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• MakaleYalnız künye2026/r/gumushane/13838
  Knowledge-awareness paradox in sustainable consumption: Attitudes and intentions toward green restaurants

  Genç, Gökhan; Kızılcık, Onur; Akyürek, Suat

  This study examines the effects of general environmental awareness and knowledge on patronage intention and intention to pay more, mediated by green restaurant attitude. Data were collected from 327 participants via a survey method and analyzed using partial least squares structural equation modeling (PLS-SEM), demonstrating robust measurement reliability and validity. The findings indicate that environmental awareness (value-based commitment) has a significantly stronger influence on the formation of green restaurant attitude than cognitive knowledge. Green restaurant attitude accounted for a substantial portion of the variance in patronage intention and emerged as its strongest positive predictor. This confirms that a positive attitude is a fundamental antecedent of restaurant choice. However, while the impact of positive attitude on willingness to pay more was significant, it was notably weaker than other observed relationships. This suggests that the willingness to incur additional costs for green products depends on factors extending beyond attitude alone. Furthermore, green restaurant attitude functions as a full mediator between the external variables (awareness and knowledge) and patronage intention. Consequently, green restaurants should focus marketing strategies on environmental awareness to build positive attitudes, while addressing additional factors, such as perceived value, to justify pricing policies.

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• MakaleAçık Erişim2025/r/gumushane/14110
  How do green hotel practices affect guests’ behavioral intentions? A PLS-SEM approach; [Como as práticas hoteleiras verdes afetam as intenções comportamentais dos hóspedes? Uma abordagem PLS-SEM]

  Genç, Gökhan; Zengin, Burhanettin

  This study examines how guests’ perceptions of green hotel practices (GHP) shape their behavioral intentions, drawing on the Theory of Planned Behavior. It explores the extent to which eco-friendly practices influence guests’ loyalty and their likelihood of recommending hotels that prioritize sustainability. Data were collected from 642 hotel guests aged 18 and over who had previous experience with green hotel practices. An online survey was employed, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with bootstrapping techniques to assess the relationships among guests’ perceptions of GHP, satisfaction, and behavioral outcomes. The findings indicate that favorable perceptions of GHP strongly predict guest loyalty and recommendation intentions, with satisfaction as a critical mediator. These results highlight the pivotal role of sustainable practices in fostering positive guest experiences and behaviors in the hospitality industry. The study offers practical insights for hotel managers, enabling them to design and implement effective sustainability strategies that enhance guest satisfaction and loyalty. Furthermore, it contributes to the literature on sustainable tourism by providing robust empirical evidence on the influence of GHP on guest behavior, thus addressing a key gap in hospitality management research.

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• MakaleAçık Erişim2024/r/gumushane/14355
  Metaverse in tourism education: A mixed method on vision, challenges and extended technology acceptance model

  Akyürek, Suat; Genç, Gökhan; Çalık, İsmail; Şengel, Ümit

  The metaverse, an emerging educational frontier, presents boundless opportunities and distinct challenges for educators and students alike. This study delves into these aspects within the context of tourism education, employing a mixed-methods approach. It integrates in-depth interviews with 13 tourism academics and a quantitative survey of 268 tourism students. The qualitative data are meticulously coded, and the quantitative data are analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). This research not only conceptually outlines the future benefits of the metaverse, such as enhanced interactive learning and global classroom experiences but also empirically examines its impact on tourism students' engagement and learning outcomes. Key findings highlight both the empowering potential and the infrastructural and accessibility challenges posed by metaverse technology in tourism education. Ultimately, this study provides a holistic view of metaverse-based education's role in advancing the tourism industry, suggesting practical implications for technological adaptation and pedagogical strategies.

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