Determinants of tourists’ behavioral intentions toward eco-friendly hotels in winter tourism: Evidence from Türkiye

Abstract

Purpose – This study investigates the impact of eco-friendly practices implemented in winter tourism hotels in Türkiye on tourists’ behavioral intentions. It aims to examine how tourists’ perceptions of environmental practices influence accommodation preference, intention to recommend, and willingness to pay more. Methodology/Design/Approach – A quantitative research design was employed, and data were collected through a structured survey from 1,175 tourists staying at three major ski destinations in Türkiye (Uludağ, Kartalkaya, and Palandöken). The proposed model analyzes the effects of perceived eco-friendly practices, environmental attitudes, and environmental awareness on preference, recommendation, and willingness to pay more. The data were analyzed using PLS-SEM. Findings – The findings indicate that the perception of eco-friendly practices is the strongest determinant of tourists’ behavioral intentions, exerting significant positive effects on preference, recommendation intention, and willingness to pay more. Environmental awareness also positively influences all three outcomes, although its effect on willingness to pay more is comparatively weaker. Environmental attitude significantly affects preference and recommendation intention but has no significant impact on willingness to pay more, supporting the attitude–behavior gap. Furthermore, willingness to pay more positively influences preference but does not directly affect recommendation intention. Finally, preference significantly enhances recommendation intention, highlighting its central role in transforming positive evaluations into supportive behavioral responses toward eco-friendly hotels. Originality of the research – By focusing on winter tourism, this study extends green hotel research beyond traditional coastal and urban contexts. The findings highlight the dominant role of observable and credible environmental practices over abstract attitudes, offering a more context-sensitive and integrated understanding of pro-environmental behavior in tourism.