Abstract
Environmental hazards caused by tourism are becoming a concern for policymakers and hotel companies. The purpose of this study is to develop a comprehensive questionnaire that accurately measures the antecedents of purchase intention that influence Indian millennials to select sustainable accommodation while traveling. The questionnaire development process comprised an extensive literature review to identify key factors influencing purchase intention. Content validation was performed through four experts (two from industry and two from academia). A pilot survey was administered to 35 respondents, followed by confirmatory factor analysis (CFA) to assess the questionnaire’s dimensional structure. Reliability testing using Cronbach’s alpha and validity assessments (content and construct validity) was performed to ensure the robustness of the tool. Cronbach’s alpha values of most of the constructs were above 0.70, which justifies the internal consistency among the constructs. Few constructs whose values are below 0.7, items were modified accordingly. Also, discriminant validity was verified through the Fornell-Larcker Criterion and the heterotrait-monotrait (HTMT) ratio. The HTMT ratio of all the constructs is below 0.90 to confirm discriminant validity. The AVE values of the constructs are in the range of 0.60 to 0.80. The questionnaire developed in the study will be utilized to collect data from the target respondents from the selected sample. Collected data will be analyzed using Structural Equation Modelling (SEM) and PLS 4. Findings will provide valuable insights to researchers and hotel companies to understand the factors that influence millennials’ intentions to visit green hotels.
Presenters
Shikhar JaitleyAssistant Professor Senior Scale, Department of Front Office, Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Karnataka, India
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Critical Issues in Tourism and Leisure Studies
KEYWORDS
Green Hotels, Intention, Sustainability, Eco tourism
