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All Journal Journal of Tourism, Culinary, and Entrepreneurship (JTCE)
Philip Pong Weng Wong
Sunway University
Economics, Econometrics & Finance Social Sciences

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CONSUMER MOTIVATIONS, ATTITUDE AND BEHAVIORAL INTENTION TOWARD GREEN HOTEL SELECTION Lei Wang; Zi-Xu Wang; Philip Pong Weng Wong; Qi Zhang
Bahasa Indonesia Vol 1 No 2 (2021): OCTOBER 2021
Publisher : School of Tourism, Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jtce.v1i2.2081

Abstract

Most prior studies have investigated the relationship between green purchase attitude and behaviorbased on the Theory of Planned Behavior (TPB). However, TPB is a behavioral theory based on acausal process, and thus ignores consumers’ motivational aspects. The purpose of this study is toexamine consumers’ motivational variables, in which monetary, convenience (location), hedonic andvirtual motivation (social media) influence consumers’ intentions to visit green hotels based ongenerational characteristics. A survey questionnaire was developed where a total of 775 questionnaireswere ultimately collected followed by subsequent empirical testing of the postulated hypotheses usingSPSS and Structural Equation Modelling. The results suggest monetary and virtual motivation positivelyinfluence green purchase attitude (GPA) respectively, while convenience negatively influence GPA.GPA displays a positive influence on green purchase intention (GPI) while hedonic motivation plays norole in this study. In addition, statistically significant differences in monetary, convenience, hedonic,virtual motivation and GPI were observed between generations of consumers towards green hotelselection. The theoretical and practical implications of the results were highlighted, including limitationsof the research. Lastly, this study addressed the relationship between motivational traits and behavioralintention in the hospitality and tourism field, and its results will provide useful information for greenhotels’ stakeholders.
Developing a star rating system for guesthouses to promote budget tourism in the Maldives: An exploratory study Philip Pong Weng Wong; Uzain Mohamed
Bahasa Indonesia Vol 2 No 1 (2022): APRIL 2022
Publisher : School of Tourism, Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jtce.v2i1.2218

Abstract

The Maldives is a Small-Island Developing State (SIDS) in the Indian Ocean and is a destination synonymous with luxury tropical tourism. Due to its strong competitive advantage in terms of its natural attractions (sun, sea, and sand), Maldives has become one of the most expensive tropical island tourism destination in the world. However, the majority of the benefactors of the Maldivian tourism industry are the large, international hotel chains and franchises while the average Maldivian is not getting a fair share of the tourism receipts. To ensure that tourism revenue are more evenly distributed, the Maldivian government encouraged the setting up of guesthouses as a small-medium enterprise initiative that would help the local economy. However, statistics show that while there are more guesthouses than resorts in Maldives, the average occupancy in guesthouses is much lower than the luxury resorts. This study aims to explore the feasibility of introducing a star-rating system for the burgeoning guesthouse industry in the Maldives to improve the quality and image of their product offerings so that the business potential of this tourist accommodation sector can be realized. Results from semi-structured interviews with guesthouses’ owners, visitors, industry professionals and government officials shows that most stakeholders are favor of a quality control system for the guesthouses and it is recommended that a star-rating system based on the SERVQUAL model be introduced as a suitable method for evaluating their service quality.
Co-Authors Lei Wang Qi Zhang Uzain Mohamed Zi-Xu Wang