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Eco-Tourism and Sustainable Development

The Impact of Green Perceived Risk on Hotel Visit Intention: The Mediating Roles of Green Trust and Environmental Motivation

DOI:

https://doi.org/10.63385/etsd.v2i2.100884

Keywords:

Green Perceived Risk,Green Trust,Environment Motivation,Hotel Visit Intention,Central Java

Abstract

In the contemporary technological revolution era, this research develops an innovative conceptual model to enhance hotel visit intention through comprehensive sustainability frameworks integrated with social entrepreneurship strategies and green initiatives. The study addresses the critical research gap between green perceived risk and hotel visit intention by introducing green trust and environmental motivation as pivotal mediating mechanisms that represent practical implementations of eco-consciousness principles. Employing quantitative research methodology, structured questionnaires were distributed to 350 respondents who visited hotels throughout Central Java province, with data analysis conducted using AMOS 25 structural equation modeling software to ensure rigorous statistical validation. The empirical findings demonstrate comprehensive support for all proposed hypotheses, indicating strong relationships among the investigated constructs, where theoretical contributions extend signal theory and triple bottom line theory applications within sustainable hospitality management contexts, providing deeper understanding of consumer decision-making processes regarding environmentally conscious accommodation choices. This study generates significant managerial implications for hospitality practitioners seeking to enhance hotel visit intention through sustainable practices and green marketing strategies, while contributing original insights to academic literature on sustainable tourism behavior that strengthen existing theoretical foundations and provide comprehensive understanding of the theoretical mechanisms driving hotel visit intention among environmentally conscious consumer segments, thereby advancing both academic knowledge and practical applications in sustainable hospitality management.

References


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    Copyright (c) Copyright © 2026 Sukrisno , Pranoto , Haniek Listyorini, Idah Kusuma Dewi, Gana Wuntu, Septa Intiar, Sapto Supriyanto, Umar Abdul Jabbar

    Creative Commons License

    This work is licensed under a Creative Commons Attribution 4.0 International License.

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