Understanding consumers’ behavioural intention to green hotels in the Guangdong–Hong Kong–Macao Greater Bay Area : a comparison study

Abstract

This study aims to explore customers’ behavioural intention to green hotels and conduct a case study to analyse the development of green hotels in three cities, namely, Hong Kong, Macao and Shenzhen in the Guangdong– Hong Kong–Macao Greater Bay Area. Three hypotheses will be tested in this study. Results show that the behavioural intentions for customers with or without green hotel awareness do not differ. Moreover, no differences exist in behavioural intentions when customers choose a hotel with or without self-help environmental protection measures. Customers with different levels of environmental concerns show different behavioural intention to green hotels. Result also shows that people with higher level of environmental concerns are more willing to choose green hotels, which can satisfy their needs for sustainability. In the case study, in comparison with Hong Kong and Shenzhen, people in Macao hold the highest level of environmental concerns that are more willing to choose green hotels when travelling. The reason is that the Macao government plays an important role in the development of green hotels in Macao, which provides considerable support and guidance to hoteliers and the public. The green hotel is the trend of the development in the hospitality industry. More hotels are suggested to be green and eco-friendly in the future.