GREEN HOTEL PRACTICES AND INTENTIONS TO STAY: THE MODERATING ROLES OF PERSONAL INNOVATIVENESS AND NATIONALITY

Abstract

This study examined how green hotel practices influence international tourists’ intentions to stay, using the Stimulus-Organism-Response (S-O-R) framework. It also investigated the moderating roles of personal innovativeness and nationality. Data were collected from 539 international tourists who stayed at certified green hotels in Thailand’s Eastern Economic Corridor (EEC). The study employed exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) to validate the green practice dimensions and test the hypothesized relationships. The results revealed four key dimensions of green hotel practices: resource efficiency, energy conservation, water efficiency, and green certifications. All dimensions were found to positively influence perceived value, which, in turn, mediated their effects on green satisfaction and the intention to stay, confirming a cognitive-affective-behavioral pathway. Personal innovativeness was found to significantly moderate the relationship between resource efficiency and perceived value, as well as between water efficiency and perceived value, highlighting the role of innovation orientation in sustainability perceptions. A multi-group analysis showed that nationality (categorized as European vs. Non-European) moderates the relationship between satisfaction and intentions to stay, suggesting that cultural context influences how green satisfaction translates into behavioral intentions. This study advances sustainable hospitality theory by identifying the green practices that have the greatest influences on guest behavior and exploring the boundary conditions that shape their effectiveness. The findings offer practical implications for hotels, advising them to prioritize visible, tangible sustainability practices, adopt differentiated communication strategies based on guest innovativeness, and develop culturally tailored approaches to enhance the impact of green initiatives across international markets.