Attitude and Behavior of Water Conservation by Hotel Guests: The Role of Gender as Moderating Variable

This research aims to examine the effect of attitude on behavior of water conservation by hotel guests with gender as moderating variable. Research object is hotels in Yogyakarta, Indonesia. Research subject includes 400 guests who stay in Yogyakarta hotels. Variables are measured by questionaries. Data analysis uses moderating analysis regression and hierarchical regression by IBM-SPSS. Based on data analysis, attitude affect behavior of water conservation by hotel guests. This research also finds that gender moderates the effect of attitude on behavior of water conservation by hotel guests. This research contributes to the literature. This research combines the goal-framing theory and sociodemographic concept to capture gender and water conservation. This research also contributes to provide new evidence of gender and water conservation by hotel guests in Indonesia.