Abstract:
This study elaborates the application of the Theory of Planned Behavior(TPB) to predict the
Consumers' Intention to green hotel choice in Yangon, Myanmar. Nowadays, the hospitality
industry deals with the challenge of its negative effects on the natural environment, which need
to be controlled with eco-friendly manners. The green awareness and responsibility of both
hoteliers and visitors are becoming crucial as well as consumers’ intention to green hotel choice
is also considered important. As Myanmar is in its early stage in green hotel awareness, it is
crucial to investigate the consumers’ purchase intention of a green hotel. This will contribute to
the Sustainability of the future of Myanmar Tourism Industry. As there is no such study in the
Myanmar context to date, this study will fill the gap of predicting consumers’ green hotel choice.
According to the previous studies, The Theory of Planned Behavior has approved significant
results in predicting the consumers’ intention of green hotels choice in many kinds of research.
As the research sample, the citizens of Yangon, the formal capital and current gateway to
Myanmar, were chosen. The findings may help in measuring the Yangon residents' level of green
awareness, and their behavioural intention of green hotel choice. A set of questionnaires was
produced, based on the antecedents TPB, Attitudes, Subjective Norms, and Perceived Behavioral
Control, and Environmental Concerns is also included in the study. Online survey with simple
random sampling method was used to collect the data, and out of 451 responses, 398 valid forms
had been collected to analyze. Data analysis was done with frequency analysis, correlation
analysis, and multiple regression analysis. The findings recover that the residents of Yangon will
be more willing to choose hotels which are environmentally favoured, in future, and the TPB
was found to be valid in the target audience, Yangon residents. The findings of this research will
contribute to the sustainability of the future of the tourism industry in Myanmar |
