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Decoding behavioural responses of green hotel guests: A deeper insight into the application of the theory of planned behaviour

Hossein G.T. Olya (Sheffield University Management School, University of Sheffield, Sheffield, UK)
Pourya Bagheri (Faculty of Business and Economics, Eastern Mediterranean University, Famagusta, Turkish Republic of Northern Cyprus)
Mustafa Tümer (Faculty of Business and Economics, Eastern Mediterranean University, Famagusta, Turkish Republic of Northern Cyprus)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 25 January 2019

Issue publication date: 4 September 2019

1862

Abstract

Purpose

This study aims to present a unique perspective on the application of the theory of planned behaviour (TPB) in the context of the green lodging industry via configurational modelling of three TPB dimensions in formulating hotel visitors’ behavioural responses. Attitude towards behaviour, subjective norms and perceived behavioural control are the three indicators of TPB used to predict guests’ continued intention to use and recommend green hotels on Cyprus, a Mediterranean island with a fragile ecological system.

Design/methodology/approach

A questionnaire-based survey is used to evaluate the study’s objectives. A total of 320 guests of green hotels were approached between June and July 2017 and invited to participate. Among them, 260 valid cases were obtained and used for data analysis. The structural model was tested using structural equation modelling (SEM), the configurational model was assessed using the fuzzy-set qualitative comparative analysis (fsQCA) and the necessary predictor was evaluated using the necessary condition analysis (NCA).

Findings

The SEM results revealed that attitudes regarding behaviour increased the continued intention to visit and recommend green hotels. Similarly, subjective norms enhanced the guests’ desired behavioural responses. Perceived behavioural control boosted their continued intention to visit, but this was insufficient for predicting green hotel guests’ intention to recommend. The fsQCA results indicated that two causal models explained the conditions of both high and low levels of behavioural responses. The NCA results showed that attitude towards behaviour was the only necessary condition of the two expected behavioural responses.

Originality/value

Several previous studies have tried to modify, decompose or merge the TPB to provide theoretical support for proposed conceptual models indicating visitors’ behaviours. Beyond such attempts, pragmatic analytical approaches (e.g. set-theoretic method) should be applied to present a comprehensive perspective on the association of TPB indicators in decoding the complexity of customers’ behaviours. To the best of the authors’ knowledge, this study is among the first in hospitality research to use three TPB indicators and three analytical approaches to extend the knowledge of guests’ behaviours related to green hotels.

Keywords

Citation

Olya, H.G.T., Bagheri, P. and Tümer, M. (2019), "Decoding behavioural responses of green hotel guests: A deeper insight into the application of the theory of planned behaviour", International Journal of Contemporary Hospitality Management, Vol. 31 No. 6, pp. 2509-2525. https://doi.org/10.1108/IJCHM-05-2018-0374

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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