Exploring the Online Hotel Reviews on Travelers’ Green Psychological Cognition

Authors

  • Chung-Ming Chuang Department of Leisure Management, National Pingtung University, Pingtung city, Taiwan https://orcid.org/0000-0002-6076-8316
  • Yu-Chen Yeh Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung city, Taiwan and Department of Food and Beverage Management, Overseas Chinese University, Taichung city, Taiwan
  • Teng-Yuan Hsiao Department of Leisure and Recreation Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung city, Taiwan https://orcid.org/0000-0001-9018-8809
  • Jyun-Yan Wu Department of Tourism and Leisure, National Penghu University of Science and Technology, Penghu County, Taiwan https://orcid.org/0000-0002-8722-102X

DOI:

https://doi.org/10.29036/jots.v15i28.607

Abstract

Green hotels prioritize safety, health, and environmental sustainability, promoting eco-conscious practices in operations. As for green hotel operators, affecting travelers’ cognitive reactions to environmentally friendly practices and, ultimately, their booking intentions is important, especially since the impact of online hotel reviews on consumer behavior is significant. Therefore, the purposes of this study are to establish a measurement of online hotel reviews corresponding to source credibility and review characteristics for green hotels as well as to explore how green online hotel reviews relate to travelers’ green psychological cognition and influence their green hotel booking intentions based on a cognitive model and a knowledge-attitude-behavior model. The study design is a two-phase quantitative survey in the Penghu area, Taiwan, and investigates online hotel reviews with green issues that consider the perspectives of source attributes and content characteristics. This study distributed questionnaires for the first and second phases, which yielded 350 and 568 responses, respectively. A structural equation model (SEM) is used to examine the hypothesized relationships between source credibility, review characteristics, conformity, green perceived value and online green hotel booking intention. The results revealed that the source credibility and review characteristics represent valuable information to persuade travelers about choosing green hotels. Both conformity and green perceived value play important roles as mediators. This study also extends the current knowledge on the cognitive model and the knowledge-attitude-behavior model. A new path vision thus emerges to fill existing gaps in the literature.

Downloads

Download data is not yet available.

Author Biographies

Chung-Ming Chuang , Department of Leisure Management, National Pingtung University, Pingtung city, Taiwan

Chung-Ming Chuang, Assistant Professor

ORCID ID: https://orcid.org/0000-0002-6076-8316

Affiliation: Department of Leisure Management, National Pingtung University, No.4-18, Minsheng Rd., Pingtung City, Pingtung County 900391, Taiwan (R.O.C.), https://eng.nptu.edu.tw/

Email: cmchuang@mail.nptu.edu.tw

Chung-Ming Chuang is an Assistant Professor at the Department of Leisure Management at National Pingtung University, Taiwan. His current research interests are smart tourism, sustainable tourism, low-carbon tourism, and lodging management. He is also very interested in the use of experiment design and partial least squares structural equation modeling as research techniques.

Yu-Chen Yeh, Graduate Institute of Tourism Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung city, Taiwan and Department of Food and Beverage Management, Overseas Chinese University, Taichung city, Taiwan

Yu-Chen Yeh,  Ph.D. Candidate/Assistant Professor (Corresponding Author)

ORCID ID: https://orcid.org/0000-0002-6656-332X

Affiliation: National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City, Taiwan (R.O.C.), https://www.nkuht.edu.tw/index.php?Lang=zh-tw

Department of Food and Beverage Management, Overseas Chinese University, No.100, Chiao Kwang Rd., Taichung City, 40721, Taiwan (R.O.C), https://www.ocu.edu.tw/

Email: teresa01@ocu.edu.tw

Yu-Chen Yeh is an Assistant Professor at Overseas Chinese University, Department of Food and Beverage Management, and a Ph.D. candidate at the National Kaohsiung University of Hospitality and Tourism. Her research on Tourism Management and Tourism Human Resource Management has been published in journals.

Teng-Yuan Hsiao, Department of Leisure and Recreation Management, National Kaohsiung University of Hospitality and Tourism, Kaohsiung city, Taiwan

Teng-Yuan Hsiao, Professor

ORCID ID: https://orcid.org/0000-0001-9018-8809

Affiliation: Department of Leisure and Recreation Management, National Kaohsiung University of Hospitality and Tourism, No.1, Songhe Rd., Xiaogang Dist., Kaohsiung City, Taiwan (R.O.C.), https://www.nkuht.edu.tw/index.php?Lang=zh-tw

Email: tyhsiao@mail.nkuht.edu.tw

Professor Teng-Yuan Hsiao is presently a Professor at the Department of Leisure and Recreation Management at the National Kaohsiung University of Hospitality and Tourism in Kaohsiung City, Taiwan. His research focuses on recreational environment resources planning and management, recreational farm business management, bed and breakfast development, and low-carbon tourism. He has published in Anatolia: An International Journal of Tourism and Hospitality Research, Asia Pacific Journal of Tourism Research, Current Issues in Tourism, International Journal of Hospitality Management, Journal of Cleaner Production, Journal of Sustainable Tourism, Journal of Tourism and Cultural Change and Tourism Management.

Jyun-Yan Wu, Department of Tourism and Leisure, National Penghu University of Science and Technology, Penghu County, Taiwan

Jyun-Yan Wu, Postgraduate Student

ORCID ID: https://orcid.org/0000-0002-8722-102X

Affiliation: Department of Tourism and Leisure, National Penghu University of Science and Technology, No.300, Liuhe Rd., Magong City, Penghu County 880011, Taiwan (R.O.C.), https://www.npu.edu.tw/eng/latestevent/index.aspx?Parser=9,20,89

Email: gtfr3234955@gmail.com

Jyun-Yan Wu is a postgraduate student at the National Penghu University of Science and Technology.

Downloads

Published

2024-06-14

How to Cite

Chuang , C.-M., Yeh, Y.-C., Hsiao, T.-Y. ., & Wu, J.-Y. (2024). Exploring the Online Hotel Reviews on Travelers’ Green Psychological Cognition. Journal of Tourism and Services, 15(28), 116–142. https://doi.org/10.29036/jots.v15i28.607

Issue

Vol. 15 No. 28 (2024): Journal of Tourism and Services

Section

Scientific Papers

License

Copyright (c) 2024 Journal of Tourism and Services

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Journal of Tourism and Services (ISSN 1804-5650) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:

  • University College of Business in Prague, Czech Republic
  • University of Entrepreneurship and Law, Prague, Czech Republic
  • School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
  • Faculty of Operation and Economics of Transport and Communications, University of Zilina, Slovakia

The publisher provides free access policy to the Journal of Tourism and Services.