Psychological Influences that Impact Millennials’ Intentions in Staying at Green Hotels

Naufal, Falah and Mbouw, Esa Theodore (2021) Psychological Influences that Impact Millennials’ Intentions in Staying at Green Hotels. Bachelor thesis, Swiss German University.

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Abstract

The increased number of people traveling is economically encouraging, however bringing tourism to the next level as an industry that supports the management Sustainable Development Goals is challenging. In daily operation, hotels are the most energy consuming sector of the tourism and hospitality industries. Millennials is representing the largest generation to date. According to Bloomberg, with the total of 7.7 billion, this is making up 31.5% of the world’s population. This generation is becoming an important market segment since they have an estimated of $200 billion of spending power. The objective of conducting this study is to run the assessment and to analyze the influence of psychological factors towards millennials’ Behavioral Intentions in staying at green hotels using the Theory of Planned Behavior introduced by Ajzen, 1991. The following are conclusions: 1. Attitude of the millennials influence millennials’ Behavioral Intentions in purchasing green hotels. 2. Subjective Norm believed/held by important people around the millennials has influence millennials’ Behavioral Intentions in purchasing green hotels. 3. Perceived Behavioral Control occurs as limitation of resources and opportunities also influence the millennials’ Behavioral Intentions in purchasing green hotels.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Behavior Intention, Green Hotel, Millennial Generation, Psychological Influences, Theory of Planned Behavior
Subjects: H Social Sciences > HF Commerce > HF5415 Consumer Behavior
H Social Sciences > HM Sociology > HM1176 Social influence. Social pressure
T Technology > TX Home economics > TX901 Hospitality industry
T Technology > TX Home economics > TX911 Hotel management
Divisions: Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User: Faisal Ifzaldi
Date Deposited: 29 Dec 2021 12:57
Last Modified: 29 Dec 2021 12:57
URI: http://repository.sgu.ac.id/id/eprint/2238

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