Description
This study destined to explore the influence of social media on millennials’ intentions to visit green hotels in India and their willingness to participate in the sustainable practices offered by hoteliers. The prime objective of this study is to find predecessors of intentions that influence customers to visit green hotels using the theory of planned behavior (TPB). This study will focus on millennials as they constitute a major part of driving the economy due to higher disposable income. A preliminary study was conducted using a questionnaire survey, and 35 responses were received to check the validity of the constructs. During final data collection, 380 samples will be collected. Structural equation modelling was performed to analyse the relationships. Measurement model analysis was performed to validate the instrument and structural model analysis was done for hypothesis testing. Collected data were analysed using SmartPLS V4.0. Confirmatory factor analysis indicated that measurements of all the constructs have the required level of validity and reliability. Findings indicated that social media and subjective norm have a significant impact on customers’ attitude and perceived behavioural control. Customers’ attitude and PBC were found to significantly influence their green purchase intention. Findings also confirmed that attitude is a crucial variable impacting customers’ green purchase intention to visit green hotels. Having a positive attitude to protect the environment will have a significant influence on customers’ intention to select a green hotel. This study highlights the factors impacting millennials’ intention to visit green hotels i.e. social media, subjective norm and perceived behavioural control. The findings of this study can be utilized by hoteliers to frame sustainable strategies to build environmentally friendly hotels and create awareness among the millennial generation to contribute towards sustainable tourism. This can also create a competitive advantage for hotels to market them as a differentiating factor in the highly competitive tourism industry. The government can utilize the findings to develop sustainable infrastructure and frame related policies for protecting the environment. Governments can consider incentivizing hotels which adopt sustainable tourism to promote sustainable development. This study also highlights the fact that hotels should start creating awareness about green hotels and sustainable practices and motivate people to start considering sustainable accommodation for their travel in the near future.
Keywords: Green hotel; intentions; social media, green purchase behaviour; green consumerism; sustainable tourism
