Factors influencing Vietnamese consumers' decisions regarding green hotels

Abstract

Environmental issues remain a central concern in modern society, especially because of the rapid expansion of the tourism industry post-Covid, leading to increased pollution levels. The concept related to green tourism and hospitality emerged to satisfy consumer expectations in utilizing services while maximizing environmental conservation. Despite plenty of studies related to investigation factors affect green related products and services in hospitality industry. There is an insufficiency of comprehensive examination of client attitudes and behavior intention regarding green hotels, especially inside the Vietnamese market. This study seeks to examine the diverse aspects influencing customers' decision-making process toward green hotels. A quantitative approach was implemented to gather data from individuals who either sought or had previously used hotels when traveling in Viet Nam. A total of 269 legitimate responses were acquired. The study subsequently utilized Structural Equation Modelling (SEM) to analyze the proposed hypotheses. The findings confirm significant aspects that influence customers' decision-making process towards environmentally friendly options.