Motivation, Opportunity, and Ability of Chinese Tourists to Stay at Green Hotels in Thailand

Abstract

ABSTRACT The purposes of this study were to explore motivation, opportunity, and abilities of Chinese tourists in staying at green hotels in Thailand and to compare perceptions of green and non-green guests toward green hotels. The study adopted Motivation-Opportunity-Ability (MOA) Theory as its framework to employ a qualitative research method by conducting 31 semi-structured interviews. 17 interviews were conducted with green guests at two green hotels in Nakon Nayok and Phuket, whilst 14 interviews were carried out with non-green guests at two conventional hotels in Bangkok and Phuket. The content analysis was used for interview data and the findings reported a great insight into Chinese tourists’ motivations, opportunities, and abilities to stay at green hotels in Thailand as well as obstacles to selecting green hotels. Managerial and research implications are provided. The former is for the government authority of Thailand and China, green hotel operators and managers, and mass media to promote Chinese tourists to stay at green hotels in Thailand, whilst the latter introduced the perceptions of Chinese tourists and concluded that they have various motivations, opportunities, and abilities to participate in the pro-environmental practices.