ABSTRACT
Purpose: This study integrates the theory of planned behaviour (TPB) and value-belief-norm (VBN) theory to investigate tourists' intention and behaviour to visit green hotels in Malaysia. Design/methodology/approach: A total of 160 valid questionnaire responses were collected via an online survey. The partial least square–structural equation modelling (PLS-SEM) technique was utilised to assess the study framework and the hypothesised relationship. Findings: The study's results confirmed that tourists' intention to stay at a green hotel is directly influenced by their subjective norms and perceived behavioural control. Besides, the study confirms the insignificant relationship between green trust, personal norms and tourists' stay intention. On the other hand, perceived morals, responsibility, willingness to pay more and perceived consumer effectiveness were significant in explaining the customer's subjective norms, personal norms and perceived behaviour control. Research limitations/implications: The hotel industry may benefit from this empirical outcome to devise effective marketing strategies for retaining their customers, particularly in rejuvenating the impact of the COVID-19 pandemic on the industry. Practical implications: This study provides valuable practical implications for green hotel operators to develop effective strategies to attract tourists to green hotel visits. Originality/value: This study is the first to integrate the extended TPB and VBN theory to understand tourist intention to visit a green hotel. Notably, the extended TPB and VBN theory was practical and helpful in predicting tourist intention to visit a green hotel. © 2022, Muhammad Ashraf Fauzi, Mohd Hafiz Hanafiah and Velan Kunjuraman.
ABSTRACT
Introduction-COVID-19 has come to us as a danger without a cure. Ayurvedic Medicine is seen to have the potential to be an alternative solution in curing COVID-19. Hence, the research aims to empirically investigate the adoption of Ayurvedic Medicine as an alternative cure for COVID-19 among the users and non-users. Methods-The research employed a quantitative research approach using a survey involving adults aged more than 18 years old. A convenient sampling method was chosen for this research. The collected data was analyzed by employing PLS-SEM and PLS-SEM MGA. Results - The results indicated that there is no significant difference between users and non-users of Ayurvedic medicine. All hypotheses formulated investigating Ayurvedic medicine beliefs, attitude, perception, and satisfaction in considering it as a Potential Alternative for COVID-19 were retained. Conclusion - This study has provided new insights in understanding the possibilities of using Ayurvedic medicine in curing COVID-19 and welcoming the medical practitioners of clinical research to identify the technical properties of Ayurvedic Medicine to be considered as an alternative for COVID-19 and many other existing and future diseases. The novelty of this study is two-fold. First, this is a pioneer study attempting to understand the public's view in considering Ayurvedic medicine as an alternative in combating COVID-19. Second, the conceptual model presented in this study to bridge the critical knowledge gap of the Ayurvedic Medicine phenomenon is neither formulated nor tested empirically in previous studies, locally or perhaps globally, therefore stands out as an original incremental contribution in avurvedic medicines perception.