The Effect of Environmental Passion Perceptions on Green Behavior Tendency of Hotel Business Employees: The Moderating Role of Tourism Education

Abstract

Purpose – This study has been conducted to determine the impact of environmental passion perceptions of employees who work in hotel businesses on their green behavior tendencies. In addition to this purpose, the moderator role of tourism education has been investigated and the differences of green behavior tendencies according to demographic characteristics have been examined.
Design/methodology/approach – The research was completed using quantitative method. Research analyzes were carried out with 437 questionnaires obtained from hotel employees. Simple linear regression, t and ANOVA tests were used for research analysis. In addition, Process Macro was used to determine the moderating effect.
Findings – Research findings show that environmental passion has a significant effect on the tendency towards green behavior. In addition, tourism education plays a moderating role in this effect. Green behavior tendencies differ according to demographic characteristics.
Discussion – The findings show that there is a strong relationship between environmental passion and green behavior tendency. This effect is especially important in the tourism sector, which has many negative environmental impacts. Hospitality businesses should develop strategies that support employees' environmental awareness.