Perception of environmental strategies in hotels and the influence towards future behavior intention: Locals’ perspective in Malaysia - Theory and Practice in Hospitality and Tourism Research - page 347

crucial for hoteliers to understand that the strategy
implemented must not be viewed as a cost saving
approach benefiting the organization. Interest-
ingly, respondents were unaffected by eco-friendly
guestroom design. They were willing to tolerate
reuse, recycle and other environmental campaigns
in addition to green gadgets implementation
positively.
From the correlation perspective, there was
an overall significant relationship between hotel
environmental strategies and guests' future behav-
ior intention. This result is identical with finding
from previous study by Manaktola and Jauhari
(2007) that analyzed guests' attitude and behav-
ioral intention towards environmental practices in
hotels. Within the same research, respondents also
revealed that they were less willing to spend more
for environmental initiatives despite their positive
attitude manifestation. Again, this is similar with
current findings; low mean score was achieved
for respondents' willingness to spend for environ-
mental initiatives in hotel. It is also worth to men-
tion about finding from similar study by Lee Hsu,
Han, and Kim (2010) that test the correlation of
identical variables. Their study revealed that the
value and quality of environmental attributes will
enhance the overall image of a hotel thus contribute
to the positive guest future behavior. Based from
the above contemplation, it is vital for hoteliers to
understand and assess guests' perception toward
existing environmental strategies in use; so uncon-
vincing strategies may be improved to encourage
guests' positive behavioral intention.

Chen, A. & Peng, N. (2012). Green hotel knowledge and
tourists' staying behavior. Annals of Tourism Research,
39 (4), 2211-2216.
El Dief, M. & Font, X. (2012). Determinants of Environ-
mental Management in the Red Sea Hotels Personal
and Organizational Values and Contextual Variables.
Journal of Hospitality & Tourism Research, 36 (1),
115-137.
Ferguson, R.J., Paulin, M. & Bergeron, J. (2010). Cus-
tomer sociability and the total service experience:
Antecedents of positive word-of-mouth intentions.
Journal of Service Management, 21 (1), 25-44.
Godes, D. (2013). Product policy in markets with
word-of-mouth communication. Available at SSRN
2275617 .
Ha, J. & Jang, S. (2010). Perceived values, satisfaction,
and behavioral intentions: The role of familiarity in
Korean restaurants. International Journal of Hospital-
ity Management, 29 (1), 2-13.
Kasimu, A., Zaiton, S. & Hassan, H. (2012). Hotels
involvement in sustainable tourism practices in Klang
Valley, Malaysia.
Keller, E. (2007). Unleashing the power of word of
mouth: Creating brand advocacy to drive growth.
Journal of Advertising Research, 47 (4), 448.
Lee, J.-S., Hsu, L.-T., Han, H. & Kim, Y. (2010). Under-
standing how consumers view green hotels: How a
hotel's green image can influence behavioural inten-
tions. Journal of Sustainable Tourism, 18 (7), 901-914.
Manaktola, K. & Jauhari, V. (2007). Exploring consumer
attitude and behaviour towards green practices in
the lodging industry in India. International Journal
of Contemporary Hospitality Management, 19 (5),
364-377.
Marriott International. (2007). Marriott helps “Clean up
the world”, from World Wide Web http://www.mar-
riott.com/news/detail.mi?arrArticle

160342
Molina-Azorín, J.F., Claver-Cortés, E., Pereira-Moliner,
J. & Tarí, J.J. (2009). Environmental practices and firm
performance: An empirical analysis in the Spanish
hotel industry. Journal of Cleaner Production, 17 (5),
516-524.
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1985).
A conceptual model of service quality and its implica-
tions for future research. Journal of marketing, 49 (4),
41-50.
Park, J. (2009). The relationship between top managers
'environmental attitudes and environmental management
in hotel companies. Doctoral dissertation, Virginia Pol-
ytechnic Institute and State University. Retrieved from
http://scholar.google.com.my/scholar?hl

=

ACKNOWLEDGEMENTS

This research is funded by Universiti Teknologi
MARA through Research Intensive Faculty Grant
600-RMI DANA 5/3/RIF (105/2012).

REFERENCES

Abdul Aziz, A., Saiful Bakhtiar, M.F., Che Ahmat,
N.H., Kamaruddin, M.S.Y. & Ahmad, N.A. (2012).
The usage of ICT applications in 5 star hotels in
Kuala Lumpur, Malaysia. In A. Zainal, S.M. Radzi,
R. Hashim, C.Thamby Chik & R. Abu (Eds.), Current
Issues in Hospitality and Tourism Research and Inno-
vations: Proceedings Conference of the International
Hospitality and Tourism Conference ( IHTC 2012 ) ,
Kuala Lumpur, Malaysia, 3-5 Sept 2012 ( pp 231-235 ).
London: Taylor & Francis Group.
Brodsky, S. (2005). Water conservation crucial to energy
savings. Hotel & Motel Management, 220 (13), 12.
Buttle, F.A. (1998). Word of mouth: Understanding and
managing referral marketing. Journal of strategic mar-
keting, 6 (3), 241-254.

= en&as_sdt =−

0,5&q = The + Relationship + between + To p + Managers%

E2%80%99 + environmental + Attitudes + and + Environ

Companies
Rise, J., Sheeran, P. & Hukkelberg, S. (2010). The role
of self-identity in the theory of planned behavior: A
meta-analysis. Journal of Applied Social Psychology,
40 (5), 1085-1105.
Saiful Bakhtiar, M.F., Mohd Zahari, M.S., Azhar, A.R. &
Kamaruddin, M.S.Y. (2012). Hypermarket fresh
foods' at-tributes towards customer satisfaction. In A.
Zainal, S.M. Radzi, R. Hashim, C.Thamby Chik & R.
Abu (Eds.), Current Issues in Hospitality and Tourism
Research and Innovations: Proceedings Conference of

mental + Management + in + Hotel +