Revisiting the Energy-Saving Behavior of Hotel Guests: An Integrated Model of TPB and NAM in Vietnam

Hoang Van Hao, Phuong Mai Nguyen (), Huong-Linh Le, Thi-Hoang-Yen Tran and Lan Huong Vu
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Hoang Van Hao: Faculty of Business Administration and Tourism, Electric Power University, Hanoi 100000, Vietnam
Phuong Mai Nguyen: International School, Vietnam National Univesity Hanoi, Hanoi 100000, Vietnam
Huong-Linh Le: International School, Vietnam National Univesity Hanoi, Hanoi 100000, Vietnam
Thi-Hoang-Yen Tran: International School, Vietnam National Univesity Hanoi, Hanoi 100000, Vietnam
Lan Huong Vu: Faculty of Hospitality and Tourism, Thuongmai University, Hanoi 100000, Vietnam

Tourism and Hospitality, 2025, vol. 6, issue 2, 1-15

Abstract: This paper explores the energy-saving behavior of hotel guests in the Vietnamese context. We adapted the theory of planned behavior (TPB) and the norm activation model (NAM) to develop a research model with six determinants of energy-saving intention and behavior. A self-administered online survey was implemented to collect data from hotel guests in Hanoi and Quang Ninh provinces. After 4 months, we received 253 valid responses for further analysis. SmartPLS 4.0 software was employed for structured equation model testing. Our findings showed that TPB variables and NAM variables jointly explain the energy-saving intention and energy-saving behavior of Vietnamese hotel guests. Among the three factors of TPB, subjective norms have the most substantial impact on energy-saving intention and a significant direct effect on energy-saving behavior. Meanwhile, awareness of consequences does not significantly affect personal norms, and in turn, personal norms do not directly affect energy-saving behavior. Thus, we proposed several solutions to hotel managers to promote energy-saving initiatives and attract the engagement of their guests in these initiatives.

Keywords: energy-saving intention; energy-saving behavior; theory of planned behavior; norm activation model; lodging industry; Vietnam (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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