The Impact of Consumption Values Towards Intention to Visit Green Hotel

Tourism is currently heading towards sustainable tourism because this sector has detrimental environmental consequences. Many resources, including water, energy and waste disposal, are consumed and generated by the hotel industry. Therefore, the environmentally friendly services in hotel industry are important. The purpose of this paper is to review past study on the impact of the consumption values towards intentions to visit green hotel in Malaysia. A multidimensional measure of consumption values is used to determine which values of consumption are valued by domestic and international tourists. The theory of consumption values such as functional value, conditional value, social value, emotional value and epistemic value in this study is expelled to have impact on intention to visit green hotel in Malaysia. The findings indicate that emotional value and social value have a positive impact on the purpose of visiting a green hotel. Meanwhile, functional value, conditional value and epistemic value show that there is no positive relationship towards the intention to visit green hotel in Malaysia. A survey on 320 tourists in Malaysia has been conducted by using offline questionnaires. This study seeks to contribute to the literature on the intention of tourists to visit the green hotel by identifying factors that affect consumption values.