| Research Title |
The Role of Green Marketing on Consumer Intention to Visit a Green Hotel: Theory of Planned Behavior Perspective |
| Date of Distribution |
23 February 2024 |
| Conference |
| Title of the Conference |
การประชุมวิชาการระดับชาติและนานาชาติด้านบริหารธุรกิจและการบัญชี 2567 The International and National Conference on Business Administration and Accountancy 2024 (INCBAA 2024) |
| Organiser |
เครือข่ายสถาบันการศึกษาแห่งภูมิภาคด้านบริหารธุรกิจ (Thailand Regional Business Schools Network: TRBS NET |
| Conference Place |
Crystal hotel Hat Yai, Songkla |
| Province/State |
Songkla |
| Conference Date |
23 February 2024 |
| To |
23 February 2024 |
| Proceeding Paper |
| Volume |
- |
| Issue |
- |
| Page |
- |
| Editors/edition/publisher |
|
| Abstract |
This study aims to analyze how green marketing tools can influence the intention of domestic tourists to stay at a hotel that is environmentally friendly using theory of planned behavior by measuring individuals’ subjective norms, attitudes and perceived behavioural control. Based on the analysis outcomes using partial least squares structural equation modeling, attitude, perceived behavioral control, and green marketing tools have an influence on domestic tourists' behavioral intention. However, Subjective norm does not influence and mediate the green marketing tools to customers' intention to visit a green hotel. Green marketing tools is a good marketing strategy however, green marketing is not enough on its own to influence the intention to visit a green hotel. This study shed light on hoteliers' understanding of how to apply green marketing tools going forward. These techniques can improve green attitudes and the behavioral intention of buying green products in the hospitality sector. |
| Author |
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| Peer Review Status |
ไม่มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
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Publication
Journal Publication
ไทย