Abstract
The current study was designed to explain hotel customers’ intention formation to visit a green hotel by utilizing the theory of planned behavior. The study findings revealed that the proposed model has a more satisfactory fit to the data and superior predictive power for intention than the theory of reasoned action model. In line with the theory, the findings from the structural equation analysis showed that three antecedent variables (attitude, subjective norm, and perceived behavioral control) had a significant and positive influence on hotel visit intention to select a green hotel. Further investigation indicated that the effects of the three predictors on visit intention were asymmetrical. Specifically, subjective norm had the greatest impact on intention, followed by attitude and perceived behavioral control. In addition, it was found that overall image exerted a significant impact on attitude and visit intention. Implications and limitations that provide opportunities for future research are also discussed.
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