Factors Influencing Tourists’ Intention to Use Green Hotels in Phuket through Green Digital Marketing
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Abstract
This research article aimed to: (1) examine the levels of attitudes, perceived value of green hotels, green digital marketing, information perception, and perceived behavioral control, as well as the factors influencing tourists’ intention to use green hotels; (2) examine the level of tourists’ intention to use green hotels in Phuket through green digital marketing; and (3) identify the factors influencing tourists’ intention to use green hotels through green digital marketing. The sample consisted of 441 Thai tourists visiting Phuket between June and August 2025, selected through convenience sampling. The research instrument was a questionnaire with a reliability coefficient of 0.95. Data were analyzed using descriptive statistics and stepwise multiple regression analysis.
The findings revealed that: (1) the overall levels of attitudes, perceived value, green digital marketing and information perception, perceived behavioral control, and environmental responsibility were high ( = 4.13, S.D. = 0.68); (2) tourists’ intention to use green hotels through green digital marketing was also at a high level (
= 4.25, S.D. = 0.64); and (3) environmental responsibility had the strongest positive influence on tourists’ intention to use green hotels (Beta = .491, p < .001), followed by perceived behavioral control (Beta = .213, p < .001). In contrast, green digital marketing and information perception had significant negative effects (Beta = –.242, p < .001), while attitudes and perceived value did not have statistically significant effects. The model explained 54.0% of the variance in tourists’ intention to use green hotels. The findings suggest that hotel operators should develop green digital marketing strategies based on transparent and credible communication while reducing barriers to tourists’ decision-making. Strengthening environmental awareness and responsibility may also help promote sustainable intention to use green hotels.
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