...Belinda Chiedza Senooane; Njabulo Happy-Boy Mkhize Purpose This study aims to develop and test a model for predicting guests’ intention to visit green hotels by extending the theory of planned behaviour (TPB) to include spirituality, moral norms and habit. Design/methodology/approach Data were...

... green practices might encourage travellers to book green accommodations. Originality/value This study advances theory building in environmental communication. Subsequently, hoteliers might enhance their marketing strategies to publicise their pro-environmental programs. Green hotels Intervention...