Reexamination of consumers’ willingness to stay at green hotels: rethinking the role of social identity theory, value-belief-norm theory, and theory of planned behavior
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Abstract
A single theory cannot adequately resolve the research gap exists in green hotel literature concerning consumer attitude and behavior in determining whether social identity theory, value-belief-nor...
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The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.
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