Intention to Visit Green Hotels in Indian Context
Going green on the go: are Indian travellers ready to embrace travel responsibilities? Authors: Supernova Chakraborty , Vishal Soodan and Shantanu Saha Published Online: October 11, 2022. pp 731-747 https://doi.org/10.1504/IJMP.2022.126534 Abstract The objective of this study is to gauge variables influencing the intention of Indian travellers towards selection of a green hotel. For the purpose, 202 respondents were considered for the research through snowball sampling. Data were analysed using SPSS AMOS to assess the strength of relationship between variables. The findings described that all the factors incorporated in the model endorse the intention of Indian consumers/travellers towards the acceptability of the green hotels while they travel. The study has advocated the addition of new factors in the TPB model and proves that travellers are ready to adopt green hotels during their travel. This research has implications for the hospitality industry in im...