Abstract
ABSTRACT This research is designed to illustrate the process of customers’ switching behavior from a traditional hotel to a green hotel by applying a pull-push-mooring theory and an exploratory mixed methods design. The push factors, including environmental policy, social media effects, and social norms, drive customers away from traditional hotels, while the pull factors, including personal norms, perceived health benefits, and emotional well-being, attract customers to green hotels. The mooring factors, including inertia and switching cost, show a vital moderating effect. This study provides a conceptual mechanism that clarifies factors that drive customers’ green behavior in the hotel industry.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.