Structural Equation Modeling of Green Marketing Strategies, Perceived Integrity in Green Service Innovation, and Its Impact on Bookings for 5-Star Hotels among Thai Customers in Thailand
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Abstract
This research aims to analyze the structural equation model of green marketing strategiesand green service innovation perception to enhance hotel booking intention among Thai tourists in five-star hotels in Thailand. The conceptual framework was developedbased on the works of (Amatulli,et al.,2021; Mercadé Melé et al.,2019). Additional information was gathered from relevant concepts, theories, and research studies to support the framework. The constructs were measured using a questionnaire that was developed and validated for content validity. Data was collected from 400 Thai tourists who had stayed in five-star hotels in Thailand. The questionnaire gathered information on the respondents' demographics, travel behavior, green marketing strategies, green service innovationperception, and hotel booking intention.
The results indicate that the structural equation model effectively incorporates the factorsof green marketing strategies and perceptions of green service innovation, resulting in a significant increase in hotel booking rates. The findings reveal a direct positive influence of green marketingstrategies on booking rates, as well as an indirect positive influence of perceived green innovationon booking rates mediated by the variable of green service innovationperception. Furthermore, the model's suitability is assessed through various statistical analyses, yielding the following results:Comparative Fit Index (CFI) = 0.996, Goodness-of-Fit Index (GFI) = 0.987, Adjusted Goodness-of-FitIndex (AGFI) = 0.950, Root Mean Square Error of Approximation (RMSEA) = 0.038, Normed Fit Index(NFI) = 0.989, Incremental Fit Index (IFI) = 0.999, and Root Mean Square Residual (RMR) = 0.016.
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