Intention to Visit Green Hotel in Malaysia: The Impact of Personal Traits and Marketing Strategy
Zam Zuriyati Mohamad, Tengku Rahimah Tengku Arifin, Azni Suhaily Samsuri, Mai Farhana Mior Badrul Munir

Abstract
This study aims to determine the effect of personal traits and marketing strategy on the intention to visit green hotel. The predictors for personal traits are environmental knowledge, environmental attitude, self image and social influence while the predictors for marketing strategy are price, product, place and promotion. Two theories will be applied in this study to explain the effect of personal traits and marketing strategy on the intention to visit green hotel in Malaysia. The first theory is Theory Reasoned Action and the second theory is Marketing Mix Modeling. The target population for this study is the potential domestic hotel guests in Malaysia and the sample size for this study is 200. Data will be collected by distributing questionnaires to the potential domestic guests at Klang Valley and Penang. Structural Equation Modeling (SEM) will be used to analyse the data collected.

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