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Afforestation intentions for mitigating carbon emissions in the post-COVID-19 perspective: the case of green hotel visitors in Bangladesh

Abdulla Al-Towfiq Hasan (Department of Marketing, Patuakhali Science and Technology University, Patuakhali, Bangladesh)

International Journal of Tourism Cities

ISSN: 2056-5607

Article publication date: 23 August 2022

Issue publication date: 16 March 2023




This study aims to explore green hotel visitors’ afforestation intentions by extending the theory of planned behavior, including post-COVID-19 personal norms (PCPN) and post-COVID-19 environmental concerns (PCECs). Moreover, this study examines the mediating effect of PCECs from the post-COVID-19 perspective.


This study is based on existing literatures and collection of 384 usable responses using the convenience sampling technique. The partial least square structural equation modeling is used to analyze data using Smart PLS3.3.3.


The findings reveal that post-COVID-19 afforestation attitudes, subjective norms (SN), perceived behavioral control (PBC) and PCPN significantly influence post-COVID-19 afforestation intentions (PCAI) and PCECs. Further, PCEC partially mediates the between post-COVID-19 afforestation attitudes, SN, PBC and PCPN and PCAI.

Practical implications

The findings of this study may be useful to green hotel operators in formulating business strategies enhancing visitors’ positive perceptions toward green hotels and afforestation intentions coping with new normal environment and hospitality industry.


This research presents a distinguished case highlighting how the green hotel guests’ perceptions toward afforestation for mitigating carbon emissions are changing because of COVID-19 pandemic. This study provides crucial insights for green hotel practitioners by integrating post-COVID-19 afforestation attitudes, SN, PBC, PCPN and PCEC of green hotel visitors in examining PCAI.



Hasan, A.A.-T. (2023), "Afforestation intentions for mitigating carbon emissions in the post-COVID-19 perspective: the case of green hotel visitors in Bangladesh", International Journal of Tourism Cities, Vol. 9 No. 1, pp. 182-200.



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