Drivers influencing guests’ intentions to stay at eco-friendly accommodations in the Saudi Arabian hotel market

Abstract

This study investigates the factors influencing hotel guests’ intentions to stay at eco-friendly accommodations in the Saudi Arabian hotel market. Using the Theory of Reasoned Action (TRA) as a theoretical framework, the study explores the relationship of hotel guests’ environmental beliefs, green hotel beliefs, subjective norms, and their intentions to select green hotels. Data was collected using a survey instrument from 373 participants, and statistical analyses including Pearson Correlation tests and Ordinary Least Square (OLS) regression were conducted to examine the research hypotheses. The results reveal a significant correlation between guests’ environmental beliefs, green hotel beliefs, attitudes towards green hotels, and their intentions to stay at eco-friendly accommodations. Subjective norms were also found to play a significant role in influencing guests’ decisions regarding environmentally friendly hotels. Furthermore, the study identifies key green hotel features that influence guests’ preferences and what kind of premium they are willing to pay. Overall, the findings show that people in Saudi Arabian value and support sustainability. They are willing to pay a premium to stay in green hotels. The Saudi government should continue investing in green projects as part of the Saudi 2030 Vision.