PENGARUH PERCEIVED ENVIRONMENTAL KNOWLEDGE DAN ENVIRONMENTAL CONCERN TERHADAP NIAT KUNJUNGAN PELANGGAN DI HOTEL MERCURE GRAND MIRAMA SURABAYA
DOI:
https://doi.org/10.35794/jmbi.v11i3.59198Abstrak
Abstrak : Penelitian ini bertujuan untuk menganalisis pengaruh perceived green knowledge dan environmental concern terhadap green hotel visit intention, khususnya pada Hotel Mercure Grand Mirama Surabaya. Hasil penelitian menunjukkan bahwa pengetahuan tentang isu-isu lingkungan berpengaruh signifikan terhadap niat pelanggan untuk menginap di hotel yang menerapkan praktik ramah lingkungan. Selain itu, kepedulian terhadap lingkungan juga terbukti mempengaruhi niat kunjungan ke green hotel. Green trust berperan sebagai mediator dalam hubungan ini. Penelitian ini memberikan rekomendasi bagi industri perhotelan untuk memperkuat citra sebagai hotel ramah lingkungan dengan mengedukasi pelanggan dan transparan dalam praktik keberlanjutan yang diterapkan.
Kata Kunci: Perceived Green Knowledge, Environmental Concern, Green Trust, Green Hotel Visit Intention, Sustainable Tourism.
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