).
The TPB holds that attitude, subjective norms, and perceived behavior con-
trol act as determinants of consumer behavioral intention. For the purposes of
the present study, attitude refers to the strength of a consumers’ favorable or
unfavorable feeling toward green products. Attitude plays a crucial role in pre-
dicting consumers’ behavioral intentions (Amaro & Duarte, 2015). In the con-
text of green hotels, many studies agree that customers’ intention to visit green
hotels is positively influenced by their attitude to it (Han & Yoon, 2015; Line &
Hanks, 2016; Paul et al., 2016; Tang & Lam, 2017).
PBC has been postulated as one of the best predictors of consumer behavior
or intention (Zhou et al., 2010). Ajzen (1991, p. 183) defines PBC as “the per-
ceived ease or difficulty of performing the behavior” which reflects customers’
anticipated obstacles and experiences. Prior studies have seen that PBC has a
positive influence on consumers’ intention in various contexts, such as green
hotels (Verma & Chandra, 2018).
Personal norms or the sense of being obliged, regarding the visiting of green
hotels can be defined “as feelings of strong moral obligation to engage in altru-
istic or green behavior” (Schwartz, 1977, p. 231). Evidence shows that the sense
of being obliged to purchase is positively related to green hotels visiting inten-
tions (Jansson, 2011). Prior studies find a positive direct link between the sense
of being obliged and consumers’ intention to visit green hotels (Jansson, 2011;
Prakash & Pathak, 2017).
Prior studies in marketing and consumer behavior assert the critical role of
the corporate image in determining consumers’ buying behaviors (Han et al.,
2009). Karaosmanoglu and Melewar (2006) describe the corporate image as the
aggregation of a set of variables which reflect a firm’s identity. In the hospitality
context, Han et al. (2009) define the corporate image as a customer’s overall
perceptions of a green hotel, which is shaped on the basis of their previous expe-
rience and knowledge regarding this hotel and its features. Ko et al. (2013) con-
firm a positive effect of the corporate image on consumers’ purchase intentions.
In the context of hospitality and tourism, Lee et al. (2010) and Yadav et al.
(2016) support the strong significant relationship between the corporate image
and consumers’ purchase intention. Consequently, we may propose the follow-
ing hypotheses.

Null Hypothesis 12: Guests’ attitudes to green hotels has no significant positive influ-
ence on their intention to visit green hotels.
Alternative Hypothesis 12: Guests’ attitudes to green hotels positively influence
their intention to visit green hotels.
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 11

Null Hypothesis 13: PBC has no significant positive influence on guests’ intention to
visit green hotels.
Alternative Hypothesis 13: PBC positively influence guests’ intention to visit green
hotels.
Null Hypothesis 14: The sense of being obliged has no significant positive influence
on guests’ intention to visit green hotels.
Alternative Hypothesis 14: The sense of being obliged positively influence guests’
intention to visit green hotels.
Null Hypothesis 15: The corporate image has no significant positive influence on
guests’ intention to visit green hotels.
Alternative Hypothesis 15: The corporate image positively influence guests’ inten-
tion to visit green hotels.
Null Hypothesis 16: guests’ intention to visit green hotels has no significant positive
influence on their actual visiting.
Alternative Hypothesis 16: guests’ intention to visit green hotels positively influence
their actual visiting.

Methodology

To test the research null hypotheses, we applied a research approach based on

a field survey to collect data from guests who had visited green hotels during the
past year through a questionnaire. In the following sections, we discuss the sam-
pling procedures and measures used for the present study.

Sampling Procedure

A positivist research philosophy was adopted with a quantitative approach to

validate our conceptual framework; the data were collected in August 2018
through a survey questionnaire. A self-administered questionnaire was devel-
oped utilizing measures from the prior studies. The study population involved
all the customers who had visited green hotels in the past year. In Egypt, tourism
policy incorporates green practices as a general objective (Mohamed et al.,
2018). El-Gouna town for instance, which is located 22 km north of Hurghada,
was focused on the environment, when it was arranged and constructed. This
town was honored for its dedication toward environment. Green Globe
Certification was granted to it for its engineering and ecological responsibility.
It draws in vacationers from various nations particularly Germany, the United
Kingdom, and Belgium (Ibrahim, 2009). The Ministry of Tourism focuses on
green practices in the hotel business sector. It made something refer to as Green
Sharm Initiative, which based on the four pillars of emissions mitigation, biodi-
versity, waste management best practices, and water conservation. These pillars
translate into 33 quantifiable projects to deliver a low carbon, environmental
friendly city by the year 2020. It is the primary example in the Middle East that
will exchange Sharm El Sheik to be a worldwide green city. It has reduced the
12   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

gas outflow by 36%, reduced the hotels energy by 13% for every guestroom,
diminished water utilization by 13% for each current lodging and 28% for every
new hotel, decreased the water wastage by 75%, achieved Level 3 out of 5 in the
strong waste administration, achieved Level 2 out of 3 in sewage treatment, and
decreased the coral reef destruction by 5% every year (Organization for
Economic Co-operation and Development, 2012). In 2017, the hotels sector in
Egypt attempted to outfit 100,000 hotel rooms with new clean innovations and
solar-heated water, which would take 5 years to be installed. Also in 2017, 45
hotels set up a plan to install solar-heated water system framework (Baerbel,
2014). Given that the awareness level of green consumption is low in Egypt
consequently, guests were asked to carefully read the description of a green
hotels presented in the questionnaire opening.
Following ethical clearance by the human ethics review committee of the
University, 4,000 e-mail addresses of prospective participants were bought from
a reputable market list company and it also has more than 2.6 million registered
travelers (https://directory.esomar.org). The initial e-mails were directed to
4,000 respondents, which randomly chosen utilizing probability sampling meth-
ods as e-mail addresses of the travelers have been selected randomly by a gener-
ated sampling system. The survey was anonymous, and restricted to consumers
aged 18 years and older and was approved by the Human Research Ethics
Advisory Panel. Two filtering questions put in the beginning of the question-
naire to determine the qualified respondents, which asked the respondent if he or
she visited green hotels during the last year as well as the nationality of the target
respondent (Are you Egyptian). The respondents who answered the questions
positively have an access to complete and submit the survey. The e-mail invita-
tion also contains the study purpose, the estimated period to finish the survey
filling, and the URL hyperlink of the current study questionnaire. Data collec-
tion lasted for approximately 2 weeks during August 2018. In total, 810 partici-
pants were approached and 53 with missing values were excluded (i.e., a 92%
response rate). Therefore, 757 replies were considered valid for further analysis.
It should be stressed that the most common rule to determine sample size for
partial least squares (PLS) estimation consists in determining the sample accord-
ing to the most complex multiple regression in the model, which consists in
either the number of indicators on the most complex formative construct or the
largest number of antecedents leading to a construct in the inner model (Barclay
et al., 1995; Hair et al., 2017). Once determined which is greater, the sample size
required is 10 cases per predictor. In the proposed model, the most complex
regression involves the number of structural paths directed at the intentions to
visit green hotels construct, which are four. Thus, according to this rule, the
minimum sample size necessary would be 40. With 757 responses, the PLS
analysis appears to have sufficient power.
Of the 757 respondents who participated in the current study present
study, 411 were men (54.0%) and 346 were women (46.0%). The majority of
participants were aged between 30 and 39 years (42.0%), had bachelor degree
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 13

Table 1
The Sampling Profile

Variable Category N = 757 Percentage of Response

Age 18-29 Years 297 0.39

30-39 Years 314 0.42
40-49 Years 146 0.19
Older than 50 years 0 0
Gender Male 411 0.54
Female 346 0.46
Education level Bachelor’s degree 407 0.54
Diploma 310 0.41
Master’s or PhD 40 0.06
Other 0 0
Frequency of visiting <3 Times 314 0.42
green hotels during 3-6 Times 329 0.44
the past year 6-9 Times 79 0.11
>9 Times 35 0.03
Experience <2 318 0.42
2<5 337 0.45
>5 102 0.13

(54.0%), and had visited green hotels between (3-6) times in the past year
(44.0%; see Table 1).

Measurement Instruments

Intention to visit green hotels and actual behavior were measured through
four items each borrowed from prior studies (e.g., Ajzen, 1991; Ko et al.,
2013; Lam & Hsu, 2006; Lee et al., 2010; Line & Hanks, 2016). The scales in
five items as suggested by Han et al. (2011) and Line and Hanks (2016) were
adapted to measure the variables of the consumers’ attitude to green hotels.
The four constructs in the model (green image, corporate image, corporate
communication, and green activities) were borrowed from Yadav et al. (2016),
Javalgi et al. (1994), Ko et al. (2013), and Karaosmanoglu & Melewar (2006).
The construct “environmental concerns” was measured through four items
based on Schuhwerk and Lefkoff-Hagius (1995) and Line and Hanks (2016).
Perceived behavior control was operationalized with three items, as proposed
by Ajzen (1991), Ajzen and Fishbein (1980), and Han et al. (2010). The sense
of being obliged to visit green hotels was measured through three items
adopted from De Groot et al. (2007) and Onwezen et al. (2013). Social moti-
vation was measured using four items adopted from previous studies (e.g., Yu
& Yu, 2010). Altruistic, Biospheric, and Egoistic value orientations were
adopted from Schwartz (1994) and Stern et al. (1999). Finally, awareness of
consequences was measured through four items adopted from Ajzen (2006)
and Zhang et al. (2017).
14   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Data Analysis and Results

Following Anderson and Gerbing’s (1988) recommendation, we used the

two-step approach by separating the measurement model from the structural
model. First, the psychometric properties (discriminant validity, convergent,
and reliability) of the measures used in this research were assessed. Next, struc-
tural equation modelling (SEM) was used to examine the hypothesized rela-
tionships between the research constructs (Hew et al., 2017).

Measurement Model

To evaluate the measurement model, both reliability and validity must be

satisfactory (Hair et al., 2017). All items had significant influence on their speci-
fied variables (p < .001), and loaded above 0.60 on their constructs (Hair et al.,
2017). The findings of the present study provided evidence for each scale unidi-
mensionally (see online Supplement Table 1). The internal consistency of each
variable was supported as composite reliability, Cronbachs’ α of study con-
structs gave results above .70, exceeding the recommended value proposed by
Bagozzi and Yi (1988), Anosike and Eid (2011), and Hair et al (2017; see Table
2). The value of average variance extracted for each construct ranged from 0.501
to 0.731, exceeding the recommended value of 0.50 suggested by Fornell and
Larcker (1981) and Hair et al. (2017). Therefore, convergent validity was sup-
ported. Furthermore, the average variance extracted square root for all variables
was always greater than its association with any other variable, which supports
the constructs discriminant validity (Klarner et al., 2013; Table 2).
This study used Harmans’ single-factor test to assess the common method
bias. The results indicated that the largest factor accounted for 31.38% (the vari-
ances explained ranged from 19.37% to 31.38%) and no general factor accounted
for more than 50% of the variance (Teo et al., 2015). Lindell and Whitney’s
(2001) marker variable method was utilized, using the item “How likely will
you talk and share things about green hotels with others.” All coefficients
remained significant after the marker variable has been controlled. Consequently,
the results regarding the common method bias confirm that it was not a serious
concern. Furthermore, most of the method factor loadings were insignificant and
negative. Consequently, the results regarding the common method bias confirm
that it was not a serious concern.

Structural Model

As noted above, testing the null hypotheses or the structure model evaluation
was taken as the second step in assessing our proposed model after assessing the
measurement model. The present study model assigns 51% to attitude to green
products, 27% to PBC, 49% to sense of being obliged to visit green hotels, 47%
to corporate image, and 72% to intention to visit green hotels, which indicates
that it has a stronger prediction capacity. The results of testing null hypotheses
 Table 2
Discriminant Validity of the Correlations Between Constructs

Correlations and Square Roots of Average Variance Extracted

Construct ACT INT ATT PBC SOB CMG ENC SOM AOC EGV BSV TRV GEA CCG GRI

ACT (.8170)  
INT .682 (.806)  
ATT .591 .583 (.825)  
PBC .503 .490 .432 (.839)  
SOB .394 .608 .608 .340 (.794)  
CMG .440 .473 .440 .464 .348 (.778)  
ENC .508 .590 .578 .556 .337 .439 (.836)  
SOM .378 .237 .629 .378 .489 .618 .494 (.779)  
AOC .430 .530 .326 .647 .540 .438 .407 .487 (.840)  
EGV .337 .389 .562 .553 .387 .476 .517 .523 .540 (.765)  
BSV .548 .430 .484 .439 .539 .403 .401 .376 .537 .347 (.788)  
TRV .430 .602 .367 .630 .605 .536 .378 .490 .476 .540 .439 (.831)  
GEA .367 .329 .293 .437 .337 .542 .439 .406 .387 .476 .540 .403 (.765)  
CCG .289 .384 .439 .238 .549 .129 .398 .237 .428 .349 .329 .551 .521 (.719)  
GRI .593 .571 .237 .439 .530 .439 .528 .639 .328 .540 .337 .490 .470 .427 (.762)

Note: ACT = actual behavior; INT= intentions to visit green hotels; ATT = attitude toward green hotels; PBC = perceived behavioral control;
SOB = sense of obligation; ENC = environment concerns; CMG = corporate image; SOM = social motivation; AOC = awareness of
consequences; EGV = egoistic value orientation; BSV = biospheric value orientation; TRV = altruistic value orientation; GEA = green/eco-friendly
activities; CCG= corporate communication of green practices; GRI = green image.
Eid et al. / UNDERSTANDING GUESTS’ INTENTION 15
16   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Table 3
Results of the Structural Model Comparisons

Goodness-of-fit VBN Proposed Final

Statistics and R2 Theory TPB Model Model

Fit indices
χ2 720.042 229.418 837.203 1245.309
df 174 71 240 510
χ2/df 4.138 3.232 3.829 2.441
APC 0.276 0.285 0.285 0.147
ARS 0.417 0.506 0.563 0.629
AARS 0. 385 0.473 0.529 0.548
AVIF 2.867 2.589 2.530 2.172
GOF 0.490 0.529 0.602 0.614
R2 (adjusted):
Actual behavior 0.370 0.429 0.520 0.542
Intention to purchase 0.583 0.604 0.710 0.721
Attitude 0.417 0.432 0.498 0.517
Perceived behavioral control 0.105 0.216 0.266 0.273
Sense of obligation 0.417 0.461 0.450 0.492
Corporate image 0.392 0.458 0.448 0.470

Note: Chi-square difference test between the final model and the value-believe-norm
theory: Δχ2 = 376.390, p < .001. Chi-square difference test between the final model and
the TPB: Δχ2 = 869.213, p < .001. VBN = value-believe-norm; TPB = theory of planned
behavior.

from Hypothesis 1 to Hypothesis 16 using PLS-SEM approach are illustrated in

the online Supplement Figure 1. The values of APC = (0.147, p < .001), ARS
= (0.629, p < .001), AARS = (0.548, p < .001), AVIF = (2.172), and GOF =
(0.614) indicate that our model’s global fit was suitable.
Before testing the proposed links, we compared our model with the VBN
model (χ2 = 720.042, degrees of freedom [df] = 174, p < .001, APC = 0.276,
ARS = 0.417, AARS = 0. 385, AVIF = 2.867, GOF = 0. 490), and TPB model
(χ2 = 229.418, df = 71, p < .001, APC = 0.285, ARS = 0.506, AARS = 0. 473,
AVIF = 2.589, GOF= 0. 529) in order to identify the superiority of the sug-
gested model in assessing the intention to visit green hotels. As demonstrated in
Table 3, our suggested framework shows a better fit than did the TPB and the
VBN model. Furthermore, our framework demonstrated better predictive abil-
ity for guests’ intention to visit green hotels (R 2 = .721) than the original
VBN (R 2 = .583), and TPB (R2 = .604). A chi-square difference test demon-
strated that our proposed model was significantly superior to the VBN theory
(Δχ2 = 376.390, p < .001) and TPB (Δχ2 = 869.213, p < .001). The modeling
comparisons findings are demonstrated in Table 3.
There are three other significant relationships that have not been proposed in
our initial model have been discovered based on the SEM analysis. Those three
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 17

relationships will be retained in the final model for further discussion. With add-
ing of those three discovered links, our model showed improved fits compared
with the hypothesized model and other models, for example, the VBN theory
and the TPB model. Supplement Figure 1 (available online) demonstrated the
final model and the results based on the SEM analysis.
All the alternative hypotheses proposed in our study were supported, except
Hypothesis 10 and Hypothesis 13 (Supplement Table 2). Regarding the VBN
theory, our results revealed that environmental concerns positively influence the
attitude to green hotels (β = .21, p < .001), which supported alternative
Hypothesis 1. Social motivation has a positive effect on the attitude to green
hotels (β = .46, p < .001), which supported alternative Hypothesis 2. Awareness
of consequences has a positive influence on the attitude to green hotels (β = .32,
p < .001), which supported alternative Hypothesis 3. Awareness of conse-
quences has a positive influence on PBC (β = .41, p < .001), which supported
Hypothesis 4.
The sense of being obliged to visit green hotels is influenced by the aware-
ness of consequences, egoistic value orientation, biospheric value orientation,
and altruistic value orientation (β = .39, β = −.11, β = .37, β = .21, p < .05,
p < .001, respectively), which supports alternative Hypothesis 5, Hypothesis 6,
Hypothesis 7, and Hypothesis 8. Our results indicated a significant association
between green activities, green image, and corporate image (β = .53, β = .41,
p < .001, respectively), which supports alternative Hypothesis 9 and alternative
Hypothesis 11, while the corporate communication of green practices has no
significant influence on the corporate image, indicating that Hypothesis 10 is not
confirmed. Regarding the TPB, our study indicated that the intention to visit
green hotels is influenced by the attitude to green hotels, the sense of being
obliged to visit green hotels, and corporate image (β = 0.48, β = 0.45, β = 0.27,
p < .001, respectively), which supports alternative Hypothesis 12, Hypothesis
14, and Hypothesis 15. However, alternative Hypothesis 13 was not supported:
PBC was not found to have significant influence on the intention to visit green
hotels (β = .08, p = .21). Furthermore, guests’ intentions to visit green hotels
has a significant influence on their actual purchase (β = .79, p < .001), which
supports alternative Hypothesis 16.

A Configuration Approach Using Fuzzy Set Qualitative Comparative

Analysis

Table 2 shows that the values of some of the estimated correlation coeffi-
cients are greater than .60. This means that the relationships that have been
tested between model variables and intention to visit green hotels may be asym-
metric; therefore, the same outcome could be generated by alternative combina-
tions of independent variables (Pappas & Papatheodorou, 2017; Woodside,
2013). Although multicollinearity is less than the cut off value 5, it is relatively
high, which may cause issues when carrying out multiple regression analysis
18   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

(Woodside, 2013). Previous studies on green hotels demonstrate a high cause–

effect interdependence between factors. fsQCA avoids issues arising from the
use of regression analysis (Woodside, 2013). The fsQCA tool responds to the
fourth study question in the introduction. Furthermore, previous research had
paid considerable attention to fsQCA in various fields, because when it is applied
together with SEM, the combination provides a deeper and richer perspective on
the data (Eid & Trueman, 2002; Leischnig & Kasper-Brauer, 2015; Mikalef
et al., 2015; Pappas et al., 2016; Woodside, 2014; P. L. Wu et al., 2014).
Consequently, this study uses a configuration approach through fsQCA to pro-
vide a holistic insight into the drivers of guests’ intention to visit green hotels.
Thus, fsQCA is judged a suitable complementary tool for investigating the driv-
ers of guests’ intention to visit green hotels. The fsQCA approach explores how
causal conditions as configurations connect to the outcome of interest by using
the set theory approach (Fiss et al., 2013). The fsQCA technique was used to
analyze the data in order to explore which conditions lead customers to the out-
come of intention to visit green hotels. Applying the fsQCA technique (Ragin &
Davey, 2014) modified the data to fit the extent of membership of cases in sets,
with values between 0.0 and 1.0 to alter the conventional factors into fuzzy fac-
tors (Ragin, 2009).
Two parameters control the choice of solution in fsQCA: raw coverage and
consistency. The value of consistency is between 0 and 1 and it indicates a casual
condition proportion that the outcome covers. Woodside (2013) pointed out that
consistency is comparable to the coefficient of correlation, and shaped a test of
the solution’s sufficiency. Coverage is thus comparable to the coefficient of
determination (R2). A solution or configuration is acceptable if its consistency is
greater than 0.75 to 0.80, and its coverage is between 0.25 and 0.65.
In the present study a combination of TPB and the VBN theory variables were
hypothesized as the causal conditions that affect guests’ intention to visit green
hotels. The fsQCA technique can reveal how different variables influence guests’
intention to visit green hotels. However, it is hard for hotels to pursue a higher
level of every driver in order to raise the intention to visit green hotels. Different
combinations of these variables should be investigated in order to identify which
combinations of them contribute to higher intention among guests to visit green
hotels. Therefore, the fsQCA technique was used in an attempt to explore differ-
ent combinations of the variables that exist among the comparable cases that
result in higher intention among guests to visit green hotels.

Transforming Data Into Fuzzy Set

Ragin (2009) states that the next step in using the fsQCA, technique after
constructing the data set is to calibrate the causal conditions (environmental
concerns, social motivation, awareness of consequences, egoistic value, bio-
spheric value, altruistic value, green activities, corporate communication, green
image, attitude, PBC, sense of obligation, and corporate image) and the outcome
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 19

Table 4
Intermediate Solutions With Consumer Intentions as Causal Outcome

Raw
Solution ENC SOM AOC EGV BSV TRV CCG GRI ATT PBC SOB INT Coverage Consistency

1 • • • ○ • • • • • • • • 0.84 0.96
2 • • • • • ○ • • • ○ • • 0.16 0.91

Note: • = presence of a condition; ○ = absence of a condition; blank circle = do not care; overall
solution coverage = 0.83; solution consistency = 0.94; ENC = environment concerns; SOM = social
motivation; AOC = awareness of consequences; EGV = egoistic value orientation; BSV = biospheric
value orientation; TRV = altruistic value orientation; CCG = corporate communication of green
practices; GRI = green image; ATT = attitude toward green hotels; PBC = perceived behavioral
control; SOB = sense of obligation; INT = intentions to visit green hotels.

(guests’ intention to visit green hotels). The current study adopts the direct
method as the calibration method (Ragin & Davey, 2014). The study variables
were measured on Likert scales; the study used the original values of 1, 3, and 5
as nonmembership, cross over point, and full membership, respectively.

Results

Table 4 shows the fsQCA analysis results for guests’ intention to visit green
hotels (intermediate solution with guests’ intention to visit green hotels). Black
cells, “•” indicate the presence of a causal condition, white cells “○” indicate
the absence or negation of a condition and the blank circles indicate a “doesn’t
matter” condition. The raw coverage and consistency measures for each solu-
tion are included in Table 4. This demonstrates how far guests’ intention is
determined by the identified configurations of environmental concerns, social
motivation, awareness of consequences, egoistic value, biospheric value, altru-
istic value, green activities, corporate communication, green image, attitude,
PBC, sense of obligation, and corporate image. Based on the results in Table 4,
no single variable will strengthen guests’ intention to visit green hotels, but
combinations of variables will do so. In particular, the results identify three
options with high raw consistency (greater than 0.90) as leading to a marked
willingness among consumers.
Solution 1 suggests, given its consistency score of 0.962, that the presence of
social motivation, green activities, biospheric value, corporate communication,
green image, attitude, PBC, sense of obligation, and corporate image and low
environmental concerns and awareness of consequences will lead to a marked
intentions among consumers to visit green hotels, even in the absence of altruis-
tic value and egoistic value. This configuration is shared by 69% of the consum-
ers (raw coverage). Alternatively, the consistency score of 0.93 for configuration
2 shows that the presence of attitude, PBC, corporate image, social motivation,
biospheric value, and green activates, and low awareness of consequences, altru-
istic value, and green image will result in high intention among guests to visit
20   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

green hotels even in the absence of sense of obligation, environmental concerns,

egoistic value, and corporate communication. This configuration is shared by
54% of the consumers (raw coverage). Solution 3 had a consistency score of
0.97, demonstrating that the combination of high attitude, sense of obligation,
corporate image, egoistic value, biospheric value, green activities, and green
image, and low PBC, environmental concerns, awareness of consequences will
lead to high intention among consumers to visit green hotels, even in the absence
of social motivation, altruistic value, and corporate communication. This con-
figuration was shared by 64% of the consumers (raw coverage). Therefore, the
three solutions all contain the conditions of high attitude, corporate image, bio-
spheric value, and green activities, which means that these conditions are vital
components of a high intention among customers to visit green hotels.

Discussion and Conclusions

The present study attempts to investigate the determinants of guests’ inten-

tions to visit green hotels in the Egyptian hospitality context. Findings from
consumers (n = 757) indicated that that our integrated framework demonstrates
a favorable level of prediction power for guests’ behavior, which verified the
superiority of the suggested framework.
The results confirm that environmental concerns, social motivation, and
awareness of consequences have a positive effect on the attitude to green
hotels. These results are compatible with Han (2015), Line and Hanks (2016),
and B. Wu and Chen (2017), who found that environmental concerns, social
motivation, and awareness of consequences positively affect consumers’ atti-
tude to green hotels. The results also make it clear that awareness of conse-
quences, egoistic value orientation, altruistic value, and biospheric value
orientation are relevant antecedents to forming a sense of being obliged to visit
green hotels, consistent with previous studies (e.g., Klockner, 2013; Roos &
Hahn, 2019).
Regarding the improvement of corporate image, the results of this study
acknowledge that green image and green activities have a significant effect on it.
The findings of the present study are in line with Line and Hanks (2016) and
Yadav et al. (2016), revealing that green image and green activities have a signifi-
cant effect on corporate image. Hotels that put an effort into environmental activ-
ities can not only avert the punishment attached to disregarding the protection of
environment but also enhance their image. However, it was found that the corpo-
rate communication of green practices had no significate influence on the image
of a green hotel. This can be explained by the current lack of communication
from Egyptian hotels to their customers about green practices and initiatives.
Our findings suggest that consumers’ intention to visit green hotels is driven
by their attitude to green hotels, sense of being obliged, and the corporate image,
concurring with the findings of Han (2015), Tang and Lam (2017), and Yadav
et al. (2016). They conclude that attitude, the sense of being obliged, and
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 21

corporate image play a significant role in improving consumers’ intention to

visit green hotels. PBC was not a statistically significant determinant of inten-
tions to visit green hotels. The findings of our study suggest that while our par-
ticipants felt relatively high PBC in visiting green hotels over the normal hotels,
this did not lead to intention to visit this green hotel. Underlying this may be an
individual’s perception that visiting green hotels may not be enough to contrib-
ute to greater environmental outcomes. This finding may also be due to a lack of
knowledge regarding the implications of green hotels to environmental condi-
tions. In comparison with other green organizational practices including recy-
cling and energy conservation, green hotels seems to be a more elusive concept
for consumers.
Our study revealed that behavioral intention fully mediate the effect of atti-
tude on actual behavior but we found that attitude had a direct influence on
actual behavior as well. This result means that guests may use green consump-
tion based on the strength of their attitude even when they may not consciously
intend to use green consumption. Our results also demonstrated that the explana-
tory power of the final model enhanced significantly when attitude was explic-
itly theorized (i.e., 58% and 76% of variance in actual behavior explained
without and with attitude respectively in the final model).
The present study contributes to academic knowledge by examining vari-
ables influencing guests’ intention to visit green hotels in an emerging Middle
East context and thus expanding the literature on green marketing. The present
study contributes to the previous studies in hospitality context in two ways: first,
in order to investigate consumers’ decision-making processes with respect to
their intentions to visit a green hotel, merging VBN theory and the TPB into one
theoretical framework is efficient in explaining customers’ decision formation.
The main merit of our conceptual framework is its sufficiency and comprehen-
siveness. Furthermore, it is widely utilizable for theory and model developments
in a variety of green consumption contexts. Moreover, our model, which can be
applied in diverse consumption situations relating to green consumption, pro-
vides a clear comprehension of consumers’ green decision-making process. The
theoretical values of the suggested model involving high effectiveness, applica-
bility, and comprehensiveness are noteworthy. The present study fused the VBN
with the TPB and found that our proposed framework more effective in explain-
ing green visiting behaviors.
The VBN theory has been developed and proposed recently and has yet to
gain widespread recognition in wider research contexts. Since the introduction
of the VBN theory, many researches have validated its constructs in various
applications such as exploring conservation behavior (Kaiser et al., 2005), a
cross-national study of pro-environmental behavior (Oreg & Katz-Gerro, 2006)
and tourists’ intention to behave pro-environmentally in the travel context
(Kiatkawsin & Han, 2017). This research added another research context by suc-
cessfully demonstrating the application of the model to the guests’ intention to
visit green hotels. Theoretical implications of this research lie largely on the
22   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

significant value of the theory’s effectiveness in predicting intentions, compre-

hensiveness in terms of theory deepening and broadening, and its applicability
to future researches, leading to the fulfillment of this research’s objectives.
Kiatkawsin and Han (2017) fused the VBN theory with the expectancy theory
and found the proposed model to be significantly more effective in predicting
green consumption behaviors. Together with this research, both extended ver-
sions of the VBN theory framework pointed out the possibility of broadening the
VBN theory to apply to a slightly different context.
Second, this study can assist researchers and academicians to further investi-
gate the new variables and process related to green consumption gauge its
impact on the corporate image of the hotels. While the significance of corporate
image is considered critical in the marketing literature, few studies have tried to
examine the influence of green activities on corporate image of the firms and its
outcome factor in understanding intention to visit. The present study tries to
build an association between components of green marketing (green practices,
corporate communication of green practices, green image) and tries to provide a
more comprehensive view in understanding the role of these components of
green marketing and corporate image on customer behavior. The marketers
should emphasize on proper and effective communication of the green initia-
tives adopted by the hotels. Considering this aspect, the hotels should communi-
cate their green initiatives through various channels such as print and electronic
media and their customer relationship management database. The hotels may
also provide information to the guests about their marketing practices and its
significance in the betterment of environment. More specifically, in Egyptian
context the green practices are at gestation stage, so the consumers will seek
more information regarding these practices and an effective communications
between hotels and consumers can provide a better result. The hoteliers should
promote green campaign emphasizing the importance of environmental issues to
the costumers.
Regarding its methodology, the present study explains the merits of integrat-
ing traditional approach (SEM) with the fsQCA approach. The SEM approach
allows authors to assess the strength of the links between the factors in the con-
ceptual framework, whereas fsQCA yields configurations among factors that
cause a certain outcome (in this case, intentions to visit green hotels). This
research demonstrates the significance of investigating complex causal patterns
of drivers, contrarian cases and asymmetric links between drivers and outcomes.
The present study contributes by indicating the merits of the fsQCA technique
over a regression-based approach to predicting the outcome, demonstrating the
suitability of survey data, revealing more recent robustness tests, and demon-
strating the sociodemographic profile of the customers in a pathway for inten-
tion to visit green hotels to obtain a closer “case orientation.” Thus, readers
should view the two techniques as complementary.
Our findings have considerable practical implications. The managers of
hotels urgently need to understand the key factors that affect guests’ green
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 23

behavior, to help them formulate efficient programs to encourage guests to visit

green hotels. Accordingly, our findings provide some practical implications for
managers in the hospitality context.
First, the knowledge of what drives guests’ intention to visit green hotels is
important for those hotels, who ought to develop actions and strategies aimed at
improving consumers’ decision-making processes with respect to their inten-
tions to visit a green hotel. The findings of the present study provide hotels
managers with the empirical validation of a model that helps them understand
the drivers of guests’ intention to visit green hotels. These managers should
actively find ways to increase environmental concern (e.g., by promoting green
campaigns) that might contribute to building favorable attitudes to green con-
sumption in the long term. As the findings of the present study indicate, hotels’
managers can enhance their guests’ attitude by communicating with them via all
the media to strengthen their belief that they can be more socially committed and
can actively participate in protecting the health of the environment if they stay
in green hotels. Hotels managers could design and implement environmental
education schemes campaigns (courses, conferences and/or talks) directed at the
general public in order to increase this environmental knowledge, through deep
communal introspection regarding the values and ethical conduct that need to be
promoted in order to induce changes in individual behavior. Therefore, hotels
management strategies should be directed at fostering the public’s pro-environ-
mental values and beliefs, in order to differentiate green hotels to match guests’
needs and preferences.
Our results also indicate that attitude fully mediates the influence of social
motivation and awareness of consequences on consumers’ intention. This is why
the managers of hotels should enhance the level of guests’ attitude to maximize
the effect of social motivation and awareness of consequences on consumers’
intention. Through social media networks, these managers can encourage cus-
tomers to visit green hotels as an expression of personal responsibility to our
environment or can at least advise their relatives to visit green hotels if they
cannot themselves afford to do so. Hotels managers should make their green
activates visible. For example, hotel restaurant can have a menu that demon-
strate which items are organic grown ingredients. Therefore, these activities will
keep their guest in a healthy stay, will help hotels achieve a competitive advan-
tage and support the influence of guests’ attitudes, personal obligations, image,
and behavioral control on guests intention to visit green hotels.
Second, for practitioners, boosting the level of image, reputation, and service
quality of green hotels to be comparable or even superior to those for non-green
hotels is essential to decreasing the attractiveness of alternative nongreen hotels.
Additionally, in recent years, customers are more and more concerned about
their health even when traveling domestically and internationally (Han, 2015;
Han & Hyun, 2017). Offering various health-related advantages to customers
during their stay at a green hotels (e.g., organic foods in hotel restaurants, fresh
air with natural scent, live potted plants and air cleaners with carbon filters that
24   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

keeps air healthier in a room, mini bar in a room with green food and beverage
options, nonchemical-base amenities, cotton towels and linens, nontoxic envi-
ronmental cleaning for rooms and laundry; Han et al., 2010) and marketing such
health-related benefits to them will help these customers perceive nongreen
alternatives are less attractive than green hotels. It is also critical that practitio-
ners try to make the green practices of their hotels visible. For instance, a restau-
rant in a hotel can promotes itself as having menus that describe which items are
prepared with organically grown ingredients. Practitioners may wish to direct
their retention strategies and customer attraction toward enhancing customers’
awareness of social pressure, environmental problems, and moral obligation to
behave in an eco-friendly fashion. For instance, it is crucial for green hotel oper-
ators to educate their customers about their green practices as well as the seri-
ousness of environmental problems (e.g., climate change, pollution, and
exhaustion of natural resources) and harmful environmental impacts caused by
the hotel industry (e.g., excessive use of energy and water, its impact on neigh-
boring areas, and wastes from rooms, restaurants, and other facilities). These
efforts will increase customers’ awareness of the negative consequences of envi-
ronmental problem and enhance perceived level of social pressure for pro-envi-
ronmental actions, which activate personal norm to take a pro-environmental
consumption behavior for a green hotel.
Third, our empirical results support Botsman and Rogers (2011) in their argu-
ments to reflect not only consumers’ economic/egoistic motives but also their
normative motives to visit green hotels. Foremost, a focus should be on mea-
sures to influence the moral obligation of consumers to consume “the right way”
and consumers’ attitudes toward green hotels. From a strategic perspective,
hotels’ managers should build on the range of economic/egoistic and normative
motives when defining and communicating their mission, vision, and organiza-
tional culture to enable green consumers to identify with the hotel. From an
operational perspective, managers should emphasize economic (e.g., cost sav-
ings) and normative (e.g., efficient use of resources) motives, as well as address
consumers’ moral obligation when acquiring green consumers through informa-
tion and advertisement.
Fourth, guests nowadays are more anxious about their health when traveling
internationally and domestically. This being the case, if guests stayed at green
hotels, managers could for instance offer them the various health-related ben-
efits that make green hotels more attractive to guests than nongreen hotels (e.g.,
organic foods, nonchemically based amenities, cotton towels, and fresh air with
only natural scents). Communication is very important aspect for the success of
eco-friendly products/services (Pickett et al., 1995). Considering this aspect,
the hotels should communicate their green initiatives through various channels
such as print and electronic media and their customer relationship management
database. The hotels may also provide information to the guests about their
marketing practices and its significance in the betterment of environment. They
should also focus on advertising and projecting their green initiatives and may
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 25

also opt for sponsoring events related to the environment. The proper commu-
nication of activities related to social responsibility among consumers leads to
information about the organization’s value (Lee et al., 2009; Sen & Bhattacharya,
2001; Yadav et al., 2016), which may help create a positive image of organiza-
tion in the consumer’s mind. With the help of effective communication of green
initiatives, the hotels can differentiate with their competitors (Gupta & Kumar,
2013) and gain competitive advantage. In the Egyptian hospitality context,
green practices are at an early stage, thus guests are looking for more informa-
tion about these green initiatives; hence, effective communication between
guests and hotels could enhance the corporate image. Managers could enhance
the corporate image of their hotels by implementing green activities and effec-
tive communication between the two parties that in turn would improve guests’
intention to visit green hotels. Hotels should inform their guests of their green
activities, as well as the negative outcomes of using nongreen products (e.g.,
the exhaustion and pollution on natural resources). These efforts and activities
will enhance consumers’ awareness of the harmful outcomes of using nongreen
products and will improve guests’ positive attitude to green hotels, which will
activate their moral obligation to buy them. Hotels to make the best use of the
awareness of consequences, biospheric value orientation, and altruistic values
in generating intention to visit green hotels, must improve such mediating fac-
tors. The effectiveness on managing these mediator factors will enhance the
important role of egoistic value, biospheric value, altruistic value orientation,
and consequences awareness in driving guests’ intention to visit green hotels.
For the government, it is fundamental to build and strengthen the idea of green
hotels by awarding and promoting hotels to increase their involvement in pro-
tecting the environment. For instance, the government can create more public
awareness by including environmental education in the colleges or school’s
curriculum.

Limitations and Further Research Directions

Though the present study makes some contributions, it also has some limita-
tions, which provide a direction for future studies. First, our study uses the TPB
and VBN models to predict guests’ intention to visit green hotels, some variables
such as trust in green hotels, their perceived value and self-identity seem to be
appropriate elements, which can affect the variables of consumers’ visit inten-
tions. Second, the cross-cultural issue was overlooked in our study, so further
studies in different countries might add to the knowledge if our proposed model
was validated there. Third, our proposed model has been applied in the hospital-
ity context; thus, further studies might focus on other sectors such as fast food
restaurants. Last, further studies might conduct longitudinal research because
the consumers will reassess the value of green consumption after they experi-
ence them.
26   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Concluding Summary

Consumers growing attention toward environmental issue and sustainability

has fostered hotels to transform their business implementing green practices and
become more familiar with environmental practices in hospitality management.
The present study adopts an idiosyncratic distinct approach to investigating the
factors that affecting guests’ intentions to visit green hotels. The results confirm
that environmental concerns, social motivation, and awareness of consequences
have a positive effect on the attitude to green hotels. The results also make it
clear that awareness of consequences, egoistic value orientation, altruistic value,
and biospheric value orientation are relevant antecedents to forming a sense of
being obliged to visit green hotels. The present study contributes to academic
knowledge by examining variables influencing guests’ intention to visit green
hotels in an emerging Middle East context and thus expanding the literature on
green marketing.

ORCID iDs
Riyad Eid https://orcid.org/0000-0002-5900-2225
Gomaa Agag https://orcid.org/0000-0002-5617-630X
Yasser Moustafa Shehawy https://orcid.org/0000-0001-5713-3582

Supplemental Material
Supplemental material for this article is available online.

References
Agag, G. (2019). Understanding the determinants of guests’ behavior to use green P2P
accommodation. International Journal of Contemporary Hospitality Management,
41(3), 31-47. https://doi.org/10.1108/IJCHM-09-2018-0755
Agag, G., & Eid, R. (2019). Examining the antecedents and consequences of trust in
the context of peer-to-peer accommodation. International Journal of Hospitality
Management, 81(2), 180-192. https://doi.org/10.1016/j.ijhm.2019.04.021
Agag, G., & El-Masry, A. A. (2016a). Understanding consumer intention to participate
in online travel community and effects on consumer intention to purchase travel
online and WOM: An integration of innovation diffusion theory and TAM with trust.
Journal of Computers in Human Behavior, 60(July), 97-111. https://doi.org/10.1016/j.
chb.2016.02.038
Agag, G., & El-Masry, A. A. (2016b). Understanding the determinants of hotel book-
ing intentions and moderating role of habit. International Journal of Hospitality
Management, 54(7), 52-67. https://doi.org/10.1016/j.ijhm.2016.01.007
Agag, G., & El-Masry, A. A. (2016c). Why do consumers trust online travel websites?
Drivers and outcomes of consumer trust towards online travel websites. Journal of
Travel Research, 56(3), 347-369. https://doi.org/10.1177/0047287516643185
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human
Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 27

Ajzen, I. (2006). Behavioral interventions based on the theory of planned behavior.

Prentice-Hall.
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. Psychology
& Health, 26(9), 1113-1127.
Ajzen, I., & Driver, B. L. (1991). Prediction of leisure participation from behavioral, nor-
mative, and control beliefs: An application of the theory of planned behavior. Leisure
Sciences, 13(3), 185-204. https://doi.org/10.1080/01490409109513137
Ajzen, I. F., & Fishbein, M. (1980). Understanding attitudes and predicting social
behavior. Prentice-Hall.
Amaro, S., & Duarte, P. (2015). An integrative model of consumers intentions to purchase
travel online. Tourism Management, 46(February), 64-79. https://doi.org/10.1016/j.
tourman.2014.06.006
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A
review and recommended two-step approach. Psychological Bulletin, 103(3), 411-487.
Anosike, U. P., & Eid, R. (2011). Integrating internal customer orientation, internal
service quality, and customer orientation in the banking sector: An empirical study.
Service Industries Journal, 31(14), 2487-2505. https://doi.org/10.1080/02642069.20
10.504822
Baerbel, E. (2014). Egypt: Green Star Hotels “Download” the Sun. http://www.solar-
thermalworld.org/content/egypt-green-star-hotels-download-sun
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal
of the Academy of Marketing Science, 16(1), 74-94.
Bamberg, S., & Moser, G. (2007). Twenty years after Hines, Hungerford, and Tomera:
A new meta-analysis of psycho-social determinants of pro-environmental behav-
ior. Journal of Environmental Psychology, 27(1), 14-25. https://doi.org/10.1016/j.
jenvp.2006.12.002
Bamberg, S., & Schmidt, P. (2003). Incentives, morality, or habit? Predicting students’ car
use for university routes with the models of Ajzen, Schwartz, and Triandis. Environment
and Behavior, 35(2), 264-285. https://doi.org/10.1177/0013916502250134
Barclay, D., Higgins, C., & Thompson, R. (1995). The partial least squares (PLS)
approach to causal modeling: Personal computer adoption and use as an illustration.
Technology Studies, 2(2), 285-309.
Botsman, R., & Rogers, R. (2011). What’s mine is yours. HarperCollins.
Burchell, J., & Cook, J. (2006). It’s good to talk? Examining attitudes towards corpo-
rate social responsibility dialogue and engagement processes. Business Ethics: A
European Review, 15(2), 154-170. https://doi.org/10.1111/j.1467-8608.2006.00439.x
Caruana, R. (2007). A sociological perspective of consumer morality. Journal of
Consumer Behavior, 5(2), 287-304. https://doi.org/10.1002/cb.222
Chan, E. S. W. (2013). Managing green marketing: Hong Kong hotel managers’ perspec-
tive. International Journal of Hospitality Management, 34(1), 442-461. https://doi.
org/10.1016/j.ijhm.2012.12.007
Chan, E. S. W., Hon, A. H. Y., Chan, W., & Okumus, F. (2014). What drives employees’
intentions to implement green practices in hotels? The role of knowledge, awareness,
concern and ecological behavior. International Journal of Hospitality Management,
40(July), 20-28. https://doi.org/10.1016/j.ijhm.2014.03.001
Chan, E. S. W., & Wong, S. C. K. (2006). Motivations for ISO 14001 in the hotel
industry. Tourism Management, 27(3), 481-492. https://doi.org/10.1016/j.tourman.
2004.10.007
28   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Chang, C. P. (2009). The relationships among corporate social responsibility, corporate

image and economic performance of high-tech industries in Taiwan. Quality and
Quantity, 43(3), 417-429. https://doi.org/10.1007/s11135-007-9117-z
Davis, D. (1994, January). Gendered Applications of Telecommunication Technologies:
Empowerment or Entrenchment? In 6th MacBride Round Table.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer
technology: A comparison of two theoretical models. Management Science, 35(8),
982-1003. https://doi.org/10.1287/mnsc.35.8.982
De Groot, J. I. M., Steg, L., & Dicke, M. (2007). Morality and reducing car use: Testing
the norm activation model of prosocial behavior. In F. Columbus (Ed.), Transportation
research trends (pp. 193-218). NOVA.
Devereux, L., Melewar, T. C., Dinnie, K., & Lange, T. (2020). Corporate identity ori-
entation and disorientation: A complexity theory perspective. Journal of Business
Research, 109(March), 413-424. https://doi.org/10.1016/j.jbusres.2019.09.048
Dunlap, R., & Jones, R. (2002). Environmental concern: Conceptual and measurement
issues. In R. Dunlap & W. Michelson (Eds.), Handbook of environmental sociology
(pp. 482-542). Greenwood.
Eid, R., El-Kassrawy, Y. A., & Agag, G. (2019). Integrating destination attributes, politi-
cal (in)stability, destination image, tourist satisfaction, and Intention to recommend:
A study of UAE. Journal of Hospitality & Tourism Research, 43(6), 839-866. https://
doi.org/10.1177/1096348019837750
Eid, R., & Trueman, M. (2002). The Internet: New international marketing issues.
Management Research News, 25(12), 54-67.
Elhoushy, S., Salem, I. E., & Agag, G. (2019). The impact of perceived benefits and
risks on current and desired levels of outsourcing: Hotel managers’ perspective.
International Journal of Hospitality Management, 35(4), 102-419. https://doi.
org/10.1016/j.ijhm.2019.102419
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduc-
tion to theory and research. Addison-Wesley.
Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: The reasoned
action approach. Taylor & Francis.
Fiss, P. C., Sharapov, D., & Cronqvist, L. (2013). Opposites attract? Opportunities and
challenges for integrating large-N QCA and econometric analysis. Political Research
Quarterly, 66(1), 191-198.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable vari-
ables and measurement error: Algebra and statistics. Journal of Marketing Research,
18(3), 328-388.
Geerts, W. (2014). Environmental certification schemes: Hotel managers’ views and per-
ceptions. International Journal of Hospitality Management, 39(May), 87-96. https://
doi.org/10.1016/j.ijhm.2014.02.007
Green Hotels Association. (2008). What are green hotels? http://greenhotels.com/index.
php
Gupta, S., & Kumar, V. (2013). Sustainability as corporate culture of a brand for superior
performance. Journal of World Business, 48(3), 311-320.
Gyurko, C. C. (2011). A synthesis of Vroom’s model with other social theories: An appli-
cation to nursing education. Nurse Education Today, 31(2), 506-510.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least
squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 29

Han, H. (2015). Travelers’ pro-environmental behavior in a green lodging context:

Converging value-belief-norm theory and the theory of planned behavior. Tourism
Management, 47(2), 164-177. https://doi.org/10.1016/j.ijhm.2014.02.007
Han, H., Hsu, L. T. (Jane), & Lee, J. S. (2009). Empirical investigation of the roles of
attitudes to green behaviors, overall image, gender, and age in hotel customers’ eco-
friendly decision-making process. International Journal of Hospitality Management,
28(4), 519-528. https://doi.org/10.1016/j.ijhm.2009.02.004
Han, H., Hsu, L. T. J., Lee, J. S., & Sheu, C. (2011). Are lodging customers ready to
go green? An examination of attitudes, demographics, and eco-friendly intentions.
International Journal of Hospitality Management, 30(2), 345-355.
Han, H., Hsu, L. T., & Sheu, C. (2010). Application of the theory of planned behavior
to green hotel choice: Testing the effect of environmental friendly activities. Tourism
Management, 31(3), 325-334. https://doi.org/10.1016/j.tourman.2009.03.013
Han, H., & Hyun, S. (2017). Fostering customers’ pro-environmental behavior at a
museum. Journal of Sustainable Tourism, 25(9), 1240-1256. https://doi.org/10.108
0/09669582.2016.1259318
Han, H., Lee, M. J., & Hwang, J. (2016). Cruise travelers’ environmentally responsible
decision-making: An integrative framework of goal-directed behavior and norm acti-
vation process. International Journal of Hospital Management, 53(1), 94-105. https://
doi.org/10.1016/j.ijhm.2015.12.005
Han, H., Meng, B., & Kim, W. (2017). Emerging bicycle tourism and the theory of
planned behavior. Journal of Sustainable Tourism, 25(2), 292-309. https://doi.org/10
.1080/09669582.2016.1202955
Han, H., Olya, H. G., Cho, S. B., & Kim, W. (2018). Understanding museum vacationers’
eco-friendly decision-making process: Strengthening the VBN framework. Journal
of Sustainable Tourism, 26(6), 855-872. https://doi.org/10.1080/09669582.2017.137
7210
Han, H., & Yoon, H. J. (2015). Hotel customers’ environmentally responsible behavioral
intention: Impact of key constructs on decision in green consumerism. International
Journal of Hospitality Management, 45(February), 22-33. https://doi.org/10.1016/j.
ijhm.2014.11.004
Harland, P., Staats, H., & Wilke, H. A. (1999). Explaining pro-environmental intention
and behavior by personal norms and the theory of planned behavior. Journal of Applied
Social Psychology, 29(12), 2505-2528. https://doi.org/10.1111/j.1559-1816.1999.
tb00123.x
Harland, P., Staats, H., & Wilke, H. A. (2007). Situational and personality factors as
direct or personal norm mediated predictors of pro-environmental behavior: Questions
derived from norm-activation theory. Basic and Applied Social Psychology, 29(4),
323-334. https://doi.org/10.1080/01973530701665058
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase inten-
tion to green energy brands: The roles of psychological benefits and environmental
concern. Journal of Business Research, 65(9), 1254-1263. https://doi.org/10.1016/j.
jbusres.2011.11.001
Head, K. J., & Noar, S. M. (2014). Facilitating progress in health behavior theory devel-
opment and modification: The reasoned action approach as a case study. Health
Psychology Review, 8(1), 34-52. https://doi.org/10.1080/17437199.2013.778165
Hew, J. J., Badaruddin, M. N. B. A., & Moorthy, M. K. (2017). Crafting a smartphone
repurchase decision making process: Do brand attachment and gender matter?
30   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Telematics and Informatics, 34(4), 34-56. https://doi.org/10.1080/17437199.2013.7

78165
Hsu, C. H. C., Cai, L. A., & Li, M. (2010). Expectation, motivation, and attitude: A
tourist behavioral model. Journal of Travel Research, 49(3), 282-296. https://doi.
org/10.1177/0047287509349266
Ibrahim, Z. (2009). Tourism development and the environment on the Egyptian Red Sea
coast [Master’s thesis]. University of Waterloo, Canada. https://uwspace.uwaterloo.
ca/bitstream/handle/10012/4268/Ibrahim_Zainub.pdf?sequence=1&isAllowed=y
Jani, D., & Han, H. (2013). Personality, social comparison, consumption emotions, satis-
faction, and behavioral intentions. International Journal of Contemporary Hospitality
Management, 25(7), 970-993. https://doi.org/10.1108/IJCHM-10-2012-0183
Jansson, J. (2011). Consumer eco-innovation adoption: Assessing attitudinal factors
and perceived product characteristics. Business Strategy and the Environment, 20(3),
192-210. https://doi.org/10.1002/bse.690
Javalgi, R. G., Traylor, M. B., Gross, A. C., & Lampman, E. (1994). Awareness of
sponsorship and corporate image: An empirical investigation. Journal of Advertising,
23(4), 47-58.
Juvan, E., & Dolnicar, S. (2014). The attitude-behavior gap in sustainable tourism.
Annals of Tourism Research, 48(September), 76-95. https://doi.org/10.1016/j.
annals.2014.05.012
Kaiser, F. G., Hubner, G., & Bogner, F. X. (2005). Contrasting the theory of planned
behavior with the value-belief-norm model in explaining conservation behavior.
Journal of Applied Social Psychology, 35(10), 2150-2170. https://doi.org/10.1057/
palgrave.bm.2550060
Karaosmanoglu, E., & Melewar, T. C. (2006). Corporate communications, identity and
image: A research agenda. Journal of Brand Management, 14(1-2), 196-206. https://
doi.org/10.1016/j.tourman.2016.06.018
Kiatkawsin, K., & Han, H. (2017). Young travelers’ intention to behave pro-environ-
mentally: Merging the value-belief-norm theory and the expectancy theory. Tourism
Management, 59(2), 76-88. https://doi.org/10.1016/j.tourman.2016.06.018
Kim, E., Ham, S., Yang, I. S., & Choi, J. G. (2013). The roles of attitude, subjective norm,
and perceived behavioral control in the formation of consumers’ behavioral intentions
to read menu labels in the restaurant industry. International Journal of Hospitality
Management, 35(December), 203-213. https://doi.org/10.1016/j.ijhm.2013.06.008
Klarner, P., Sarstedt, M., Hoeck, M., & Ringle, C. M. (2013). Disentangling the effects of
team competences, team adaptability, and client communication on the performance
of management consulting teams. Long Range Planning, 46(3), 258-286.
Klöckner, C. A. (2013). A comprehensive model of the psychology of environmental
behaviour—A meta- analysis. Global Environmental Change, 23(5),1028-1038.
Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing’s functions in building cor-
porate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.
https://doi.org/10.1016/j.jbusres.2012.11.007
Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally
and what are the barriers to pro-environmental behavior? Environmental Education
Research, 8(3), 239-260. https://doi.org/10.1080/13504620220145401
Kotler, P., Bowen, J., & Makens, J. (1999). Marketing for hospitality and tourism (2nd
ed.). Prentice Hall.
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 31

Lai, C. K., & Cheng, E. W. (2016). Green purchase behavior of undergraduate students
in Hong Kong. Social Science Journal, 53(1), 67-76. https://doi.org/10.1016/j.sos-
cij.2015.11.003
Lam, T., & Hsu, C. H. C. (2006). Predicting behavioral intention of choosing a travel
destination. Tourism Management, 27(1), 589-599. https://doi.org/10.1016/j.tour-
man.2005.02.003
Landon, A. C., Woosnam, K. M., & Boley, B. B. (2018). Modeling the psychological
antecedents to tourists’ pro-sustainable behaviors: An application of the value-belief-
norm model. Journal of Sustainable Tourism, 26(6), 1-16. https://doi.org/10.1080/09
669582.2017.1423320
Lee, Y. K., Back, K. J., & Kim, J. Y. (2009). Family restaurant brand personality and its
impact on customer’s emotion, satisfaction, and brand loyalty. Journal of Hospitality
& Tourism Research, 33(3), 305-328.
Lee, A. H., Kang, H. Y., Hsu, C. F., & Hung, H. C. (2009). A green supplier selection
model for high-tech industry. Expert Systems with Applications, 36(4), 7917-7927.
Lee, J. S., Hsu, L. T., Han, H., & Kim, Y. (2010). Understanding how consumers view
green hotels: How a hotels’ green image can influence behavioral intentions. Journal
of Sustainable Tourism, 18(7), 901-914. https://doi.org/10.1080/09669581003777747
Leischnig, A., & Kasper-Brauer, K. (2015). Employee adaptive behavior in service
enactments. Journal of Business Research, 68(2), 273-280. https://doi.org/10.1016/j.
jbusres.2014.07.008
Li, M., & Cai, L. A. (2012). The effect of personal values on travel motivation and
behavioral intention. Journal of Travel Research, 51(4), 473-487. https://doi.
org/10.1177/0047287511418366
Line, N. D., & Hanks, L. (2016). The effects of environmental and luxury beliefs on
intention to patronize green hotels: The moderating effect of destination image.
Journal of Sustainable Tourism, 24(6), 904-925. https://doi.org/10.1080/09669582.
2015.1091467
Martínez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing
perspective. International Journal of Contemporary Hospitality Management, 27(5),
896-917. https://doi.org/10.1108/IJCHM-03-2014-0115
Miao, L., & Wei, W. (2016). Consumers’ pro-environmental behavior and its determi-
nants in the lodging segment. Journal of Hospitality & Tourism Research, 40(3),
319-338. https://doi.org/10.1108/IMDS-10-2014-0298
Mikalef, P., Pateli, A., Batenburg, R. S., & Wetering, R. V. D. (2015). Purchasing align-
ment under multiple contingencies: A configuration theory approach. Industrial
Management & Data Systems, 115(4), 625-645. https://doi.org/10.1108/IMDS-10-
2014-0298
Mohamed, A., Zohry, M., Mahmoud, M., & Elsaied, M. (2018). Green practices in quick
service restaurants in Egypt (Analytical Study). International Journal of Heritage,
Tourism and Hospitality, 12(3), 133-144. https://doi.org/10.21608/ijhth.2018.32116
Morren, M., & Grinstein, A. (2016). Explaining environmental behavior across borders:
A meta-analysis. Journal of Environmental Psychology, 47(September), 91-106.
https://doi.org/10.1016/j.jenvp.2016.05.003
Olya, H. G., & Akhshik, A. (2018). Tackling the complexity of the pro-environmental
behavior intentions of visitors to turtle sites. Journal of Travel Research, 58(2),
313-332. https://doi.org/10.1177/0047287517751676
32   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Onwezen, M. C., Antonides, G., & Bartels, J. (2013). The Norm Activation Model:
An exploration of the functions of anticipated pride and guilt in pro-environmental
behaviour. Journal of Economic Psychology, 39(5), 141-153.
Oreg, S., & Katz-Gerro, T. (2006). Predicting proenvironmental behavior crossnationally:
Values, the theory of planned behavior, and value-belief-norm theory. Environmental
and Behavior, 38(4), 462-483. https://doi.org/10.1177/0013916505286012
Organization for Economic Co-operation and Development. (2012). OECD Tourism
Papers Green Innovation in Tourism Services. Author.
Pappas, N., & Papatheodorou, A. (2017). Tourism and the refugee crisis in Greece:
Perceptions and decision-making of accommodation providers. Tourism Management,
63(December), 31-41. https://doi.org/10.1016/j.tourman.2017.06.005
Park, J., & Han, S. (2014). Understanding consumer recycling behavior: Combining
the theory of planned behavior and the norm activation model. Family & Consumer
Sciences: Research Journal, 42(3), 278-291. https://doi.org/10.1111/fcsr.12061
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using the-
ory of planned behavior and reasoned action. Journal of Retailing and Consumer
Services, 29(2), 123-134. https://doi.org/10.1016/j.jretconser.2015.11.006
Pickett, G. M., Kangun, N., & Grove, S. J. (1995). An examination of the conserving
consumers: Implications for public policy formation on promoting conservation
behavior. In M. J. Polonsky & A. T. Mintu-Wimsatt (Eds.), Environmental market-
ing: Strategies, practice, theory and research (pp. 77-99). Haworth Press.
Piscicelli, L., Cooper, T., & Fisher, T. (2015). The role of values in collaborative con-
sumption: Insights from a product-service system for lending and borrowing in the
UK. Journal of Cleaner Production, 97(June), 21-29. https://doi.org/10.1016/j.
jclepro.2014.07.032
Ponte, E. B., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust
and perceived value on the intention to purchase travel online: Integrating the effects
of assurance on trust antecedents. Tourism Management, 47(3), 286-302. https://doi.
org/10.1016/j.tourman.2014.10.009
Porter, M. E., & Vander Linde, C. (1995). Green and competitive: Ending the stalemate.
Harvard Business Review, 73(5), 120-134. https://hbr.org/1995/09/green-and-com-
petitive-ending-the-stalemate
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among
young consumers of India: A study on a developing nation. Journal of Cleaner
Production, 141(January), 385-393. https://doi.org/10.1016/j.jclepro.2016.09.116
Ragin, C. C. (2009). Qualitative comparative analysis using fuzzy sets (fsQCA). In B.
Rihoux & C. C. Ragin (Eds.), Configurational comparative methods: Qualitative
comparative analysis (QCA) and related techniques (pp. 87-121). Sage.
Ragin, C., & Davey, S. (2014). fs/QCA. University of California.
Rahman, I., & Reynolds, D. (2016). Predicting green hotel behavioral intentions using a
theory of environmental commitment and sacrifice for the environment. International
Journal of Hospitality Management, 52(January), 107-116. https://doi.org/10.1016/j.
ijhm.2015.09.007
Roos, D., & Hahn, R. (2019). Understanding collaborative consumption: An extension of
the theory of planned behavior with value-based personal norms. Journal of Business
Ethics, 158(3), 679-697. https://doi.org/10.1007/s10551-017-3675-3
Schuhwerk, M. E., & Lefkoff-Hagius, R. (1995). Green or non-green? Does type of
appeal matter when advertising a green product? Journal of Advertising, 24(2), 45-
54. https://doi.org/10.1080/00913367.1995.10673475
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 33

Schwartz, S. H. (1994). Are there universal aspects in the structure and contents of human
values? Journal of Social Issues, 50(4), 19-45.
Schwartz, S. H. (1977). Normative influences on altruism. In L. Berkowitz (Ed.),
Advances in experimental social psychology (Vol. 10, pp. 221-279). Academic Press.
Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical
advances and empirical tests in 20 countries. In M. P. Zanna (Ed.), Advances in exper-
imental social psychology (Vol. 25, pp. 1-65). Academic Press.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better?
Consumer reactions to corporate social responsibility. Journal of Marketing Research,
38(2), 225-243.
Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior
and the norm activation model approach to consumer behavior regarding organic
menus. International Journal of Hospitality Management, 69(1), 21-29. https://doi.
org/10.1016/j.ijhm.2017.10.011
Singjai, K., Winata, L., & Kummer, T. F. (2018). Green initiatives and their competi-
tive advantage for the hotel industry in developing countries. International Journal
of Hospitality Management, 75(September), 131-143. https://doi.org/10.1016/j.
ijhm.2018.03.007
Stern, P. C. (2000). New environmental theories: toward a coherent theory of environ-
mentally significant behavior. Journal of Social Issues, 56(3), 407-424.
Stern, P. C., & Dietz, T. (1994). The value basis of environmental concern. Journal of
Social Issues, 50(3), 65-84. https://doi.org/10.1111/j.1540-4560.1994.tb02420.x
Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm
theory of support for social movements: The case of environmentalism. Research in
Human Ecology, 6(2), 81-97.
Tang, C. M. F., & Lam, D. (2017). The role of extraversion and agreeableness traits
on Gen Ys’ attitudes and willingness to pay for green hotels. International Journal
of Contemporary Hospitality Management, 29(1), 607-623. https://doi.org/10.1108/
IJCHM-02-2016-0048
Teo, A. C., Tan, G. W. H., Ooi, K. B., Hew, T. S., & Yew, K. T. (2015). The effects
of convenience and speed in m-payment. Industrial Management & Data Systems,
115(2), 311-331. https://doi.org/10.1108/IMDS-08-2014-0231
Verma, V. K., & Chandra, B. (2018). An application of theory of planned behavior
to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner
Production, 172(3), 1152-1162. https://doi.org/10.1016/j.jclepro.2017.10.047
Wang, J., Wang, S., Wang, Y., Li, J., & Zhao, D. (2018). Extending the theory of
planned behavior to understand consumers’ intentions to visit green hotels in the
Chinese context. International Journal of Contemporary Hospitality Management,
23(4), 114-127. https://doi.org/10.1108/IJCHM-04-2017-0223
Ward, S., & Lewandowska, A. (2008). Is the marketing concept always necessary?
European Journal of Marketing, 23(5), 39-46.
Woodside, A. G. (2013). Moving beyond multiple regression analysis to algorithms:
Calling for adoption of a paradigm shift from symmetric to asymmetric thinking
in data analysis and crafting theory. Journal of Business Research, 66(4), 463-472.
https://doi.org/10.1016/j.jbusres.2012.12.021
Woodside, A. G. (2014). Embrace perform model: Complexity theory, contrarian case
analysis, and multiple realities. Journal of Business Research, 67(12), 2495-2503.
https://doi.org/10.1016/j.jbusres.2014.07.006
34   JOURNAL OF HOSPITALITY & TOURISM RESEARCH

Wu, B., & Chen, X. (2017). Continuance intention to use MOOCs: Integrating the tech-
nology acceptance model (TAM) and task technology fit (TTF) model. Computers in
Human Behavior, 67(1), 221-232. https://doi.org/10.1016/j.jbusres.2014.07.006
Wu, P. L., Yeh, S. S., & Woodside, A. G. (2014). Applying complexity theory to deepen
service dominant logic: Configural analysis of customer experience-and-outcome
assessments of professional services for personal transformations. Journal of Business
Research, 67(8), 1647-1670. https://doi.org/10.1016/j.jbusres.2014.03.012
Xu, X., Li, Q., Peng, L., Hsia, T. L., Huang, C. J., & Wu, J. H. (2017). The impact of
informational incentives and social influence on consumer behavior during Alibaba’s
online shopping carnival. Computers in Human Behavior, 76(1), 245-254. https://doi.
org/10.1016/j.chb.2017.07.018
Yadav, R., Dokania, A. K., & Pathak, G. S. (2016). The influence of green market-
ing functions in building corporate image. International Journal of Contemporary
Hospitality Management, 28(10), 2178-2196. https://doi.org/10.1108/IJCHM-05-
2015-0233
Yu, T. K., & Yu, T. Y. (2010). Modelling the factors that affect individuals’ utilisation of
online learning systems: An empirical study combining the task technology fit model
with the theory of planned behavior. British Journal of Educational Technology,
41(6), 1003-1017. https://doi.org/10.1111/j.1467-8535.2010.01054.x
Zhang, X., Geng, G., & Sun, P. (2017). Determinants and implications of citizens’ envi-
ronmental complaint in China: Integrating theory of planned behavior and norm
activation model. Journal of Cleaner Production, 166(3), 148-156. https://doi.
org/10.1016/j.jclepro.2017.08.020
Zhou, T., Li, H., & Liu, Y. (2010). The effect of flow experience on mobile SNS users’
loyalty. Industrial Management & Data Systems, 110(6), 930-946. https://doi.
org/10.1108/02635571011055126

Submitted June 15, 2019

Accepted February 19, 2020
Refereed Anonymously

Riyad Eid (corresponding author; e-mail: [email protected]) is a professor of

Marketing at the United Arab Emirates University. Dr. Eid’s main area of marketing
expertise and interest is in the domain of International Internet Marketing. Dr. Eid has
published in several internationally recognised journals such as Journal of Tourism
Management, Journal of International Marketing, and Journal of Industrial Management
& Data Systems. Dr. Eid is also the Editor-in-Chief of the International Journal of
Customer Relationship Marketing and Management.
Gomaa Agag (e-mail: [email protected]) is a senior lecturer in Marketing at
Nottingham Business School. Gomaa Publications largely relate to tourism management,
hospitality, information systems in developing countries, social networking, and interna-
tional business. Dr. Agag have more than 30 journal and conferences papers published in
Journal of Travel Research, International Journal of Hospitality Management, and
International Journal of Contemporary Hospitality Management.
Yasser Moustafa Shehawy (e-mail: [email protected]) is an assistant
professor in Tourism Management, College of Business Administration, Jazan University,
 Eid et al. / UNDERSTANDING GUESTS’ INTENTION 35

Saudi Arabia. His research interests: Tourism and Hospitality Management, Business
Administration & Ethics, E-Tourism Marketing, ICTs applications in Tourism, Sales
Promotion, Tourism Demand Analysis, Human Resource and Strategic Management in
tourism businesses, Tourism Destination Planning, New Trends in Tourism, Responsible
or Sustainable tourism development, Airline Strategies, and Tourism Events. He pub-
lished and reviewed several articles in Journal of Tourism Management, Tourism Review,
Journal of Hospitality & Tourism Research, and International Journal of Contemporary
Hospitality Management.