Do Women Traveller's Perspective have Impact toward Purchasing Intention on Green Implementation Hospitality Product ?

Abstract

This study aims to analyze the influence of women travelers' perspectives on their purchase intention for hospitality products that implement environmentally friendly practices (green implementation). The population of this study consists of women travelers who have stayed at hotels adopting sustainable practices. The research utilizes a survey method using structured questionnaires distributed online. The sample was selected through purposive sampling, where respondents were chosen based on their experience with sustainable hospitality services. The study adopts the Theory of Planned Behavior to evaluate factors affecting purchase intention, such as attitudes toward green products, subjective norms, and perceived behavioral control. Data analysis was conducted using multiple regression methods to test the relationships between these variables. The findings reveal that women travelers' perspectives on green products significantly influence their purchase intention, with a positive attitude toward green products playing a crucial role. The conclusion of this study highlights the importance of considering women travelers in marketing strategies for eco-friendly hospitality products. Hotels implementing sustainable practices can enhance purchase intention by reinforcing positive perceptions through education and promotional efforts that emphasize the environmental benefits of green initiatives. Thus, the results of this study can serve as a guide for hotel managers in designing more effective marketing policies aligned with the preferences of environmentally conscious women travelers.