Guests’ behavioral intention on green practices to selected hotels in Tayabas, Quezon

Johnwel Mike H. Magsino, Christine Mae B. Marcaida, Jay E. Mendoza & John Martin R. Mirano

Volume 1 Issue 4, December 2025

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https://doi.org/10.53378/jhtcr.353302

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Abstract

The study aimed to examine the influence of green practices implemented by selected hotels in Quezon, Philippines on guests' behavioral intentions and to provide data-driven guidance for hotel owners. Using a quantitative-descriptive design with a correlational approach, the research explored the relationship between hotel sustainability initiatives, such as energy consumption, water conservation, waste reduction, and green food practices, and guests’ behavioral intentions, including revisit intention, willingness to pay more, word-of-mouth promotion, and loyalty. A total of 196 respondents were selected via stratified random sampling from 399 guests who had stayed at least one day in three hotels in Tayabas City, Quezon Province. Data were collected using a validated 44-item survey and analyzed with frequency distribution, percentage, weighted mean, Kruskal-Wallis, Mann-Whitney U, and Spearman’s rho correlation. Results revealed that energy-efficient lighting and eco-friendly, locally sourced food were the most noticeable and valued green initiatives. Guests strongly agreed with the hotels’ efforts in energy and water conservation, waste reduction, and sustainable dining. Significant differences were observed in energy consumption based on visit purpose, while other green practices showed no demographic variation. Spearman’s rho indicated a strong positive relationship between green practices and behavioral intentions. The study recommends enhancing visible sustainability efforts to promote guest loyalty, positive word-of-mouth, and willingness to pay more.

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Author information & Contribution

Johnwel Mike H. Magsino. Corresponding author. Bachelor of Science in Hospitality Management, College of Sciences, Technology and Communications, Inc. Email: johnwelmike.magsino@gmail.com

Christine Mae B. Marcaida. Bachelor of Science in Hospitality Management, College of Sciences, Technology and Communications, Inc.

Jay E. Mendoza. Bachelor of Science in Hospitality Management, College of Sciences, Technology and Communications, Inc.

John Martin R. Mirano. Bachelor of Science in Hospitality Management, College of Sciences, Technology and Communications, Inc.

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Cite this article:

Magsino, J.M.H., Marcaida, C.M.B., Mendoza, J.E. & Mirano, J.M.R. (2025). Guests’ behavioral intention on green practices to selected hotels in Tayabas, Quezon. Journal of Hospitality, Tourism & Cultural Research, 1(4), 17-38. https://doi.org/10.53378/jhtcr.353302