The results of the study empirically prove that attitudes, subjective norms, and perceived behavioral control have a significant effect on hotel customer intentions. The study aimed to find the most influential role of the green hotel knowledge, among control, mediating, or moderating variable toward consumer behavioral intention. The finding of this study confirms that the most substantial role of green hotel knowledge as a mediator between attitude, the subjective norm as well as perceived behavioral control, and marketing performance in terms of customer intentions. Managerial implications for emerging market countries such as Indonesia, lack of green hotel knowledge and requires market education from three actors, namely academics, practitioners, and regulators.
Oleh :
Luki Adiati Pratomo
