The Effect of Green Practices on Tourists’ Behavioral Intention: A Study of Hoteliers in Central Province of Sri Lanka

R S S W Arachchi

doi:10.4038/pmr.v1i2.29

Abstract

The tourism industry has experienced a rapid growth in the recent past. Many alternative forms of eco-tourism have become one of the most attractive niche forms as it causes less harm to the natural environment. As Sri Lanka is rich with natural and social varieties, it can build up the eco-tourism concept for the advantage of the Sri Lankan economy. The researcher became interested in eco concepts and conducted the study in order to identify the effect of green practices on tourists’ behavioral intentions. The findings of the study show that green practices of the hoteliers strongly affect the behavioral intention of the tourists. Based on the managerial implication of these findings, hoteliers should pay more attention to the effect created by the green practices on tourists. The findings of this study can be applied to improve the eco-tourism concept in Sri Lanka.

Highlights

1.1 Background of the StudyOver the past few years, tourism experienced continuous diversification and became one of the fastest-growing sectors in the world (World Tourism Organization, n.d)
Some research studies related to eco-tourism in Sri Lanka have been carried out, but recently, we hardly found research articles related to the green practices of hoteliers and tourist behavioral intentions
The main focus of this study was on exploring the effect of green practices of hoteliers on tourist behavioral intention

Summary

Introduction

1.1 Background of the StudyOver the past few years, tourism experienced continuous diversification and became one of the fastest-growing sectors in the world (World Tourism Organization , n.d). 28 R.S.S.W. Arachchi economy, accounting for 30% of the world’s trade of services. With the popularity of niche forms of tourism, eco-tourism has turned out to be one of the most demanded forms among vacationers around the globe. Since Sri Lanka is rich with many social and natural varieties, it can build up the ecotourism concept for the advantage of the Sri Lankan economy and community much better than the other countries (SLEF, cited in Arachchi, Yajid, & Khatibi, 2015). At present, tourists are more knowledgeable, and they are highly concerned about the negative impacts generated through their activities, especially on the environment. With the changes in the mindsets of the tourists towards the environment, most hoteliers currently pay more attention to sustainable management operations (Lee & Moscardo, 2005)

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