DOES ENVIRONMENTAL, SOCIAL AND GOVERNANCE HAVE AN IMPACT ON HOW GREEN HOTELS ARE? PURCHASE INTENTION AS A MODERATOR VARIABLE. OPINIONS OF A SAMPLE OF HOTEL CUSTOMERS IN IRAQ
Investigating ESG and its effects on green hotels is the current study's goal. As well as the connection between the moderating effect of purchase intention. Applying the Theory of Planning Behavior (TPB) as a theoretical framework. Data (720) on workers in the hotel industry were gathered us...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Universităţii din Oradea
2024-11-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-4-2024/gtg.56431-1345.pdf |
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| Summary: | Investigating ESG and its effects on green hotels is the current study's goal. As well as the connection between the
moderating effect of purchase intention. Applying the Theory of Planning Behavior (TPB) as a theoretical framework. Data (720)
on workers in the hotel industry were gathered using the questionnaire. The data were analyzed using the structural equation
model (SEM). The findings revealed that environmental (E) and social (S) factors have a significant impact on how green and
sustainable hotels become, while governance (G) also has an impact on green hotels. These criteria are deemed suitable for use in
the hospitality sector based on the theoretical justification and modification indicators. By demonstrating that purchase intention
had a favorable influence on the choice to stay in an eco-friendly hotel, the analysis results further validated the TPB theory. In
terms of customer purchase intent for green hotels, it had a significant impact on the use of green hotels that consider the
environment and whose improvements include major solutions to major issues. So, The study also looked into customer purchase
intent as a moderator variable in the relationship between ESG and green hotels. |
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| ISSN: | 2065-0817 2065-1198 |