The Effect of Advertising and Service Quality on Consumer Purchase Intention Hotel: An Experimental Study

This study examines the differences in the green hotel and non-green hotel advertisements on consumers' purchase intentions. It discusses the differences in the green hotel and non-green hotel service quality on consumers' purchase intentions. The research method used is an experiment with a sample of 100 participants. This study uses a fictitious print advertisement featuring hotel facilities, prices and promotions as a sample for the same product as a treatment in the experiment. The type of experimental design used is a statistical utterly randomized design, where the treatment given to research participants is based on randomization. Data were analyzed using ANOVA. The results showed that green hotel advertisements positively affected consumers' purchase intentions, while advertisements in non-green hotels had no significant effect on consumers' purchase intentions. Meanwhile, the service quality variable in green hotels has a positive impact on consumers' purchase intentions, and service quality in non-green hotels has no significant effect on consumers' purchase intentions.

Leadership Roles for Sustainable Development: The Case of a Malaysian Green Hotel

The leadership roles of green hotels are essential for sustainable development because of their contribution to reducing carbon emission, supplying safe food, and managing water resources. However, sustainability education has not adequately integrated entrepreneurial skills to promote green hotel practices towards sustainable development. Therefore, this study explored the leadership roles of the Frangipani Hotel in Langkawi, Malaysia, because it adopted a circular economy in line with the zero-waste concept to develop the environmental and socio-economic condition of the locality. Extensive literature reviews were conducted to explore the transformational leadership roles of the Frangipani hotel for green practices. Interviews with the managing director, general manager, and the head of 10 operating branches of Frangipani also provided information about the green hotel practices to support its leadership roles. Similarly, interviews with the public, private, business, and community stakeholders also supported the transformational leadership roles of Frangipani to integrated green hotel practices with effective multi-stakeholder collaboration for quality control and quality assurance of its green practices. The patience of Frangipani and its roles as a liaison among government, non-government, business, and private and community sectors have been very effective in promoting green practices in the hospitability industry via training and knowledge-sharing. However, the monitoring and evaluation of these green practices are essential, and they can be completed via developing a special key performance index for the effective promotion of green hotels.

Impact of Green Supply Chain Management Practices on Competitive Advantages and Organizational Performance at Five Star Hotels in Bali

Consumers with greater environmentalism, male customers of luxury or mid-priced hotels are the three groups that are more inclined to pay a premium for green hotels (Lee, Hsu, Han, & Kim, 2010). Other studies showed that female (Han, Hsu, & Lee, 2009; Han, Hsu, Lee, & Sheu, 2011) and older hotel customers (Han et al., 2009) expressed higher levels of willingness to pay a premium for green practices. More concerned consumers who have stayed in green hotels are willing to pay more. Consumers who are willing to pay more also pay attention to the importance of green hotel information, green certification, and the experience of staying at a green hotel (Boronat-Navarro & Pérez-Aranda, 2020). Nowadays, tourists tend to choose hotels that are really consistently implementing environmentally friendly business practices. Accommodation with a concept and environmentally-friendly management is one of the driving parameters for tourists to choose the accommodation (Rahmafitria, 2014). In line with this phenomenon, the concept of sustainable accommodation must apply the principles of environmental conservation, education, ecology, community empowerment, and utilization of local products, and minimize environmental damage. Hotels have departments according to their respective duties. The departments in the hotel have an integrated bond, need each other, and complement each other in operational activities. Hotels require goods obtained from suppliers outside the hotel in carrying out operational activities. Keywords: Green Supply Chain Management, Competitive Advantage, Organizational Performance, Five-Star Hotel

Examining Green Hotel Patronage Intention from the Perspective of Behavioural Reasoning Theory

Green hotels help minimise the negative impact of consumption on the environment. This study examines consumers’ intention to patronise green hotels by applying the Behavioural Reasoning Theory (BRT). In the BRT, the drivers of behavioural intentions include value, reasons for, reasons against as well as global motives (attitude). This study surveyed 262 respondents in the Klang Valley, Malaysia using questionnaires. The findings indicated that reasons serve as essential linkages between consumers’ values and their attitudes. In particular, Attitude is the strongest predictor of green hotel patronage intention, followed by Reasons against Patronage, Altruism and Reasons for Patronage. Reasons against Patronage have a stronger influence on green hotel patronage intention than Reasons for Patronage. Marketers should minimise the effects of reasons against to improve green hotel patronage intention, promote consumer’s altruism value and attitude toward choosing green hotels.

INVESTIGATING WILLINGNESS TO PAY FOR GREEN HOTEL: EFFECT OF DESTINATION IMAGE AND ENVIRONMENTAL BELIEFS

The present study proposed a framework in examining the effect of destination image and environmental beliefs on willingness to pay for green hotel (WTP). The purpose of this study is to test these relationships. Additionally, the paper also seeks to establish the role of customer attitude to green hotels as a determinant of the relationships specified in the proposed model. The results supported our overall hypothesis and showed that destination image has the largest direct impact on attitude to green hotel while environmental beliefs have the largest direct effect on willing to pay premium for green hotel. Moreover, attitude to green hotel plays a mediating role between destination image and WTP, environmental beliefs and WTP.