Exploring Determinants of Intention to Attend Green Hotel Events
DOI:
https://doi.org/10.55164/ecbajournal.v18i4.284975Keywords:
Signaling Theory, Green Hotel Brand Image, Green Venue Certification, Green Event Perceived Value, Intention to Attend EventsAbstract
This study examines how green hotel brand image and green venue certification influence intentions to attend green hotel events, drawing on Signaling Theory as the main theoretical lens. The study also investigates the mediating role of green event perceived value. Using a quantitative approach, data were collected through an online questionnaire from 332 individuals in Thailand who had previously attended events. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that green venue certification, as a tangible signal, has a stronger positive effect on intention to attend events than green hotel brand image, which serves as an intangible signal. This suggests that consumers rely more on verifiable cues when making attendance decisions. In addition, green event perceived value acts as a partial mediator and emerges as the strongest predictor of intention to attend events. This study extends Signaling Theory in the context of sustainable consumer behavior by showing that credible organizational signals alone may not be sufficient to shape behavioral intention. To strengthen consumers’ intention to attend events, organizations must also communicate value in ways that align with consumers’ self-image and social aspirations.
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