TOURISTS’ BEHAVIORAL INTENTION TO CHOOSE GREEN HOTELS IN UZBEKISTAN: AN EXTENDED THEORY OF PLANNED BEHAVIOR APPROACH
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https://doi.org/10.5281/zenodo.21870109Kalit so‘zlar:
green hotels, theory of planned behavior, sustainable tourism, behavioral intention, environmental awareness.Abstrak
This study examines the factors influencing tourists’ pro-environmental accommodation choices in the context of the rapid development of sustainable tourism, with particular focus on Uzbekistan. The study analyzes the determinants of tourists’ behavioral choice of green hotels in Uzbekistan, an emerging tourism destination that remains relatively under-researched from the perspective of sustainable hospitality. The theoretical framework is based on an extended Theory of Planned Behavior (TPB) model incorporating five constructs: subjective norm (SN), perceived behavioral control (PBC), attitude (ATT), perceived moral obligation (PMO), and environmental awareness (EA). The study employs a quantitative cross-sectional survey conducted among 56 domestic and international tourists visiting Uzbekistan. The results of the Exploratory Factor Analysis (EFA) confirmed a five-factor structure and demonstrated strong construct validity (KMO = 0.822; Bartlett’s test: χ² = 2,336.16; df = 325; p < 0.001), while the reliability of the measurement scale was high, with a Cronbach’s alpha coefficient of 0.888. The empirical findings confirmed all five proposed hypotheses, with attitude (β = 0.41) and environmental awareness (β = 0.38) identified as the strongest factors influencing tourists’ behavioral choice of green hotels. The findings demonstrate that tourists’ positive attitudes toward environmentally responsible accommodation and their level of environmental awareness play a significant role in green hotel selection. The study provides initial empirical evidence on green hotel selection behavior in Uzbekistan, extends the application of the Theory of Planned Behavior within the sustainable hospitality context, and offers practical recommendations for hotel managers and tourism policymakers concerning green marketing, environmentally oriented services, and initiatives aimed at increasing tourists’ environmental awareness.
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