Main Article Content
This research aimed to study the effects of the green hotel image on consumers’ online word-of-mouth intention. 200 participants in the sample group were intending to use, were familiar with, or had experience using eco-friendly hotel services. The research instrument was a questionnaire utilizing simple random sampling. Data were collected to test the validity of factor analysis and to test the reliability of each variable using the coefficient alpha. The data were analyzed through statistical methods including frequency and percentage. The hypothesis was tested by using simple and multiple regression analysis. The results found that green images were a factor that positively affected satisfaction with eco-friendly hotels. This satisfaction was the most influential factor that positively affected trust in eco-friendly hotels, followed by the green images respectively. Moreover, the satisfaction in an eco-friendly hotel was the most influential factor that positively affected consumers’ online word-of-mouth intention, followed by trust in eco-friendly hotels respectively. The results of the research model could explain the consumers’ online word-of-mouth intention at 64.20 (R2 = 0.642). The implications of this study reveal the importance of understanding the factors that affect consumers’ online word-of-mouth intention. The study recommends that hotel business entrepreneurs focus on eco-friendly hotel policies to increase consumers’ online word-of-mouth intention.
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