Eco-conscious tourism in India: Investigating the interplay between green hotel practices and traveler decision-making

Abstract

In the face of mounting environmental degradation that imperils global ecosystems, the travel and hospitality sectors are undergoing a profound transformation, driven by the rise of eco-conscious consumers who increasingly prioritize sustainability in their accommodation choices. This study investigates the nuanced relationship between eco-consciousness and tourist behavior, specifically in the context of India’s burgeoning green hotel sector. As global awareness of environmental issues surges, traveler preferences are shifting toward sustainable lodging, necessitating a deeper understanding of the complex factors that shape these choices. Drawing on data from 500 Indian tourists, the study applies Structural Equation Modeling (SEM) to uncover significant positive correlations between eco-conscious values, attitudes toward sustainability, and the intention to opt for eco-friendly accommodations. Key findings indicate that perceptions of convenience and awareness of green practices are critical determinants in shaping tourists’ decision-making processes. Furthermore, the study reveals implications for the hospitality industry, underscoring the need for hotels to elevate their sustainability efforts and strategically communicate their eco-friendly initiatives to resonate with this growing segment of environmentally aware travelers. By aligning marketing strategies with the evolving values of consumers, the study advocates for a deeper integration of sustainability into India’s tourism landscape, positioning it as a driver of responsible, future-oriented growth.