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Travelling green: Variables influencing students’ intention to select a green hotel
Kristianstad University, School of Health and Society.
Kristianstad University, School of Health and Society.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problematization: Tourism has a major impact on the environment. However, there is a conflict of interest making it difficult for the hotel business to decrease this impact. On the one hand, there is a pressure for environmentally friendly behaviour from society. On the other hand, the customers want to be pampered during their hotel stay. This makes it necessary to further investigate what influences customers’ intention to select a green hotel. Therefore this thesis examines students’ intention to select a green hotel. Since, it might make it easier for hotels to design and implement strategies to be greener, if they know what is important.

Purpose: The aim with this thesis is to examine how the variables subjective norm, perceived behavioural control, perceived moral obligation and environmental awareness influence students’ intention to select green hotels. The main theory used is the Theory of Planned Behaviour (TPB). However, to make the TPB model fit better to the context green hotels, the variables perceived moral obligation and environmental awareness were added. The reason for adding these variables was because they are closely entwined with each other and is argued in previous research argues they influence environmentally friendly behaviour.

Methodology: This study used an online questionnaire and a small experiment in the questionnaire. The sample consisted of students from Kristianstad University.

Conclusion: The result of this study shows that all the hypotheses were rejected and therefore the null hypotheses are retained. 

Place, publisher, year, edition, pages
2015. , 62 p.
Keyword [en]
The Theory of Planned Behaviour, green hotels, intention to visit, perceived moral obligation, environmental awareness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-14980OAI: oai:DiVA.org:hkr-14980DiVA: diva2:866727
Educational program
Degree of Bachelor of Science in Business and Economics
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2015-11-09 Created: 2015-11-02 Last updated: 2015-11-09Bibliographically approved

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b82ad1787793dc405764b672e7d279b4ade4ebdf2f886eda158cae736e8058377ab540510b85f630fc4139a63b4ddb078f1ea1f49c51b61b259f967520925c9c
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf