Consumer Attitudes and Behavior towards Eco-Friendly Hotels in Yunnan Province: An Analysis Using TPB Framework

Qiongfang Gui; Abdul Rashid Abdullah

doi:10.54097/ph0eb189

Authors

Qiongfang Gui
Abdul Rashid Abdullah

DOI:

https://doi.org/10.54097/ph0eb189

Keywords:

Eco-friendly hotels, consumer attitudes, consumer behavior, theory of reasoned action, Yunnan Province, sustainable development.

Abstract

Based on the Theory of Reasoned Behavior (TPB) framework, this study deeply explores the attitudes and behaviors of eco-friendly hotel consumers in Yunnan Province. Using a mixed research design, including quantitative questionnaires and qualitative interviews, we analyze the impact of consumer attitudes, subjective norms and perceived behavioral control toward eco-friendly hotels, and the impact of these factors on actual choice behavior. Research results show that consumers generally have positive attitudes towards eco-friendly hotels, but actual choice behavior is affected by multiple factors, including environmental awareness, social expectations and perceived actual control. The TPB framework shows good applicability in explaining consumer attitudes and behaviors, but the influence of other factors still needs to be paid attention to. This research provides important market insights for the hotel industry in Yunnan Province and provides theoretical support for the development of eco-friendly hotels.

Downloads

Download data is not yet available.

References

Chen, L., Li, X., & Zhou, Y. (2023). Understanding consumer attitudes towards eco-friendly hotels: A study in Yunnan, China. Journal of Sustainable Tourism, 41(3), 301-318.

Wang, Y., Li, J., & Liu, M. (2023). The influence of environmental awareness on consumers' intention to stay in eco-friendly hotels: A study in Yunnan, China. Sustainability, 15(7), 3451.

Huang, R. (2023). Consumer behavior and attitudes towards eco-friendly hotels: A case study of Yunnan Province. Journal of Hospitality and Tourism Management, 40, 100-112.

Wu, X., Li, H., & Zhang, H. (2023). The role of subjective norms in influencing consumers' intention to choose eco-friendly hotels in Yunnan. Current Issues in Tourism, 26(3), 289-304.

Jiang, Y., Li, Q., & Li, X. (2023). The impact of perceived behavioral control on consumers' intention to choose eco-friendly hotels in Yunnan. Journal of Destination Marketing & Management, 12, 58-65.

Liu, Y., Li, Z., & Zhang, Z. (2023). Understanding the effects of attitude, subjective norms, and perceived behavioral control on consumers' intention to stay in eco-friendly hotels: A study in Yunnan, China. International Journal of Hospitality Management, 100, 102719.

Zhao, Y., Chen, Z., & Liu, S. (2023). The role of green image in shaping consumers' attitudes towards eco-friendly hotels: Evidence from Yunnan, China. Journal of Sustainable Development, 11(4), 245-258.

Zhang, Y., Li, X., & Jin, X. (2023). Examining the relationship between environmental concern and consumers' willingness to pay for eco-friendly hotels: Evidence from Yunnan, China. Journal of Sustainable Development, 12(1), 58-71.

Luo, S., Li, C., & Li, R. (2023). Exploring consumers' attitudes towards eco-friendly hotels: A study in Yunnan Province. Journal of Ecotourism, 22(2), 129-144.

Li, Y., Cheng, S., & Hu, Y. (2023). The effects of environmental knowledge on consumers' intention to support eco-friendly hotels: A study in Yunnan, China. Journal of Hospitality and Tourism Research, 47(3), 412-426.