INVESTIGATING THE DRIVING FACTORS OF GREEN HOTEL’S VISIT INTENTION IN INDONESIA FROM THE PERSPECTIVE OF GENERATION Z

Abstract

Purpose This study is conducted to analyze the probable driving factors that can influence visit intention of green hotel. To do that, the researcher would like to find out the significance of influenceof environmental value, environmental knowledge towards perceived value and the influence of perceived value, environmental awareness and consumer social responsibility towards visit intention of green hotel. Design/methodology/approach As a quantitative research, a survey method was applied and a questionnaire form as the instrument tool was released. By using purposive and snowball sampling technique, the questionnaire are filled up by 263 Generation Z that were born between 1995 and 2002. The data collected were analyzed with the structural equation model. Findings The findings of this study show that both environmental value and environmental knowledge have positive influence towards perceived value. Also, perceived value and consumer social responsibility both have positive influence towards visit intention of green hotel. This study also found out that environmental awareness does not have a positive influence towards visit intention of green hotel. Practical Implications Green hotel practices is still low in Indonesia; Therefore, even though going green offers competitive advantage, it is important to understand the factors affecting customer’s behavior regarding the visit intention of green hotel. The finding of this study can be used to develop strategies in attracting more potential customers to visit green hotel. xiv Originality/value This study is the first to combine environmental value, environmental knowledge, environmental awareness, consumer social responsibility, perceived value and visit intention of green hotel in Indonesia from the perspective of generation Z.