The mediating role of green attitude on the relationships between green hotel marketing mix and behavioural intention to revisit

Abstract

This study aims to investigate and identify the effect of green hotel marketing mix on the green hotel guest’s attitude and behavioural intention to revisit. This research has been done by conducting the quantitative approach through the survey, where by the questionnaires were distributed to the green hotel guest for gathering data. The population of this study are all the green hotel guest of four green hotels around Jakarta City of Indonesia. The sample of this study is categorised as non-probability sampling and only the green hotel guests who visit are selected as a sample, thus the sampling technique is purposive sampling. There are 238 guests of four green hotels have been fulfil the questionnaires. The result of data collection was analysed by descriptive and inferential statistic and supported by SPSS software for answering the research question to achieve the research objective. Descriptive statistic results stipulate that green hotel price has the highest level of guests’ response than all the elements of the green hotel marketing mix and followed by green hotel product and green hotel place. Whereas green hotel promotion has a moderate level of green hotel guests’ response. Furthermore, green hotel guest’s attitude and behavioural intention to revisit have a high level of guest’s response. Inferential statistic results specify that green hotel price has not significant influence on green hotel guests’ attitude and behavioural intention to revisit. In line with this, green hotel promotion has not significant effect on the green hotel guest’s behavioural intention to revisit. Further, green hotel guest’s attitude has significant influence on the green hotel guest’s behavioural intention to revisit. Finally, this thesis found that green hotel guest’s attitude plays a partial mediating role in the relationship between green hotel marketing mix and green hotel guest’s behavioural intention to revisit.