Only memories are captured, and only footprints are left. Understanding the perception of eco-friendly hotel and tourist buying behavior

This study attempts to provide insight into consumer decision-making, which has become increasingly difficult to understand and anticipate in today’s sustainable development environment. A lack of awareness of tourists’ perceptions and attitudes toward eco-friendly advertising in the hotel industry may impede hotels’ capacity to attract consumers’ purchasing power and negatively influence expected consumer response. As a result, this research article adds to our understanding of people’s attitudes toward recommended eco-friendly hotel advertisements and their impact on the unplanned purchase of eco-friendly tours. Structural equational modelling was used to understand the relations of the factors under consideration. The findings revealed that good attitudes regarding eco-friendly hotel ads influence consumer decision-making in buying unplanned eco-friendly services, influenced by informativeness and credibility as values perceived by eco-friendly hotels. This research has implications for tourists, marketers, hotel managers, promoters, and customers.

1 Introduction

The organisation’s outstanding financial and economic performance was once assumed to secure its success; however, this is no longer the case. Economic and financial gains must be complemented by a reduction in environmental impact and a greater focus on social issues. Sustainability entails more than just environmental characteristics. Economic and social factors are critical to developing a sustainable society (Jaderná and Volfová 2022).
Green management evolved in the 1990s and became a globally recognised slogan in 2000. Today’s marketing challenge is encouraging consumers to go green in response to the growing global relevance of environmental consciousness (Fairweather et al. 2005). The hotel industry is beginning to recognise the importance of implementing sustainable business strategies such as eco-labelling and eco-friendly advertising (Chan and Hawkins 2012). Consumer behaviour research looks into how people think, feel, utilise, and reject products and services and their emotional, mental, and behavioural responses. Hence, the study of consumer behaviour concerning sustainable environmental practices has progressively expanded. Sustainable consumer behaviour is crucial for long-term environmental conservation, which benefits society.
Natural resource depletion risks the environment’s long-term viability (Wang et al. 2020). The challenges are essentially the outcome of irresponsible consumer behaviour in the environment (Hopkins 2020; Xu et al. 2020; Wu et al. 2020). According to academics, critical concerns can be controlled and remedied by changing consumer behaviour to be more environmentally friendly (Han 2020). Environmentally conscious purchase and consumption, a critical requirement for environmental sustainability (Wang et al. 2020).
Eco-labelling systems were adopted in the tourism industry in the early 1990s as „one of the most successful techniques to encourage sustainable development“ (Chen and Hawkins 2010, p. 642). To educate consumers about eco-friendly hotels, it is vital to use social media marketing promotion. Social media marketing is a direct or indirect method of increasing awareness, recognition, memory, and action among individuals or enterprises. Furthermore, little empirical study has investigated customers’ impressions of environmentally friendly advertisements (Kim, Palakurthi and Hancer 2012). This study fills that gap by investigating travellers’ perceptions of eco-friendly hotel advertisements, which refer to accommodation places that employ various green activities such as water conservation, energy efficiency, and waste reduction. Given the low level of consumption, this study will investigate the impact of recommended eco-friendly hotel ad perception on consumer purchase intention of eco-friendly tours.

2 Literature review and hypotheses development

2.1 Sustainability in tourism

Sustainable consumption is becoming a fundamental problem in the travel and hospitality industries (Wang et al. 2020). Consumption of eco-friendly and sustainable product creation is more vital than ever in today’s tourist and hospitality industry, as an increasing number of individuals in the marketplace are aware that many severe environmental deteriorations are caused by tourism activities and development (Trang et al. 2019; Wang et al. 2020). Customers in this area are increasingly looking for environmentally responsible items, such as environmentally responsible hotels, restaurants, cruises, airlines, destinations, resorts, and conventions, as well as a willingness to consume sustainably (Chen et al. 2012; Trang et al. 2019; Wang et al. 2018).
Water conservation, towel reuse, energy conservation, purchasing eco-friendly items, using local products, reusing plastic bags, and decreasing food waste at tourist attractions are all topics that have received much attention in the tourism and hospitality industries (Choi et al. 2015; Kiatkawsin and Han 2017; Untaru et al. 2016). Untaru et al. (2016) observed various studies concentrating on the purchasing behaviour of eco-friendly products. Green hotels (Wang et al. 2018) and eco-friendly/sustainable sites are the most popular sustainable tourism industry (Kiatkawsin and Han 2017; Werner et al. 2020). These environmentally friendly products cater to the market’s and visitors’ growing desire to go green. As a result, marketing such environmentally friendly products increases a destination’s competitiveness in tourism and hospitality.
Pro-environmental purchasing by tourists of green services for environmental preservation is a vital form of ecologically sustainable consumer behaviour in tourism and hospitality (Han 2020). The environment influences many purchasing decisions (Jaderná et al. 2019), and complex pro-environmental decision-making procedures result in environmentally appropriate decisions (Joshi and Rahman 2015). Individuals that consume environmentally conscious reduce their environmental impact and thereby assist the environment (Dong et al. 2020; Minton et al. 2018).
According to the reasoned action theory by Fishbein and Ajzen (2011), a person’s behavioural intention is generated by his or her attitude toward the behaviour and subjective norms. In other words, the reasoned action theory acknowledges the significance of attitude and social variables while applying them to the specific behaviour of interest (Meng et al. 2020). As a result, the critical drivers of one’s purpose and behaviour under this theory are one’s attitude toward the behaviour and the subjective standard that governs the action (Ajzen and Kruglanski 2019). The degree to which a particular behaviour is regarded positively or adversely is referred to as one’s attitude toward the behaviour (Ajzen 1991). It occurs due to outcome beliefs and subjective values of expected outcomes (Manosuthi et al. 2020). Outcomes beliefs, also known as behaviour beliefs, are a person’s opinion of the likelihood that a specific activity would result in various outcomes (Manosuthi et al. 2020).
According to recent research, travellers prefer environmentally friendly hotels and are willing to pay more for them (Balaji et al. 2019; Casado-Daz et al. 2020). Many hotels have embraced environmentally friendly ways to respond to their consumers’ pro-environmental ideals. Because of the changing nature of sustainability and awareness of green measures, eco-friendly hotels are increasingly turning to social media to urge passengers to adopt environmentally responsible travel choices (Xu and Pratt 2018).

2.2 Perception of eco-friendly hotel’s recommended ads

According to travellers’ opinions of an eco-friendly hotel’s advertisements, travellers believe that the eco-friendly hotel is committed to sustainability efforts (Merli et al. 2019). As mandated by law, the hotel performs sustainable initiatives to advance the social good beyond the hotel’s interests (Farmaki and Farmakis 2018). Tourism and hospitality service firms have shown varying devotion to sustainability initiatives, such as public declarations of involvement in meaningless activities and genuine efforts delivering positive effects for both company and the environment (Gao et al. 2016). Taking into account travellers’ reactions to the hotel’s commitment to sustainability is a truly socially responsible act, as it can influence the extent to which travellers believe the hotel values environmental concerns and conducts sustainability practices and initiatives for the benefit of both the hotel and society (Coles et al. 2013; Wells et al. 2016).
According to Senecal and Nantel (2004), consumer decisions are influenced by recommendations. Cooke et al. (2002) contend that context, familiarity, and information influence the likelihood of purchasing a suggested product. This study report will feature Ducoffe’s advertising value model as information, entertainment, and credibility (1995, 1996). As a result, hotels must grasp the elements that influence environmentally responsible decisions. Consumer behaviour researchers have discovered that when preferences are elevated, components frequently influence consumers’ preferences for the advertisement’s channel (Lichtenstein and Slovic 2006; Mussweiler and Strack 2000; Tversky and Kahneman 1974). A consumer’s response fluctuates depending on his or her views, according to Fishbein’s (1963) expectancy-value theory. As a result, value is defined as an objective assessment of what a buyer can expect (Pollay and Mittal 1993). Babin et al. (1994) define value as subjective perceptions dependent on external causes.
Perception is how we interpret and organise sensations to gain a meaningful understanding of the world (Lindsay and Norman 1972). This denotes that a consumer has been presented with a circumstance or stimuli. Based on previous experiences, the consumer converts the input into something relevant to him. However, what a buyer thinks or understands may differ from reality. As a result, marketers place a more significant premium on consumers’ impressions than on their knowledge of facts. Significantly, marketers and academics comprehend perception and the models accompanying it to determine what factors influence consumers’ purchase decisions.
The most extensively used hypotheses to describe attitudes toward advertising are Ducoffe’s (1995, 1996), Dao et al. (2014) and the advertising value model (Murillo et al. 2016). It is based on three advertising value antecedents: informativeness, entertainment, and credibility, and it demonstrates a positive association between advertising value and advertising attitudes. Ducoffe’s (1996) idea will be utilised to assess the impact of the three factors of the advertising value model on eco-friendly recommended advertising:

Informativeness
Advertising informativeness is a company’s ability to inform customers about related products or services, allowing them to make quick decisions about the „greatest value“ product (Ducoffe 1996). As a result, customers purposefully analyse hotel advertisements because they are a good source of exchanging information, showcasing personal contacts, and offering additional services (Muntinga et al. 2011). Since the information is naturally viral on social media sites, allowing users to share knowledge and learn from the experiences of others (Logan et al. 2012). Several studies have found that informativeness substantially impacts customers’ perceptions of the value of social media advertising. The greater the information consumers provide about the services, the greater the effect value (Zeng et al. 2009). As a result, recommended eco-friendly hotel advertisements appear to a consumer engaged in the environmental activity, like or share posts that encourage a sustainable environment; therefore, it can be precious to consumers to know about eco-friendly hotels. Thus, the following hypothesis is proposed:
H1: Informativeness positively influences consumers’ perceptions of recommended eco-friendly hotels’ advertising value.

Entertainment
According to Zhou and Bao (2002), advertising entertainment is the pleasure and delight of the advertisement. Consumers utilise social media to find fun and relaxation, and advertising that gives them pleasure and satisfaction can quickly meet their hedonic criteria (Edwards et al. 2002). Consumers are entertained by social media advertising content based on the advertising styles (Muntinga et al. 2011; Zhang and Mao 2016). Moreover, numerous studies have found a favourable association between perceived entertainment and advertising value (Dao et al. 2014). In this context, entertainment-recommended eco-friendly hotel advertising can improve consumers’ perceptions of advertising value. As a result, advertisers strive to produce engaging advertising to increase the impact of their message (Hoffman and Novak 2012). Thus, the following hypothesis is proposed:
H2: Entertainment positively influences consumers’ perceptions of recommended eco-friendly hotels’ advertising value.

Credibility
Advertising credibility refers to the advertisement’s reliability and customer expectations of its fairness (Logan et al. 2012). When comments from social connections are published, the content of an advertisement is regarded to be reputable and trustworthy in the context of social media advertising (Okazaki 2004). Users have higher favourable perceptions of product advertising messages on social media, according to Parise and Guinan (2008). In this environment, social media advertising is increasingly regarded as a reliable source of product information by customers (Mangold and Faulds 2009). In the context of sustainable development, the legitimacy of positively suggested eco-friendly advertising leads to favourable impressions of recommended advertising. As a consequence, the following theory is put forth:
H3: Credibility positively influences consumers’ perceptions of recommended eco-friendly hotels’ advertising value.

2.3 Recommended eco-friendly hotels and attitude toward eco-friendly services

Attitude is a mental state of motivation organised by experience that influences a person’s attitude toward all objects and occurrences (Allport 1935). However, there are no apparent patterns in this area, and there are no causal links between knowledge and attitude or attitude and environmental behaviour (Powell and Ham 2008). Research shows a mismatch between customers’ claimed environmental attitudes and actions (Barber et al. 2012). Environmental perspectives have multiple aspects (Laroche et al. 2001), so the disconnect may be attributable to consumers’ strong opinions about some issues.
Four functions shape attitudes; Knowledge, Value expressive, Utilitarian, and Ego-Defensive (Grewal et al. 2000). The four influences shape attitudes, but one can usually achieve them (Hawkins et al. 2004). In this study, attitude will be treated as a Value expressive function in such a way that it will be shaped by how individuals value the recommended eco-friendly hotel advertising to affect their attitude toward eco-friendly services. Therefore, it is possible to advance that
H4: Recommended eco-friendly hotels positively affect consumers’ attitudes toward eco-friendly services.

2.4 Attitude toward eco-friendly services and the buying behaviour

Users who enjoy online advertising because it is interactive or personalised will develop a positive behavioural response toward it and react positively (Logan et al. 2012; Zeng et al. 2009). Thus, The Theory of Reasoned Action (Fishbein and Ajzen 1980) links the attitude to product buying and the regularity of prior purchases and predicts behaviour. However, there is substantial debate over how a favourable attitude toward a firm or a brand might influence behaviour (Dibb et al. 1991).
Environmental awareness involves having a positive attitude toward the importance of eco-friendly activities (Laroche et al. 2001; Leonidou et al. 2010). This is based on cognitive consistency theory (Festinger 1957), which states that an individual worried about environmental issues is likely to be motivated to mitigate those concerns (Leonidou et al. 2010). Environmental concern and environmentally friendly attitudes are positively related to consumers’ intention to purchase green products (Han et al. 201; Manaktola and Jauhari 2007). Environmentally friendly customers have more excellent intentions to visit a green hotel and do so (Han et al. 2011; Han et al. 2011).
For example, Wang and Sun (2010) emphasised that favourable consumers’ behavioural responses by clicking on the advertisement to get additional information or purchasing the product on social media result from favourable consumer attitudes toward the advertisement (Mir 2012). So, it is possible to advance that favourable attitudes toward eco-friendly services affect unplanned tourist buying.

2.5 Research model and framework

The research model below is suggested in the prior literature review.

Figure 1: Proposed research model
Source: Author

3 Methodology

The current study used a descriptive study design, with data from the study sample collected via a structured questionnaire. This approach is theoretically relevant since it enables the empirical evaluation of actual statistical measurements of theorised hypotheses (Hair et al. 1998). SPSS was used to generate frequency, and Cronbach alpha and SEM were used to test the proposed research model. The following sections will discuss the measurement Scales, sampling techniques, and data collection.

3.1 Measurement scale

For the questionnaire, previously validated scales were adapted from the literature. In addition to validity, the researcher considered the use in previous research, shortness, and generalisability in choosing the scales. The construct measure has been adapted and modified to meet the study environment. A five-point Likert scale was used to assess all constructs. Following that, a pilot research was conducted with marketing scholars and specialists. The measuring scales used in the study are shown in Table 1.

Table 1: Measurement scales
Source: Author

3.2 Sampling techniques

Researchers believe that when people become more conscious of the environmental impact of various economic activities, they will be more likely than other consumers to engage in pro-environmental behaviour (Lee and Moscardo 2005). The target population was determined using convenience sampling; active social media users of all demographics involved in one group or following at least one environmental protection page were chosen. The poll was circulated through various Facebook Groups for sustainable development and personal Facebook and Instagram pages. All respondents responded freely and anonymously.

3.3 Data collection

The poll was held over two months and was released electronically in December 2021. The survey received 950 replies, 800 of which were validated (see Table 2). The majority of the sample (65%) was between the ages of 19 and 28; this implies that the majority of the respondents who engaged in sustainability were between the ages of 19 and 28; as a result, this age group could rely on reaching broad generalisations about this study.

Table 2: Demographic variables
Source: Author

4 Results

The first stage was Cronbach’s coefficient alpha using SPSS, followed by testing the measurement model. A confirmatory factor analysis was conducted to test the research model’s interrelationships.

4.1 Validity and reliability

Cronbach’s alpha coefficient was utilised in the factor analysis to examine the reliability of the 22 key variables. As indicated in Table 3, the standardised item (alpha) for these variables ranged from 0.739 to 0.933 based on the study results. Each factor received an alpha score greater than 0.5, indicating that the internal consistency of all constructs was more significant than the acceptable threshold value of 0.7 (Hair et al. 2006), indicating good reliability of the scale structure.

Table 3: Reliability of instruments
Source: Author

Confirmatory Factorial Analysis (CFA) was used to discover which items fit which constructs and assess the validity of variable constructions. The concept validity results are shown in Table 4. The research shows that the average variance extracted AVEs for all items is greater than the suggested level of 0.50. (Fornell and Larcker 1981), they indicate strong convergent validity. Composite reliability measures internal consistency (Seo et al. 2014); its range is between 0 and 1, in which the higher values, the higher levels of reliability (Hair et al. 2014).
The structural model analysis examined the structural connection between the constructs and the suggested hypotheses. Several goodness-of-fit indices were used and were tested for goodness-of-fit, and the results were then interpreted appropriately. The comparative fit index (CFI), the tucker-lewis index (TLI), chi-square statistics, Normed Fit Index (NFI), the root mean square error of approximation (RMSEA), and the standardised root means square residual (SRMR) (Chen 2007; Karadag 2012; Shook et al. 2004). The overall findings of the goodness-of-fit test in Table 4 show that the model is well-fit.

Table 4: Measurement of the total construct
Source: Author

4.2 Structural model and hypotheses test

Table 4 displays the results of the structural model. Generally, the model fits the data well, with appropriate absolute, incremental, and parsimonious indices.
Based on Table 5 indicators, H1 suggested a positive relationship between informativeness and recommended eco-friendly hotel advertising value supported. Informativeness positively influences consumers’ perceptions of recommended eco-friendly advertising value.
H2 states that entertainment positively influences recommended eco-friendly hotels’ advertising value. This relationship was also statistically significant.
H3 stated that credibility positively influences recommended eco-friendly hotels’ advertising value was significant and supported.
H4 suggested that eco-friendly hotels recommended advertising value positively and significantly influenced consumers’ attitudes toward eco-friendly services was also statistically significant in the study.
Similarly, H5, which advances a positive relationship between attitudes toward eco-friendly services, and consumers’ unplanned buying, was also significant.

Table 5: Hypotheses relationship
Source: Author

5 Discussion

Ethical consumer behaviour, including environmental and human welfare concerns, is becoming increasingly important (Fairtrade International 2013). Many consumer behaviour studies have attempted to comprehend purchasing behaviour (Lim and Yazdanifard 2015). This study adds to our understanding of attitudes toward recommended eco-friendly hotel advertising and its impact on unplanned purchases of eco-friendly services. The study approved that the three key elements of advertising perception, informativeness, entertainment and credibility positively impact consumer value in the context of recommended eco-friendly hotels. Additionally, the attitude toward eco-friendly advertisement hotels impacts the consumer’s unplanned purchase behaviour toward eco-friendly services. The results are consistent with earlier research that found that familiarity and information supplied in advertising influence the likelihood of purchasing a suggested service (Cooke et al. 2002); They suggested that online shopping influences buying behaviour since consumers know how to browse product information in the online context.
In turn, advertising value positively influences consumer attitude toward the recommended eco-friendly ad. However, a good attitude toward eco-friendly services significantly impacts unplanned purchasing behaviour. The findings imply that when customers come across a recommended advertisement on social media, they are more likely to become associated with the product or service. Some studies have looked into the behavioural effects of recommender systems on customer decisions (Adomavicius et al. 2017). The study also included all age groups, demonstrating that buyers between the ages of 19 and 28 are more interested in sustainable environment ads.

5.1 Marketing implications

Regarding implications for practitioners, our findings imply that new tactics for positioning and promoting suggested eco-friendly services or products are needed, including strategies centred on making advertising more informative, credible and entertaining to the consumer. According to Uberwimmer et al. (2021), companies are frequently forced to adapt by their customers, and in order to remain competitive, they must push this change process by utilising digital tools and AI-enabled technologies.
Recommended advertising can be beneficial since it makes consumers feel profoundly understood, objectively or personally. When regarded as social labels, consumer categorisations may assist consumers in satisfying identification objectives (Summers et al. 2016). Furthermore, introduce them to a much-needed new product (Kozinets and Gretzel 2021). Regardless of AI’s ability to foresee and satisfy preferences, consumers may feel exploited in data collecting experiences, owing to a lack of understanding of its working requirements due to Artificial intelligence’s various features. As consumer behaviour becomes more suited to the demands of the behavioural future, they must be educated about the proposed system.

5.2 Limitations and directions for future research

This study has limitations in terms of research design and technique characteristics. To begin, we should mention that we used a convenience sample. Convenience sampling is nonprobability sampling in which persons are chosen because they are readily available data sources for researchers (Battaglia 2008). According to Fink (2003), one of the disadvantages of nonprobability sampling is its weakness in selection biases; as a result, not all suitable respondents may have an equal chance of being picked as a sample. The study only included Facebook and Instagram users involved in sustainable development, which we believe was an important factor in determining our unit of analysis. As a result, additional research is needed to determine the influence of changes in recommendation systems on consumer behaviour.
Furthermore, models in attitude measurement are required to forecast and comprehend purchasing behaviour (Fishbein 1963). They should be applied to various sectors to comprehend social media’s impact on long-term purchasing behaviour.

6 Conclusion

To the best of our knowledge, this was the first study to investigate the association between attitudes regarding eco-friendly hotel advertising, attitudes toward eco-friendly service, and unplanned purchasing behaviour. The key to generating sales for eco-friendly products or services via social media is to influence consumers through immediate satisfaction and good value through information, entertainment, and credibility of the recommended ad. On the other hand, consumers must lower the cognitive and affective costs associated with excessive knowledge and choice through Artificial Intelligence (Chernev et al. 2015), giving them greater control over their data without overloading them with needless advice, and advertising will effectively influence their decision toward buying. The study filled the gap observed in the literature about understanding the relationship between customers’ eco-friendly attitudes and behaviour, particularly hotel purchases and participation in green programmes (Diamantopoulos et al. 2003). As a result, this study proved that eco-friendly hotel ads would significantly impact changing consumer behaviour.

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Kľúčové slová/Key words

advertising, attitude, consumer behavior, eco-friendly hotels, hotel industry, marketing
reklama, postoj, spotrebiteľské správanie, ekologické hotely, hotelový priemysel, marketing

JEL klasifikácia/JEL Classification

M31, M37

Résumé

Zachytávajú sa len spomienky a zanechávajú sa len stopy. Pochopenie vnímania ekologického hotela a nákupného správania turistov
Táto štúdia sa pokúša poskytnúť pohľad na rozhodovanie spotrebiteľov, ktoré je v dnešnom prostredí trvalo udržateľného rozvoja čoraz ťažšie pochopiť a predvídať. Nedostatočná informovanosť o vnímaní a postojoch turistov k ekologickej reklame v hotelierstve môže brániť schopnosti hotelov prilákať kúpnu silu spotrebiteľov a negatívne ovplyvniť očakávanú reakciu spotrebiteľov. Výsledkom je, že tento výskumný článok prispieva k pochopeniu postojov ľudí, k odporúčaným ekologickým reklamám hotelov a ich vplyvu na neplánovaný nákup ekologických zájazdov. Na pochopenie vzťahov skúmaných faktorov sa použila rovnica šrukturálneho modelovania. Zistenia odhalili, že dobré postoje týkajúce sa reklám na ekologicky šetrné hotely ovplyvňujú rozhodovanie spotrebiteľov pri neplánovanom nákupe ekologicky šetrných služieb, na ktoré vplývajú informatívnosť a dôveryhodnosť ako hodnoty vnímané ekologicky šetrnými hotelmi. Tento výskum sa týka turistov, marketérov, manažérov hotelov, propagátorov a zákazníkov.

Recenzované/Reviewed

29. October 2022 / 2. November 2022