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Green hotel brands in Malaysia: perceived value, cost, anticipated emotion, and revisit intention

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  • Jiseon Ahn
  • Jookyung Kwon

Abstract

Although in recent years, green practices have received considerable interest in the tourism and hospitality industry, there is a lack of studies that explore the determinants of customers’ positive behaviour. Thus, this study aims to understand the mechanism of how customers for attitudinal loyalty towards the green hotel. Specifically, based on the cognitive–affective–conative framework, the proposed model examines the link between cognitive evaluation (i.e. perceived cost and value), affective responses (i.e. positive/negative anticipated emotion and attitude), and conative sense (e.g. behavioural intention). Findings support the relative impact of customers’ perceived value and benefits on positive and negative anticipated emotion. Also, results also provide an understanding of important antecedents in creating customers’ attitude behavioural intentions towards green hotel brands. Thus, this study fills the research gap by examining the formation mechanism of customers’ attitudinal loyalty in the green hotel setting.

Suggested Citation

  • Jiseon Ahn & Jookyung Kwon, 2020. "Green hotel brands in Malaysia: perceived value, cost, anticipated emotion, and revisit intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(12), pages 1559-1574, June.
    • Handle: RePEc:taf:rcitxx:v:23:y:2020:i:12:p:1559-1574
    DOI: 10.1080/13683500.2019.1646715
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    Cited by:

    1. Yuen, Kum Fai & Chua, Jie Ying & Li, Xue & Wang, Xueqin, 2023. "The determinants of users’ intention to adopt telehealth: Health belief, perceived value and self-determination perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Li, Ying & Wen, Ting, 2024. "Psychological mechanism of forest-based wellness tourism decision-making during the prevention and control of COVID-19," Forest Policy and Economics, Elsevier, vol. 160(C).
    3. Habib, Muhammad Danish & Kaur, Puneet & Sharma, Veenu & Talwar, Shalini, 2023. "Analyzing the food waste reduction intentions of UK households. A Value-Attitude-Behavior (VAB) theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Manchanda, Parul & Arora, Nupur & Nazir, Owais & Islam, Jamid Ul, 2023. "Cultivating sustainability consciousness through mindfulness: An application of theory of mindful-consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Anita Maulina & Iwan Sukoco & Bambang Hermanto & Nenden Kostini, 2023. "Tourists’ Revisit Intention and Electronic Word-of-Mouth at Adaptive Reuse Building in Batavia Jakarta Heritage," Sustainability, MDPI, vol. 15(19), pages 1-23, September.

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