Research of the Influencing Factors of Hotel Customers’ Green Behavior Based on the DEMATEL-ISM Model Under the “Dual Carbon” Target

Under the influence of the “dual carbon” strategy, China’s hotel industry has gradually begun to transform into green environmental protection. The research was based on literature and interview research, 13 influencing factors of hotel customers’ green consumption behavior were identified by the Delphi method. The decision laboratory method (DEMATEL) was used to aggregate the 13 forming factors into four-factor gathers: strong cause, weak cause, strong effect, and weak effect. Furthermore, the multilevel hierarchical model of the factors that affect hotel guests’ green consumption habits is adopted to explain the structural model (ISM). To research the elements that influence hotel guests’ green consumption habits and systematically assess the relative relevance of the many influencing factors, it is of great significance for hotels to attract customers to produce green consumption behavior. The results indicate that the green consumption behavior of hotel customers is the outcome of direct factors, intermediate factors and deep factors. Dual carbon strategy, green certification, green fiscal, and corporate green marketing are the primary factors affecting the formation of customers’ green consumption behavior, which should be paid attention to.