The Influence of Electronic Word-of-Mouth (e-WOM) on the Green Hotel Booking Intentions of Gen-Z Travelers

Several hospitality companies are adopting an ecologically conscious strategy to minimize their adverse environmental effects and promote green consumption. The trajectory of the hotel industry presents unique difficulties associated with intangible characteristics, making it challenging for customers to assess them before consuming. Therefore, E-WOM serves as a source of information for hotel consumers to assess them. This study aimed to fill in the research gap of understanding E-WOM’s influence on green hotel booking intention using the Theory of Planned Behavior model (Attitude, Subjective Norms, and Perceived Behavioral Control), explicitly focusing on the perspective of Indonesian Generation Z. The data used a quantitative approach and was collected using an online questionnaire form with a total of 202 respondents. The data analysis used version 3 of Smart PLS Software. The findings supported that subjective norms and perceived behavioural control in correlation to E-WOM positively influence green hotel booking intentions. Meanwhile, the influence of Attitude on booking intentions showed a negative influence. The result of this study highlights the extent in the factors of e-WOM and behaviors of individuals on the implementation of eco-friendly management practices in hotels.