Insights on millennial's purchase intention towards green online travel products in Malaysia: the road to recovery

Abdullah, SINW ORCID: https://orcid.org/0000-0001-7249-8512, Teoh, SS, Lim, BJH and Phuah, KT, 2023. Insights on millennial's purchase intention towards green online travel products in Malaysia: the road to recovery. Revista Turismo and Desenvolvimento, 41, pp. 331-348.

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Abstract

The reopening of borders and revitalization of the tourism and hospitality industry has transformed the booking behaviours of travelers significantly. The millennial travelers prefer online travel agencies because of its convenience, but they also crave for more sustainable travel products. This study aims to determine the influences of attitude, subjective norm, perceived price, online review trust, perceived risk, and online experience towards the purchase intention of green online travel products(GOTP) in Malaysia. Responses were elicited from 391 millennials. Using structural equation modelling, the findings confirm that all the factors significantly affected attitude and it mediates their intention. This study gave insights on millennial's green travel preferences and highlights the need for online travel agencies to rethink their strategies.

Item Type:	Journal article
Publication Title:	Revista Turismo and Desenvolvimento
Creators:	Abdullah, S.I.N.W., Teoh, S.S., Lim, B.J.H. and Phuah, K.T.
Publisher:	Universidade de Aveiro, Departamento de Economia, Gestão e Engenharia Industrial
Date:	31 May 2023
Volume:	41
Identifiers:	Number Type 10.34624/rtd.v41i0.30075 DOI 1799344 Other
Rights:	"The journal allows full open access but hasn't adopted the use of creative commons or provided a formalised policy statement on their journal website but they are happy for the author to follow gold open access practices".
Divisions:	Schools > Nottingham Business School
Record created by:	Linda Sullivan
Date Added:	26 Sep 2023 10:06
Last Modified:	26 Sep 2023 10:06
URI:	https://irep.ntu.ac.uk/id/eprint/49813

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