Decoding behavioural responses of green hotel guests
Decoding behavioural responses of green hotel guests
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DOI：
10.1108/ijchm-05-2018-0374
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发表时间：
2019-01
影响因子：
11.1
通讯作者：
Hossein Olya;Pourya Bagheri;M. Tümer
中科院分区：
文献类型：
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作者：
Hossein Olya;Pourya Bagheri;M. Tümer
本研究旨在通过规划行为三个维度的配置模型，为规划行为理论在绿色住宿产业背景下的应用提供一个独特的视角。对行为的态度、主观规范和感知行为控制是TPB的三个指标，用于预测塞浦路斯（一个生态系统脆弱的地中海岛屿）客人持续使用和推荐绿色酒店的意愿。设计/方法/方法采用基于问卷的调查来评估研究的目标。在2017年6月至7月期间，共有320名绿色酒店的客人被邀请参加。其中获得有效病例260例，用于数据分析。采用结构方程模型（SEM）对结构模型进行检验，采用模糊集定性比较分析（fsQCA）对构型模型进行评价，采用必要条件分析（NCA）对必要预测因子进行评价。SEM结果显示，对行为的态度增加了访问和推荐绿色酒店的持续意愿。同样，主观规范增强了客人期望的行为反应。感知行为控制提高了他们的持续访问意愿，但这不足以预测绿色酒店客人的推荐意愿。fsQCA结果表明，两种因果模型解释了高水平和低水平行为反应的条件。NCA结果表明，对行为的态度是两种预期行为反应的唯一必要条件。先前的一些研究试图修改、分解或合并城市规划，为提出的概念模型提供理论支持，以表明游客的行为。除了这些尝试之外，应该应用实用的分析方法（例如集合理论方法）来提供一个全面的视角，了解TPB指标在解码客户行为复杂性方面的关联。据作者所知，本研究是酒店研究中第一个使用三个TPB指标和三种分析方法来扩展与绿色酒店相关的客人行为知识的研究之一。
Purpose This study aims to present a unique perspective on the application of the theory of planned behaviour (TPB) in the context of the green lodging industry via configurational modelling of three TPB dimensions in formulating hotel visitors’ behavioural responses. Attitude towards behaviour, subjective norms and perceived behavioural control are the three indicators of TPB used to predict guests’ continued intention to use and recommend green hotels on Cyprus, a Mediterranean island with a fragile ecological system. Design/methodology/approach A questionnaire-based survey is used to evaluate the study’s objectives. A total of 320 guests of green hotels were approached between June and July 2017 and invited to participate. Among them, 260 valid cases were obtained and used for data analysis. The structural model was tested using structural equation modelling (SEM), the configurational model was assessed using the fuzzy-set qualitative comparative analysis (fsQCA) and the necessary predictor was evaluated using the necessary condition analysis (NCA). Findings The SEM results revealed that attitudes regarding behaviour increased the continued intention to visit and recommend green hotels. Similarly, subjective norms enhanced the guests’ desired behavioural responses. Perceived behavioural control boosted their continued intention to visit, but this was insufficient for predicting green hotel guests’ intention to recommend. The fsQCA results indicated that two causal models explained the conditions of both high and low levels of behavioural responses. The NCA results showed that attitude towards behaviour was the only necessary condition of the two expected behavioural responses. Originality/value Several previous studies have tried to modify, decompose or merge the TPB to provide theoretical support for proposed conceptual models indicating visitors’ behaviours. Beyond such attempts, pragmatic analytical approaches (e.g. set-theoretic method) should be applied to present a comprehensive perspective on the association of TPB indicators in decoding the complexity of customers’ behaviours. To the best of the authors’ knowledge, this study is among the first in hospitality research to use three TPB indicators and three analytical approaches to extend the knowledge of guests’ behaviours related to green hotels.