THE INFLUENCE OF PERSONALITY TRAITS ON TOURISTS' INTENTION TO VISIT GREEN HOTEL IN QATAR: THE ROLE OF ATTITUDE AND PERCEIVED VALUE

Abstract

Green hotels industry is blooming, and growth rate is promising. Perception of tourists is critical for green hotels usage. However, the impact of personality traits and behavioral factors has received limited attention in the context of emerging economies. This study aims to examine the effect of personality traits and variables of theory of planned behavior (TPB) on intention to visit green hotels in Qatar. Based on personality traits and TPB, the study proposes that conscientiousness, extraversion, neuroticism as well as attitude and subjective norms will have a direct effect on intention to visit green hotels. Attitude is proposed as a mediating variable while perceived value is proposed as a moderating variable. The data was collected from tourists in Qatar. Smart Partial Least Square was deployed. The findings showed that conscientiousness, extraversion, attitude, and subjective norms have significant effects on intention to visit green hotels. Attitude only mediated the effect of extraversion on intention to visit green hotels while perceived value did not moderate the effect of attitude on intention to visit green hotels. Decision makers are advised to increase the awareness and to establish clear practices and procedures of green hotels.