Title: Going green on the go: are Indian travellers ready to embrace travel responsibilities?

Authors: Supernova Chakraborty; Vishal Soodan; Shantanu Saha

Addresses: Jagan Institute of Management Studies, Plot No. IP 2 & 3, Phase -IV, Sitapura Industrial Area, Jaipur, Rajasthan, India ' CMS Business School, Jain (Deemed to be University), 17, Seshadri Rd., Gandhi Nagar, Bengaluru, Karnataka, India ' PSIT College of Higher Education, Kanpur-Delhi G.T. Road, Kanpur, Uttar Pradesh, India

Abstract: The objective of this study is to gauge variables influencing the intention of Indian travellers towards selection of a green hotel. For the purpose, 202 respondents were considered for the research through snowball sampling. Data were analysed using SPSS AMOS to assess the strength of relationship between variables. The findings described that all the factors incorporated in the model endorse the intention of Indian consumers/travellers towards the acceptability of the green hotels while they travel. The study has advocated the addition of new factors in the TPB model and proves that travellers are ready to adopt green hotels during their travel. This research has implications for the hospitality industry in improving its efficiency and effectiveness towards quality service delivery.

Keywords: green practice; green tourism; hotel; intention; service; planned behaviour.

DOI: 10.1504/IJMP.2022.126534

International Journal of Management Practice, 2022 Vol.15 No.6, pp.731 - 747

Received: 17 Mar 2021
Accepted: 16 Jun 2021
Published online: 28 Oct 2022 *

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