Determinants of intention to stay at the green hotel: Empirical evidence in Vietnam

Abstract

About: Along with the development momentum of eco-friendly consumption and the rising customers' environmental concerns, the green hotel market has many opportunities to bloom in the upcoming time. Although green hotels are still a relatively new trend in Vietnam in recent years, this tendency has contributed to promoting a green lifestyle and environmental protection awareness among the people. Purpose: This study aims to identify and understand the factors influencing customers' intention to choose a green hotel when traveling in Vietnam. The study proposes some constructive solutions and directions for further research. Methodology: Descriptive study design was used in this study. A standard questionnaire was used to collect the required data. The study used the non-probability snowball sampling method. The data was collected through 306 valid answers from the survey, which included consumers aged 18 and above with various occupations in Vietnam. Results: The study shows that when considering factors affecting consumer intention to stay at a green hotel in Vietnam, the direct relationship between green hotel knowledge and Intention to stay at the green hotel is positive. Besides, the results are also supported when considering the intermediary role of Customer attitude and Green trust between the independent and dependent variables. Research Implications: This study contributes more evidence on green hotel research, as well as suggestions for businesses to come up with appropriate marketing strategies.