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Abstract

Despite customers' increasing environmental concerns and demand for green products in the lodging industry, there has been a lack of research undertaken to identify critical factors in hotel consumers' eco-friendly decision-making processes. The present study was designed to identify the expected...

Author(s)
Lee MiSung; Han HeeSup; Willson, G.
Publisher
Routledge, Taylor and Francis Group, Philadelphia, USA
Citation
Journal of Travel & Tourism Marketing, 2011, 28, 8, pp 840-855
Abstract

Numerous studies have employed the theory of planned behavior (TPB) to understand customers' behaviors in various fields, but none has tested and extended the theory to explain customers' decision formation to pay comparable regular-hotel prices for a green hotel. This is the first study designed...

Author(s)
Kim YunHi; Han HeeSup
Publisher
Routledge, Taylor & Francis, Oxfordshire, UK
Citation
Journal of Sustainable Tourism, 2010, 18, 8, pp 997-1014