Intention to Choose Green Hotels among Residents of Rạch Giá City Traveling to Phú Quốc Island
Abstract
Drawing on the Theory of Planned Behavior (TPB), this study investigates psychological and perceptual determinants of residents’ intention to choose green hotels when traveling from Rạch Giá City to Phú Quốc Island, Vietnam. A cross-sectional survey of 200 residents was administered using a structured questionnaire. Scale reliability was assessed with Cronbach’s alpha; items with item–total correlations < 0.30 were removed. Dimensionality was examined via Exploratory Factor Analysis with varimax rotation, and logistic regression was used to estimate the effects of attitudes, subjective norms, perceived behavioral control, and perceived green attributes on a dichotomous intention outcome. All four predictors were positively and significantly associated with intention, with perceived green attributes showing the largest association. These results indicate that individual evaluations of environmental features outweigh social influence in shaping green-hotel choice. Conceptually, integrating perceived green attributes alongside the canonical TPB constructs improves the model’s explanatory reach. Practically, the findings underscore the value for hotel managers of investing in verifiable sustainability practices and communicating them clearly, rather than relying solely on certification labels.
Keywords: consumer behavior; environmental perception; green hotel; intention to choose; sustainable tourism.
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