Examining the Tourist Behavior to Visit Green Hotels in Bangladesh: The Mediating Role of Attitude

This study explores the rising significance of green hotels in response to growing environmental concerns among consumers. The transition towards eco-friendly practices in the hotel industry is driven by the need to mitigate negative environmental impacts, align with consumer preferences, and maintain economic advantages. The study aims to develop and test a model to comprehend factors influencing visitors' behavior in green hotels, focusing on perceived value, cost, trust, and perceived consumer effectiveness. Existing literature extensively examines sustainable tourism, focusing on green tourism and its impact on residents' quality of life in tourist destinations. The study addresses the scarcity of empirical frameworks and literature reviews on Bangladeshi tourists' preferences for green hotels, considering factors such as environmental awareness, green concern, and green trust. This study focused on tourists, both local and foreign, who have visited different places and green hotels in Bangladesh within the last five years. The study is identified as quantitative, utilizing primary data collection through a questionnaire. Prior to hypothesis testing, the parametric assumptions will be examined using SPSS to confirm the fulfillment of regression assumptions. The study will conclude with the assessment of hypotheses through SmartPLS, employing bootstrapping techniques for comprehensive analysis. This study's unique findings contradict the straight relationship between perceived cost and purchase behavioral intention. The investigation should be expanded to other parts of the world in order to demonstrate the model's validity. There is a rare chance to broaden the research and concentrate on additional constructs of green hotel purchase behavior. Therefore, more research is needed to examine the general hotel purchasing patterns of Bangladesh's large tourist population.