Abstract
As environmental issues are gaining prominence around the world, protecting the environment is not an option but a necessity. Eco-friendly products are given more attention and so do eco-friendly hotels. The purpose of this study is to investigate the effect of environmental awareness of eco-friendly hotel guests on customer satisfaction and behavioral intention. Based on the empirical hypotheses testing using multiple regression analysis, the results indicate that (a) only eco-centric view showed significant influence on customer satisfaction and behavioral intention, but balance in nature and human domination did not, and (b) customer satisfaction showed significant influence on behavioral intention. This study contributes to a better understanding of the level of environmental awareness of domestic eco-friendly hotel guests, and meaningful implications are provided to support eco-friendly management activities in green hotels.
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