Are Hotels Prepared for the Environmental Consumer?

The purpose of this study was to evaluate a consumer's intention to stay in a hotel based on the environmental strategies used by that hotel. Consumer's intention was measured using an adapted version of Hines' model of environmental beha vior. Knowledge, attitudes and perceived self-efficacy were the variables used to predict consumers' intentions to purchase a night's stay in a hotel. The multivariate test of significance revealed that each variable had a positive relationship to intention to purchase. The research findings suggest that a hotel implementing environmental strategies can increase business for that hotel.