Research Significance

Tourism is considered a major source of income and employment for many countries,
including Macau Therefore, it is crucial for hotels to prioritize tourist satisfaction in
order to thrive in the industry. In recent years, tourists have become more conscious of
the environmental impact caused by hotels (Han and Kim, 2010), leading them to
prefer hotels with eco-friendly practices. As governments and citizens increasingly
recognize the importance of addressing environmental issues and their associated
economic and health risks, there is a growing willingness within society to support
"green" initiatives (Yeung, 2004).Environmental Knowledge ,green customer service
encounter and green trust dynamics can help green hotels develop more effective
marketing strategies, enhance brand reputation, and build customer loyalty, green
hotel purchase intention,which can inform businesses on leveraging their
sustainability initiatives to gain a competitive edge in the market.

This thesis seeks to delve deeper into the concept of green hotels and explore the
motivations, challenges, and outcomes of implementing sustainable practices in the
hospitality industry. By conducting a thorough analysis of the sustainability initiatives
undertaken by green hotels, as well as the perceptions and behaviors of consumers
towards eco-friendly accommodations, this research aims to shed light on the
potential of green hotels to lead the way towards a more sustainable and responsible
hospitality sector.

Overall, green hotels represent a promising pathway towards a more sustainable

future for the hospitality industry, where environmental stewardship, social
responsibility, and economic viability go hand in hand. Through this thesis, we hope
to contribute valuable insights and recommendations for hotel managers,
policymakers, and other stakeholders interested in promoting sustainability in the
realm of hospitality.

This research also discovers that Green trust plays a important mediating role in
connecting Environmental knowledge and green service encounter between Green
hotel purchase intention .This implies that by enhancing green service encounter ,
hotel brands can effectively shape customers' green attitudes, ultimately influencing
their decisions to repurchase and spread word-of-mouth about green hotel .Therefore,
Green hotel brands should prioritize the entire customer experience,ensuring that each
step meets or exceeds customer expectations.To promote positive growth in the hotel
industry, this study not only offers strategic recommendations for sustainability of
hotel brands but also holds theoretical significance and practical significance for
brand marketing in other industries.

Theoretical Significance

Consumers’purchasing decisions are influenced by their concern for the environment

and preference for green products (Pinto de Moura et al., 2012). Marketers need to
take into account consumer preferences and decision-making processes in order to
promote green products (Cherrier et al., 2011). Previous research has examined
various factors that impact consumers’ intentions to purchase green products (Gil and
Jacob, 2018; Sun and Wang, 2019; Hashim et al., 2020; Wang et al., 2020).
Additionally, it has been found that green turst positively influences consumers’
intention to purchase them (Konuk et al., 2015), as do subjective norms of consumers
(Bong Ko and Jin, 2017). Sreen et al. (2018) showed that consumers' green
knowledge and service encounter towards environmentally friendly purchases can
influence their intention to pruchase green hotel intention to their purchasing
behavior,provide theoretical basis for improving consumer satisfaction.

This study also applying the S-O-R framework lies in its emphasis on the dynamic
relationships between environmental stimuli, consumer perceptions, and behavioral
responses. By highlighting the role of green service encounters as experiential stimuli
that influence consumer trust and purchase intentions, this research offers insights into
the mechanisms underlying sustainable service interactions and their impact on
consumer behavior,Provides theoretical support for future research on S-O-R model
with green hotel patronage intention and explore the mediating role of green trust .

Practical Significance
Although there has been a significant increase in interest and awareness among
travelers towards purchasing environmentally friendly products and services, hotel
operators have also shown great interest in implementing Green practices,there is still
a need for more research focusing on gaining a deeper understanding of green
consumption behavior in the tourism industry. Similarly, Choi, Jang, and
Kandampully (2015) point out that there has been limited focus on identifying the
factors that influence green purchase decisions.
By exploring the green modeling how green trust optimize and play a important
role to effect consumer behavior also can contributes to the understanding of
sustainable tourism and hospitality by offering valuable perspectives on the factors
influencing hotel guests' environmentally friendly behavior, both cognitively and
emotionally by environmental knowledge,offers strategic recommendations for
sustainability of hotel brand,improve the protection of the local environmental.

This research also suggests that customers utilize environmental signals, such as green
service elements, to represent the inherent quality of products/services and overall
corporate social responsibility within a company's strategy (Kreidler & Joseph-
Mathews, 2009). These findings are anticipated to encourage repurchase intention
from consumers. The theory of affordance views service elements as part of the
service scape design, which should possess both functional and aesthetic appeal in
order to create desired service experiences (Tussyadiah, 2014). While this theory
primarily pertains to physical objects and resulting consumer interactions, it has also
been expanded to encompass the art of designing service atmospherics that facilitate
positive consumption and reliable experiences.Improve the market competitiveness of
Green tourism and promote the sustainability hotel development ,enhance the tourism
experience of tourists

1.1 Research background

The tourism sector ranks among the largest and rapidly expanding industries,
playing a crucial role in enhancing global economic growth by contributing 10.4% to
the worldwide gross domestic product (GDP) (Gupta et al., 2019; Merli et al., 2019).
However, this growth often leads to unsustainable consumption patterns that
jeopardize natural resources and ecosystems (Trang et al., 2019). Additionally, the
industry has become increasingly reliant on freshwater, energy, food, and land
resources, with projections indicating that resource usage in tourism could double
over the next 25 to 45 years (Gössling and Peeters, 2015). Therefore, it is essential for
the tourism sector to adopt more environmentally sustainable practices to secure long-
term development and benefit global communities (Peng et al., 2020; Yadav et al.,
2019). Key strategies include promoting sustainable tourist behaviors and enhancing
sustainable tourism supply chains (Han et al., 2019). Supply-side solutions aimed at
improving efficiency—such as bio-fuels, electric vehicles, and energy-efficient
lighting—are insufficient due to rising demand coupled with comfort-driven
efficiency improvements that elevate overall emissions related to tourism activities
(Gössling et al., 2010). For example, while air travel has seen enhancements in
efficiency leading to lower carbon outputs per trip, total carbon emissions have risen
because of increased travel distances and passenger volumes. Consequently,
researchers and practitioners within hospitality are now focusing on fostering more
sustainable behaviors among tourists (Juvan and Dolnicar, 2017; Han et al., 2019).

In recent years, there has been growing concern within the hospitality and tourism
sectors regarding their environmental impact (Han et al., 2010; Choi et al., 2015;
Goncalves et al., 2016). Green initiatives have gained significant attention from hotel
operators due to heightened awareness among travelers about eco-friendly products
and services. There has been a growing awareness of the need for sustainable
practices in the hospitality sector to mitigate these impacts and promote
environmental stewardship. One of the key responses to this call for sustainability has
been the emergence of green hotels – establishments that prioritize eco-friendly
practices and strive to minimize their ecological footprint.Many hotels are dedicating
considerable resources towards implementing environmentally responsible practices
such as waste reduction efforts, lowering energy use through low-flow fixtures or
choosing green suppliers while adopting recycling measures. For instance, Hilton
Hotels committed itself to environmental preservation through efficient operations
along its entire value chain (Hilton Worldwide , 2016 ).

For the Green hotels, also known as eco-friendly or sustainable hotels, are
accommodations that have implemented various environmentally friendly initiatives
to reduce their impact on the environment. These initiatives can range from energy
and water conservation measures to waste reduction and recycling programs, as well
as the use of green building materials and sustainable food sourcing practices. Green
hotels aim to operate in a more sustainable and responsible manner, not only to
benefit the environment but also to appeal to a growing segment of environmentally
conscious travelers who are seeking greener alternatives for their accommodation
needs.The concept of green hotels is rooted in the broader sustainability movement,
which advocates for more mindful and responsible use of resources to ensure the
well-being of present and future generations. By adopting sustainable practices, green
hotels contribute to the preservation of natural resources, the reduction of greenhouse
gas emissions, and the protection of local ecosystems. In addition to their
environmental benefits, green hotels can also bring about social and economic
advantages, such as creating green jobs, supporting local communities, and enhancing
the overall guest experience.The shift towards sustainability in the hospitality industry
has been driven by various factors, including regulatory requirements, consumer
preferences, and corporate responsibility initiatives. Governments around the world
have implemented policies and regulations aimed at reducing the environmental
impact of businesses, including hotels. Consumers, on the other hand, are increasingly
seeking out eco-friendly accommodations that align with their values and beliefs.
Studies have shown that guests are willing to pay a premium for sustainable hotels
and are more likely to choose environmentally responsible establishments over
traditional ones.

In response to these trends, many hoteliers have recognized the importance of

integrating sustainable practices into their operations to remain competitive and meet
the evolving demands of today's travelers. Green hotels have thus become a strategic
choice for hotel owners and operators looking to differentiate their properties, attract
environmentally conscious guests, and contribute to global sustainability goals. By
investing in sustainability, green hotels not only enhance their environmental
performance but also improve their brand image, increase guest satisfaction, and drive
long-term financial returns.Despite an increase in evidence supporting green practices
within hotels , there remains a lack of research focused on understanding what drives
travelers' choices for green accommodations.

下面是 subjective

Against this background, this study investigates consumer behavior

in the green hotel context using the theory of planned behavior
(TPB; Ajzen, 1991). Based on TPB, human behavior is likely
influenced by psychological factors including attitudes, social
norms, and perceived behavioral control (PBC). Several scholars
have applied TPB to explore individuals’ pro-environmental
behaviors, such as green purchasing behaviors (Arli, Tan, Tjiptono,
& Yang, 2018), recycling (Xu, Ling, Lu, & Shen, 2017), green
restaurant selection (Jang, Chung, & Kim, 2015), green hotel
selection (Chen & Tung, 2014), and other environmental
consumption behaviors in different domains. It is thus appropriate
to select this theory as the basic framework for this research, in
order to understand travelers’ purchase intention toward green
hotels.
Despite the fact that TPB suggests that consumer behavior is
reasonably steady and mainly affected by psychological elements,
additional constructs may be added to the theory if they denote a
noteworthy proportion of the change in that given behavior (Ajzen,
1991). People’s environmental behavior might be attributed to
automated processes, such as past experience (Chen & Tung,
2014; Han & Yoon, 2015). Specifically, Steg and Vlek
(2009) indicated that behavior is mainly habitual and directed by
automated cognitive processes, rather than being led by complex
rationalization. Several studies show evidence that past experience
often directly predicts future behavior (e.g., Sommer, 2011; Wang
& Ritchie, 2012; B. Ye, Zhang, & Yuan, 2017). Wang and Ritchie
(2012) identified past experience as a main determinant that
affects accommodation managers’ crisis planning intentions. B. Ye
et al. (2017) demonstrated that past experiences positively affected
Chinese people’s intentions to visit local wineries. Scholars in the
hospitality sector propose that, due to the intangibility of
hospitality services, the effect of previous experience on behavioral
intentions can be significant (Jang et al., 2015). Thus, combining
psychological elements with past experience might rationalize the
eminent discrepancies regarding travelers’ behavior in the green
hotel context.
There are three significant contributions of this research to green
hotel praxis. First, the current study responds to recent research
calls for developing a deeper understanding regarding the
formation of travelers’ intentions toward green accommodation
(Kim et al., 2017; Warren, Becken, & Coghlan, 2017). Second, this
research encompasses the previous pro-environmental literature on
green accommodation that has presented inconsistent outcomes
(Barber & Deale, 2014). Third, this research contributes to TPB by
addressing certain gaps in the literature regarding travelers’
intention to stay at green hotels in Australia. Also, considering the
limitations of the TPB model, past experience is incorporated into
TPB to better understand the intentions of travelers to stay at a
green hotel. Furthermore, conducting this study in the green
accommodation setting is meaningful as studies investigating the
role of past experience are limited in the hospitality management
literature.
灰色是 INTRODCTION

The hospitality industry is a dynamic and fast-

growing sector that plays a crucial role in the
global economy. However, this industry is also
known for its significant environmental impact,
with hotels being one of the major contributors to
energy consumption, water usage, waste
generation, and carbon emissions. In recent years,
there has been a growing awareness of the need
for sustainable practices in the hospitality sector to
mitigate these impacts and promote environmental
stewardship. One of the key responses to this call
for sustainability has been the emergence of green
hotels – establishments that prioritize eco-friendly
practices and strive to minimize their ecological
footprint.

For the Green hotels, also known as eco-friendly or

sustainable hotels, are accommodations that have
implemented various environmentally friendly
initiatives to reduce their impact on the
environment. These initiatives can range from
energy and water conservation measures to waste
reduction and recycling programs, as well as the
use of green building materials and sustainable
food sourcing practices. Green hotels aim to
operate in a more sustainable and responsible
manner, not only to benefit the environment but
also to appeal to a growing segment of
environmentally conscious travelers who are
seeking greener alternatives for their
accommodation needs.

The concept of green hotels is rooted in the

broader sustainability movement, which advocates
for more mindful and responsible use of resources
to ensure the well-being of present and future
generations. By adopting sustainable practices,
green hotels contribute to the preservation of
natural resources, the reduction of greenhouse gas
emissions, and the protection of local ecosystems.
In addition to their environmental benefits, green
hotels can also bring about social and economic
advantages, such as creating green jobs,
supporting local communities, and enhancing the
overall guest experience.

The shift towards sustainability in the hospitality

industry has been driven by various factors,
including regulatory requirements, consumer
preferences, and corporate responsibility
initiatives. Governments around the world have
implemented policies and regulations aimed at
reducing the environmental impact of businesses,
including hotels. Consumers, on the other hand,
are increasingly seeking out eco-friendly
accommodations that align with their values and
beliefs. Studies have shown that guests are willing
to pay a premium for sustainable hotels and are
more likely to choose environmentally responsible
establishments over traditional ones.

In response to these trends, many hoteliers have

recognized the importance of integrating
sustainable practices into their operations to
remain competitive and meet the evolving
demands of today's travelers. Green hotels have
thus become a strategic choice for hotel owners
and operators looking to differentiate their
properties, attract environmentally conscious
guests, and contribute to global sustainability
goals. By investing in sustainability, green hotels
not only enhance their environmental performance
but also improve their brand image, increase guest
satisfaction, and drive long-term financial returns.

This thesis seeks to delve deeper into the concept

of green hotels and explore the motivations,
challenges, and outcomes of implementing
sustainable practices in the hospitality industry. By
conducting a thorough analysis of the sustainability
initiatives undertaken by green hotels, as well as
the perceptions and behaviors of consumers
towards eco-friendly accommodations, this
research aims to shed light on the potential of
green hotels to lead the way towards a more
sustainable and responsible hospitality sector.
Overall, green hotels represent a promising
pathway towards a more sustainable future for the
hospitality industry, where environmental
stewardship, social responsibility, and economic
viability go hand in hand. Through this thesis, we
hope to contribute valuable insights and
recommendations for hotel managers,
policymakers, and other stakeholders interested in
promoting sustainability in the realm of hospitality.