Norm activation model and tourist intention to stay at green hotel: the role of value-belief-norm theory constructs

The purpose of the study is to expand the norm activation model (NAM) regarding green hotels by introducing educational level (EL) to customers' intentions. The study integrates the norm activation model and value-belief-norm (VBN) theory as moderators and employs purposive sampling to collect data from 761 tourists in Ghana. Structural equation modelling was employed as a statistical tool to examine both direct and interaction effects of the proposed paths. The results show that tourists' intentions to stay in green hotels are positively influenced by ascription of responsibility (ARR) and personal norms (PNN). However, awareness of consequences (ACC) and social norms (SNN) do not predict tourists' intentions to stay in green hotels. Additionally, environmental beliefs, personal value, pro-environmental behaviour (PEB), and educational level moderate this relationship. The study offers valuable insights into the drivers that contribute to tourists' intentions to stay in green hotels and is relevant to policymakers and marketing practitioners.