Determinants of hotel guests' sustainable behaviours: evidence from an emerging economy

Climate change is a serious global issue associated with environmental and human systems. This study chooses the hotel industry as a
primary focus because it plays a dual role: they may positively affect the environment, social culture, and economy as guests support the
local economy by spending money on things like food and drink, transport, recreational activities, etc. while causing environmental
deterioration by using excessive amounts of chemicals, water, energy, etc. Modifying human behaviour, especially that of hotel guests—is
crucial for managing, resolving, and ensuring environmental sustainability. This study will convey that promoting environmentally friendly
practices in the hotels, such as conservation, recycling, waste reduction, etc., will help hotels become greener and encourage guests to
adopt sustainable consumption behaviour (SCB). Moreover, hotels can be the choice of guests by providing awareness about the
sustainable practices’ hotels adopt.
Thus, this study aims to examine the role of consumer's choice of a hotel's market and non-market (environmental) attributes and
consumer characteristics that lead to their engagement in sustainable practices in a hotel. This research will use a mixed-method
approach with an explanatory sequential design by conducting interviews for qualitative study and an e-questionnaire to gather data
about the choices of hotels. The data will be analysed using qualitative content analysis, multinomial logit, and structured equation
models. Furthermore, this research offers practical insights and a roadmap for hotels to convey climate conservation strategies that don't
cost extra or affect guests' comfort.