Abstract
This study investigated the effect of hotel water conservation management and waste reduction measures on customers’ social and personal norms, willingness to pay more, and revisit intention, with cost consciousness as a moderating variable. A total of 311 valid samples were obtained by conducting a survey on customers who have used hotels for the past year. To perform the empirical analysis, SPSS 22.0 (IBM, New York, NY, USA) and AMOS 22.0 (IBM, New York, NY, USA) were used. As a result of the analysis, seven of the eight hypotheses were accepted, and the ninth hypothesis that tested the moderating effect was partially accepted. The results of the study revealed that a hotel’s eco-friendly activities had a positive effect on its overall performance. The results also provide insight that can lay the foundation for the sustainable management of hotels.
Highlights
The growth of the hotel industry has both positive and negative effects
Wastes generated by the hotel industry such as water pollution, household waste, greenhouse gas, and food waste can be a major source of environmental pollution [1]
This study aims to help us understand the effect of hotel eco-friendly activities on social and personal norms, willingness to pay more, and revisit intention
Summary
It provides various benefits to consumers and causes environmental problems. The hotel industry provides its guests with conveniences such as accommodation, food, banquets, and performances, which improve consumers’ living standards. Wastes generated by the hotel industry such as water pollution, household waste, greenhouse gas, and food waste can be a major source of environmental pollution [1]. Wastewater from bathing, laundry, and toilets are generated in hotels through guest use. Wastewater from food preparation, cleaning, swimming pool, and spa are generated in the process of operating the hotel [3]. Because of the large amount of waste generated, the hotel industry is causing serious environmental harm and problems
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