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TOURISM ECONOMICS MANAGEMENT AND POLICY RESEARCH Tur zm Ekonom s , Yönet m ve Pol t ka Araştırmaları E-ISSN:2791-6030 CİLT 1 SAYI 2 /VOL 1 ISSUE 2 www.temapor.com
TURİZM EKONOMİSİ, YÖNETİMİ VE TOURISM ECONOMICS, MANAGEMENT
POLİTİKA ARAŞTIRMALARI AND POLICY RESEARCH (TEMAPOR)
Cilt: 1 Sayı: 2 Yıl: 2021 e-ISSN: 2791-6030 Volume: 1 No: 2 Year: 2021 e-ISSN: 2791-6030
Dergi Hakkında About the Journal
Turizm Ekonomisi, Yönetimi ve Politika Tourism Economics, Management and Policy
Araştırmaları (TEMAPOR), yılda iki kez (Nisan ve Research (TEMAPOR) is an international, peer-
Eylül aylarında) yayınlanan uluslararası, hakemli ve reviewed and scientific journal published two times
bilimsel bir dergidir. Derginin yazı dili Türkçe ve a year (in April and September). The writing
İngilizcedir. Dergide sosyal bilimler alanında language of the journal is Turkish and English. In the
bilimsel araştırma ilkelerine uygun olarak hazırlanan journal, research articles, and review articles are
ve daha önce hiçbir yerde yayınlanmamış araştırma published in the field of social sciences, which are
yazıları ve derleme yazıları yayınlanmaktadır. prepared in accordance with scientific research
principles and have not been published anywhere
before.
Editor in Chief
Baş Editör
Dr. Ceyhun Can ÖZCAN Necmettin Erbakan
Dr. Ceyhun Can ÖZCAN Necmettin Erbakan
University
University
Associate Editor
Yardımcı Editör
Dr. Selman BAYRAKÇI
Dr. Selman BAYRAKÇI
Section Editors
Bölüm Editörleri
Tourism Economics, Tourism Policy: Dr. Ceyhun
Turizm Ekonomisi, Turizm Politikaları:
Can ÖZCAN, Dr. Selman BAYRAKCI
Dr. Ceyhun Can ÖZCAN, Dr. Selman BAYRAKCI
Tourism and Hotel Management: Dr. Yasin
Turizm ve Otel İşletmeciliği Dr. Yasin BİLİM,
BİLİM, Dr.M. Cüneyt ŞAPCILAR
Dr.M. Cüneyt ŞAPCILAR
English Language Editor
İngilizce Dil Editorü
Sinan USLU
Sinan USLU
Technical Communication
Teknik Destek
Kaan ÇEVİKER
Kaan ÇEVİKER
Publisher
Yayıncı
Dr. Ceyhun Can ÖZCAN
Dr. Ceyhun Can ÖZCAN
Yayın Kurulu Editorial Board
Dr. Muhsin KAR, Ankara Yıldırım Beyazıt Dr. Muhsin KAR, Ankara Yıldırım Beyazıt
University, mkar@ybu.edu.tr. University, mkar@ybu.edu.tr.
Dr. Şaban NAZLIOĞLU, Pamukkale University, Dr. Şaban NAZLIOĞLU, Pamukkale University,
snazlioglu@pau.edu.tr snazlioglu@pau.edu.tr
Dr. Hüseyin AĞIR, Ankara Hacı Bayram Veli Dr. Hüseyin AĞIR, Ankara Hacı Bayram Veli
University, huseyinagir@hotmail.com University, huseyinagir@hotmail.com
Dr. Yasin BİLİM, Necmettin Erbakan University, Dr. Yasin BİLİM, Necmettin Erbakan University,
ybilim@erbakan.edu.tr ybilim@erbakan.edu.tr
Dr. İbrahim ÖZMEN, Selçuk University, Dr. İbrahim ÖZMEN, Selçuk University,
ibrahimozmen@selcuk.edu.tr ibrahimozmen@selcuk.edu.tr
Dr. M. Cüneyt ŞAPCILAR, Necmettin Erbakan Dr. M. Cüneyt ŞAPCILAR, Necmettin Erbakan
University, mcsapcilar@erbakan.edu.tr University, mcsapcilar@erbakan.edu.tr
Bilim ve Danışma Kurulu Science and Advisory Board
Dr. Kurban Ünlüönen, Ankara Hacı Bayram Veli Dr. Kurban Ünlüönen, Ankara Hacı Bayram Veli
Üniversitesi, Türkiye University, Turkey
Dr. Ozan Bahar, Muğla Sıtkı Koçman Üniversitesi, Dr. Ozan Bahar, Muğla Sıtkı Koçman University,
Türkiye Turkey
Dr. Muhsin Kar, Ankara Yıldırım Beyazıt Dr. Muhsin Kar, Ankara Yıldırım Beyazıt
Üniversitesi, Türkiye University, Turkey
Dr. Şaban Nazlıoğlu, Pamukkale Üniversitesi, Dr. Şaban Nazlıoğlu, Pamukkale University,
Türkiye TurkeyDr. Harun Uçak, Alaattin Keykubat Üniversitesi, Dr. Harun Uçak, Alaattin Keykubat University, Türkiye Turkey Dr. Salvador Anton Clave, Rovira Virgili Dr. Salvador Anton Clave, Rovira Virgili Üniversitesi, İspanya University, Spain Dr. Selim Kayhan, Necmettin Erbakan Üniversitesi, Dr. Selim Kayhan, Necmettin Erbakan University, Türkiye Turkey Dr. Tayfur Bayat, İnönü Üniversitesi, Türkiye Dr. Tayfur Bayat, İnönü University, Turkey Dr. Hüseyin Ağır, Ankara Hacı Bayram Veli Dr. Hüseyin Ağır, Ankara Hacı Bayram Veli Üniversitesi, Türkiye University, Turkey Dr. Yasin Bilim, Necmettin Erbakan Üniversitesi, Dr. Yasin Bilim, Necmettin Erbakan University, Türkiye Turkey Dr. Özgür Özer, Necmettin Erbakan Üniversitesi, Dr. Özgür Özer, Necmettin Erbakan University, Türkiye Turkey Dr. Ümit Sormaz, Necmettin Erbakan Üniversitesi, Dr. Ümit Sormaz, Necmettin Erbakan University, Türkiye Turkey Dr. Ahmet Şahbaz, Necmettin Erbakan Dr. Ahmet Şahbaz, Necmettin Erbakan University, Üniversitesi, Türkiye Turkey Dr. Uğur Adıgüzel, Necmettin Erbakan Dr. Uğur Adıgüzel, Necmettin Erbakan University, Üniversitesi, Türkiye Turkey Dr. İbrahim Özmen, Selçuk Üniversitesi, Türkiye Dr. İbrahim Özmen, Selçuk University, Turkey Dr. Razaq Raj, Leeds Becket Üniversitesi, İngiltere Dr. Razaq Raj, Leeds Becket University, UK Dr. Jose Alvarez Garcia, Extremadura Üniversitesi, Dr. Jose Alvarez Garcia, Extremadura University, İspanya Spain Dr. Ahmed Jamal, Cardiff Üniversitesi, İngiltere Dr. Ahmed Jamal, Cardiff University, UK Dr. Festus Victor Bekun, Gelişim Üniversitesi, Dr. Festus Victor Bekun, Gelişim University, Türkiye Turkey Dr. Tariq El Hadary, Gelişim Üniversitesi, Türkiye Dr. Tariq El Hadary, Gelişim University, Turkey Dr. Soner Arslan, Necmettin Erbakan Üniversitesi, Dr. Soner Arslan, Necmettin Erbakan University, Türkiye Turkey Dr. Günay Özcan, Necmettin Erbakan Üniversitesi, Dr. Günay Özcan, Necmettin Erbakan University, Türkiye Turkey Dr. Andrew Adewale Alola, Gelisim Üniversitesi, Dr. Andrew Adewale Alola, Gelisim University, Türkiye Turkey Dr. Ewa Stawicka, Varşova Yaşam Bilimleri Dr. Ewa Stawicka, Warsaw University of Life Üinversitesi, Polonya Sciences, Poland Dr. Erdoğan Ekiz, Muhammad VI Politeknik Dr. Erdoğan Ekiz, Muhammad VI Polytechnic Üniversitesi, Fas University, Morocco Dr. Murat Çuhadar, Suleyman Demirel Dr. Murat Çuhadar, Suleyman Demirel University, Üniversitesi, Türkiye Turkey
Cilt/Volume: 1 Sayı/Issue: 2 Yıl: 2021 e-ISSN: 2791-6030
İÇİNDEKİLER / CONTENTS
Derleme Makale / Review Article
Archaeodestinations and Their Post-COVID-19
Hasan Ali ERDOĞAN .................................................................................................................... 73-78
Araştırma Makalesi / Research Article
Does Religiosity Matter for Green Hotel Selection? An Empirical Investigation on Chinese
Religious Consumers
Lei WANG, Zi-Xu WANG, Qi ZHANG, Philip Pong Weng WONG ................................................ 79-95
Araştırma Makalesi / Research Article
Uluslararası Turizm Gelirleri-Ekonomik Büyüme İlişkisi: Panel Nedensellik Analizi
The Relationship Between Economic Growth and International Tourısm Income: A Panel Causality
Analysis
Hüseyin AĞIR, Sefa ÖZBEK ....................................................................................................... 96-103
Araştırma Makalesi / Research Article
How Traveler Type Impacts Risk Perceptions and Booking Intentions
Bonnie CANZIANI, Sara MACSWEEN .................................................................................... 104-116
Araştırma Makalesi / Research Article
İhracat ve İthalatın Turizm Üzerindeki Etkisi: AB Ülkeleri Üzerine Ekonometrik Bir Analiz
The Effect Of Exports And Imports On Tourism: An Econometric Analysis On EU Countries
Ahmet ŞAHBAZ, Zehra AKEL .................................................................................................. 117-125TOURISM ECONOMICS,
MANAGEMENT AND POLICY
RESEARCH
TURİZM EKONOMİSİ, YÖNETİMİ VE
POLİTİKA ARAŞTIRMALARI
Vol:1 Issue:2 Cilt: 1 Sayı: 2
Archaeodestinations and Their Post-COVID-19 Attractions
Hasan Ali Erdogan
Dr. Öğr. Üyesi, Necmettin Erbakan Üniversitesi, Turizm Fakültesi, Turizm Rehberliği Bölümü, haerdogan@gmail.com
ARTICLE INFO ABSTRACT
With the effects of the Covid-19 pandemic, many travellers who are locked
Received: 21.03.2021 in homes are stuffed with boredom and monotony, and they desire to relax
Accepted: 29.07.2021 by changing places as soon as possible. However, stay-at-home calls and
restrictions on being out still keep these people indoors. As a result, the long-
lasting pandemic environment has already established behaviour change to
keep distance and stay away from the crowd. Archaeological destinations
Keywords: Archaeodestination,
that are intertwined with the nature of serenity in rural areas will be among
Archaeotourism Planning,
the first destinations that these masses will prefer in post-Covid-19. This
Archaeological Tourism, Post-Covid-
study focuses on the definition and characteristics of archaeodestinations,
19.
which lack in the tourism literature. While filling the gap, the study highlights
archaeodestinations in terms of their special features that will lead their
promotions in the post-Covid-19 environments, creating social, economic
and educational contributions to the developments in the local communities
interacting with public archaeology.
1. INTRODUCTION
Attraction is the fundamental motive to initiate a touristic activity towards destinations (Timothy, 2011). There are
almost endless incentives to attract masses from their daily environments. Wonder, curiosity, relevance, and love may
be the igniters of some groups of tourists, while magic, mystery, secret, religion, and spirit may be the justification for
other groups. There are still other interactional and cognitive tourists allured by the first, the primitive, or the different,
the surprising, and the captivating. This is sometimes a long beach in tranquillity, sometimes a relaxing hotel on the
seashore, sometimes a purely natural spot in the wild, and sometimes a heritage area with its indigenous cultural
attractions. Archaeological destinations (ADs) most of the time contain these features within their own structures and
usually tempt tourists to take part in the activities and the opportunities they offer.
AD, the derivative of the term ‘archaeotourism destination’, represents a sort of destination that has become increasingly
popular (except for the pause stemming from the pandemic) with a wider variety of tourists than has traditionally been
the case (Walker & Carr, 2013). Tourists go to an AD when they start their travel to visit ‘described or interpreted sites
and artifacts such as fragments of pottery and bone that signify specific past cultures’ in an open area or in the museum.
For ADs, it is critical to have such potentials to “stimulate interest, appeal to visitors’ emotions, and offer benefits or
rewards for participation or visitation” (Hughes, et al., 2013).
This study hypothesizes that ADs serve satisfactory grounds to come together home-trapped travelers with natural and
cultural relaxation areas while learning, entertaining, and being away from the infectious nature of crowds in unsocial
settings in cities. This paper fills the gap in the literature of the tourism potentials of ADs during and after the COVID-
19 pandemic, providing a theoretical foundation for future research on ADs and their impact on the tourism industry.
Önerilen Atıf / Suggested Citation: Erdogan, H. A. (2021). Archaeodestinations and Their Post-COVID-19 Attractions, Tourism Economics, Management and Policy
Research, 1(2), 73-78.Erdogan, H. A. (2021). 1(2), 73-78. 2. LITERATURE REVIEW An important part of dynamic tourism industry, culture and heritage tourism prior to the pandemic had experienced a progressive growth worldwide with almost 20 percent of tourist trips incorporating some form of archaeological heritage facilities (Foxell & Trafford, 2010). Archaeotourism (AT), a critical component of culture tourism (Herbert 1995:15- 17), is a term to represent the sub-form of tourism, involving how archaeological areas are potential tourist destinations (Oehmichen-Bazán, 2018). AT covers a range of issues like sites, monuments, and museums, where one is likely to find answers to basic questions like who created what, why, and how (Erdogan, Forthcoming 2022). The majority of traditional archaeologists stood aloof from archaeotourism planning and management regardless of their huge contributions to the tourism industries (Banks et al., 2011; Niknami, 2005). Namely, archaeology and tourism had never conspired traditionally since one of the principal obligations of archaeologists was regarded as the preservation of the sites and monuments (Al-Belushi, 2014) from the negative effects of tourism. However, for the majority of tourism professionals, these prohibited areas of ancient cultures of great interest and curiosity should be open to tourism industry. Some thought ‘Clearly, steps need to be taken to avoid a catastrophic situation’ (Budowski, 1976). Some proposed that combining the two to make such hidden wealth more tangible for the cultural, social, environmental and economic development (Ruoss et al. 2013:68) would first be to the benefit of humanity as well as to rural caretakers of the heritage sites. Archaeologists did not want many people in their areas. There was well-established fear of the trivialization and commercialization of archaeological vestiges and zones, resulting from the arrival of tourists (Oehmichen-Bazán, 2018; Brown et al., 2015). In contrast, tourism professionals did not know what to do in such frail areas, so they did not dare to fulfill their desires for any venture. The established intellect in this respect was that archaeologists with almost no background of tourism principles do their jobs on archaeologically critical heritage sites (Smith, 2000) and ceased their projects when completed. However, the popularity of AT among the tourists has reached a considerable extent recently. To illustrate, Machu Picchu in Peru attracted just 77,295 visitors in 1991, whereas that number in 2015 was 1,282,515 (Oehmichen-Bazán, 2018:1). ADs offer unique experiences along a continuum anchored at one end by education (Lipe, 2002) and by entertainment at the other end (Hughes et al., 2013; Mckercher & du Cros 2012). Enthusiasts seen in ADs need the opportunity to visit destinations, consume tourism products while observing, experiencing, and evaluating their maintenance and management strategies. They discuss over the wellbeing of the fragile assets as a part of tourism production and consumption (Ettenger, 2009). In this context, experiential learning and in particular entertaining in the tranquillity of nature have become to be recognized as useful alternatives to emerging in a daily home setting. The activities offered in ADs broaden one’s experience about the past civilizations in archaeological parks (Kołodziejczyk, 2019: Thomas & Langlitz, 2019) and in nature. Hence, a day in an ADs contributes to the learning process through the links between theory and practice (Gretzel et al., 2008), providing opportunities for socializing (Jakubowski, 2003) in the clear and open air. These areas evoke emotional feelings to react to travel, express behaviours, and fulfil activities (Landorf, 2019) that are engaging and personal, rather than only focusing on goods, services, and relaxations. ADs are mostly the products of the coordinated work of ancestors and their descendants (Ruoss et al., 2013); that is, these spots of heritage are the complementary work of past and present craftsmanship committed to the heritage interests of descendent-stakeholders. Therefore, ADs are somehow reconverted destinations for publicly engaged maintenance, sustainability, and economy through the collaboration with indigenous communities to create the destinations of in situ ruins (Castaneda, 2013). Namely, scholars from a lot of distinct areas like anthropology, archaeology, history, and tourism work together to transform such ruins in deserted areas into well-known ADs (Erdogan, 2020:139) with their alluring historical, ethnographic, and archaeological materials. 3. RESULTS ADs can be dissociated from other tourism forms as regards the contributions they provide for the local communities and national governments. The benefits are in the forms of urging interpretation and education, securing preservation and protection, consolidating sustainability, and developing the local economy in/around ADs (Figure 1). Interpretation and education are principal priorities for ADs, which require thorough planning and specific management strategies. Otherwise, natural destruction and human vandalism of archaeological assets will assure the total extinction of such delicate heritage areas. Proper preservation and protection will bring about a constituency for resource protection and preservation. Restoration, restitution, rehabilitation, and stabilization are among the major treatments for this purpose. Surface surveys and scientific excavations for interpretive purposes should contribute to the long-term stabilization and maintenance of ADs. TEMAPOR 1(2) S a y f a | 74
Erdogan, H. A. (2021). 1(2), 73-78.
Source: the author
Area managers should be equipped with required financial structures to develop and ensure strategies for long-term
protection and preservation through the positive impacts on the indigenous communities. This is especially significant
for sustainable archaeotourism programs in promoting the principles of preserving resources, appreciating indigenous
tradition, and developing the quality of experience. Sustainable ADs contribute to the development of infrastructure in
their vicinities and improvement in the economic situations, rehabilitating the general conditions of local communities
through stimulating the local economy.
ADs are unique landmarks, identifiable with their archaeologically and historically special significance full of relics of
past cultures encapsulated physically in the tranquillity of nature in a remote part of a county. ADs exhibit perfect
harmony between the indigenous settlers with their vernacular sociocultural characteristics and the outsiders coming
from different parts of the world with their distinct peculiarities. Unlike the others, ADs need special care under
exclusive area management systems, which act as facilitators to empower the productive development of visitors rather
than supplying services (Ross et al., 2017). Firstly, the conservation, preservation, and maintenance of ADs should be
secured as sustainable tourist destinations. Only then are there sustainable ways of partaking the customers in authentic
experiences as a sense of self-expression that is rare in traditional tourism experiences.
ADs themselves are of enough aesthetic value to attract masses depending on the specialty of each destination. They are
alluring for some tourists due to their exciting and adventurous nature. They bring in special experiences through exotic
curiosities and strange wonders, often depicted in images of ancient life. ADs make ideal destinations for such tourists
since they are old, usually huge, extraordinary, and even inaccessible. Archaeological studies at these destinations and
even archaeology itself are adventurous for some. These areas are usually in the tranquillity of nature with scenery,
referring to the quality and the visible form in a dualistic relation of the viewer’s perception with the actual state of ADs.
The view is a potent stimulus, comforting, inspiring, soothing, and hence generating emotions, which develop the
spectrum of imagination associated with the aesthetic value (Mosler, 2009). Some tourists usually associate the assets
with religious, spiritual, or sacred meanings ranging from pagans to God worshipers. The mystery and magic
surrounding ADs incite people to these areas (Holtorf 2005). People are curious by nature, and there are a lot of ADs
full of traces of deities, prophets, apostles, or disciples and unexplained mysteries with hidden surprises such as the
stone statues signifying the signs of the first religious community ever in the history of mankind at Neolithic Göbeklitepe
in Turkey. Therefore, ADs provide their visitors with a rare opportunity to experience the divine products of holy
ancestors of modern humanity in a form of nostalgia. This characteristic of ADs constitutes one of the main reasons
why heritage tourism is booming today (Caton & Santos, 2007).
In order to create additional charms, area managers host various events as part of enriching alternative attractions as
competition for consumers’ money. Also, these events allow tourists to learn about the specialty of destinations and
experience entertainment while learning through taking part in leisure activities and thus integrating into the ancient and
contemporary indigenous cultures. Managers devise educational programs at times for the visitors and the public in the
TEMAPOR 1(2) S a y f a | 75Erdogan, H. A. (2021). 1(2), 73-78.
vicinity to appreciate the significance of the unrepairable ADs. Visitors develop a sense of kinship ties linking them to
the wider cultures as a powerful and emotional focus for collective and personal identities (Holtorf, 2005). Such
programs are indispensable components for the preservation and sustainability since archaeologists are provided with
an incredible opportunity to reach out to the public instead of secluding themselves in the study area, educate them, and
nurture their interests for better conservation, preservation, and maintenance of ADs.
4. CONCLUSION
Although most of their components were once signs of power, glory, nobility, and ostentation, most of the ADs are now
physically brittle, fragile, and frail areas as a result of ages of damage stemming from both nature and humans, making
ADs vulnerable and susceptible to destruction. Thus, these destinations need to be secure from those with limited
knowledge of features, artifacts, and their uniqueness and fragility. That’s why, there is a need for two critical things;
interpretation and education. Effective interpretations of these features and artifacts contribute to the establishment of
clear links between the visible and the represented. Therefore, intermediate and basic tourists can make sense of their
significance as well as of what they experience in a more interesting and entertaining way. Such effective interpretations
by archaeologists alone are not sufficient because destination planning and management in ADs require a collaborative
effort that must take place at all levels within the tourism industry. A recreated Neolithic village with the sounds, smells,
textures, and tastes of 8000 BC, for example, cannot be promoted without contributions from anthropologists, architects,
soil specialists, scholars from communication, marketing, and public relations.
No previous research has directly related the ADs. Although heritage sites have been among the hot topics in high-
indexed papers for the past decades, less scholarly attention has been given to the evaluation of ADs. It is this literature
gap that this paper seeks to address. In arguing for thinking of ADs as potential tourist destinations, the emphasis is on
the change in tourists’ destination perception during the COVID-19 pandemic. The paper concludes by outlining the
value of AD perspectives in utilizing archaeological heritage in its tangible form to create memorable tourism
experiences.
5. IMPLICATIONS
Theoretically, it is clear that the collaboration and cooperation of scholars from distinct areas like tourism professionals,
local communities, and tourists will build a more peaceful world through archaeological tourism. The products of such
scholarly endeavors are the ADs that are mostly in the rural areas in the tranquility of nature away from city disorders.
It is proposed in the paper that ADs produce better alternatives for tourists to prefer in a daily fashion.
From the practical point of view, this paper focuses on the creation of ADs to add the value to a more specific theme of
archaeotourism. New insights into the relaxation, education and entertainment can lead a paradigm shift in the tourism
industry where tourists find themselves in peace. However, local governments, tourism managers, and planners need
to invest in ADs for the maintenance of sustainability in ADs.
6. FURTHER RESEARCH
This literature review paper focuses on archaeological tourism destinations within the scope of touristic attractions.
However, there is a need for future research reviewing a wider scope of secondary data on the educational and
archaeological values of ADs to add to the archaeotourism theory and practice. Moreover, empirical studies are needed
to better handle tourists’ perception change during the pandemic.
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TEMAPOR 1(2) S a y f a | 78TOURISM ECONOMICS,
MANAGEMENT AND POLICY
RESEARCH
TURİZM EKONOMİSİ, YÖNETİMİ VE
POLİTİKA ARAŞTIRMALARI
Vol:1 Issue:2 Cilt: 1 Sayı: 2
Does Religiosity Matter for Green Hotel Selection? An Empirical Investigation on Chinese
Religious Consumers1
Lei WANG
Xuzhou University of Technology, Faculty of Hospitality and Tourism, School of Management,
drleiwang@foxmail.com
Zi-Xu WANG
City University College of Science and Technology, Business School, wangzixu526@163.com
Qi ZHANG
Xuzhou University of Technology, School of Management, 492518725@qq.com
Philip Pong Weng WONG
Sunway University, Malaysia, School of Hospitality, philipw@sunway.edu.my
ARTICLE INFO ABSTRACT
Previous investigation of green purchase attitude-behavior gap has shown
Received: 29.04.2021 inconclusive or even controversial results. Researchers appear to have
Accepted: 29.07.2021 under-estimated or ignored religiosity as an individual’s fundamental belief
and core values that influence a consumer’s decision-making process. The
purpose of this study is to examine the relationship between religiosity,
Keywords: Religiosity, Consumers’ consumers’ green purchase attitudinal characteristics, and behavioral
attitudinal characteristics, Consumer aspects i.e., consumer attitudinal loyalty. A total of 418 usable
loyalty, Theory of reasoned action & questionnaires were collected to empirically test the hypotheses using SPSS
Theory of planned behaviour, Green and Structural Equation Modeling. The results showed that religiosity
hotel selection positively influenced perceived consumer effectiveness, environmental
concern, environmental knowledge, and ultimately, leading to consumer
loyalty. In addition, religiosity displays negative influence on consumer
loyalty. This study expanded the existing knowledge based on green hotel
selection among Chinese religious consumers in the tourism literature. The
empirical findings would greatly benefit hotel managers and other key
stakeholders in the hospitality industry.
1. INTRODUCTION
Environmental problems have received widespread attention and concern at all levels of society, business organizations,
and government (Wang et al., 2020b). Various activities related to marketing like manufacturing, logistics, and sourcing
have negative impacts on the environment, further affecting the individual’s living quality (Wang et al., 2020c). More
and more consumers are becoming increasingly concerned on environmental issues and are committed to integrate green
options with ecofriendly-related products or services in their purchasing behaviour (Teeroovengadum, 2019).
Consumers are even willing to pay more for environmentally friendly products and services (Sutikno et al., 2020).
A greater awareness towards green products and services has resulted in consumers developing positive purchasing
intention and participating in green campaigns (Rahman & Reynolds, 2016). However, certain studies showed, that
1
This work was supported by 2021 Xuzhou Social Science Fund Project (No. 21XSZ-282).
Önerilen Atıf / Suggested Citation: Wang, L., Wang, Z.-X., Zhang, Q. & Wong, P., P., W. (2021). Does Religiosity Matter for Green Hotel Selection? An Empirical
Investigation on Chinese Religious Consumers, Tourism Economics, Management and Policy Research, 1(2), 79-95.Wang, L., Wang, Z.-X., Zhang, Q. & Wong, P., P., W. (2021). 1(2), 79-95. although consumers claimed that they are concerned about environmental issues, their purchasing behaviours have not reflected this preoccupation (Wang & Wong, 2020; Wang et al., 2020c). The differences among consumers’ green purchase patterns are caused by an attitude-behaviour gap (Mas’od & Chin, 2014; Wang et al., 2019). This is an unresolved gap on the preconditions that influence consumers in choosing green hotels (Mohamad et al., 2014). The theory of reasoned action (TRA) and theory of planned behaviour (TPB) are the most popular theories used by researchers in green hotel selection literature (Wang, 2020a). Nevertheless, past studies’ results often showed inconclusive or even controversial outcomes (Wang et al., 2019). More importantly, there appears to be a lack of a systematic and integrative framework in indicating the correlation between an individual’s fundamental values, beliefs, attitudes, and behaviours in hospitality literature (Wang & Wong, 2020). Even though consumers’ beliefs and attitudes do affect behaviour, there are other components affecting behaviours as well (Chatzidakis et al., 2007). If individuals’ beliefs are not fully internalized, incongruence occurs between those core values or beliefs and the behaviours a person takes (Wang & Wong, 2020). Religiosity as an individual’s fundamental belief and core value, which is an extremely important cultural factor that plays a vital role in influencing one’s attitude and behaviour (Madni et al., 2016). Also, it has tremendous potential in affecting one’s purchasing predisposition due to its role as a determinant factor from the perspective of demand, religious values, and stipulations (Anuar et al., 2020; Madni et al., 2016). Although academics have recognized the importance of religiosity in sociology and psychology contexts, the impact of consumer consumption directly influenced by different aspects of religiosity has rarely been investigated (Lari et al., 2019). Researchers appear to have under-estimated the relativity between consumer behaviour and the influence of religiosity (Khraim, 2010). There is a lack of knowledge and understanding regarding the influence of religiosity as an antecedent to green purchasing behaviour (GPB) in tourism literature (Anuar et al., 2020; Martin & Bateman, 2014; Wang & Wong, 2020). Ulker-Demirel and Ciftci (2020) stated that the existing conceptual and empirical studies of TPB were dominated by western samples, including those on green hotel selection (Wang et al., 2020b), resulting in the lack of a standardized definition and coherent foundation for Chinese consumers’ green hotel selection (Wang & Wong, 2020). Furthermore, the majority of literature on religiosity is centered around consumer behaviour with a particular focus on Christianity and Judaism on American consumers (Wang et al., 2020c). There are limited empirical studies that focus on the potential effectiveness of religiosity as a precursor in understanding consumer behaviour in non-western countries (Wang, 2020b). In summary, the results of earlier studies may not be appropriate for China where Buddhism and Taoism are two of the main religions practiced there, and has received sparse attention from the literature. Therefore, this study attempts to bridge the relationship between religiosity, attitudinal aspects and behaviour gap for Chinese green hotel consumers and extend the understanding of religiosity as an antecedent that affect Chinese consumers’ attitudinal characteristics and loyalty toward green hotel selection. 2. LITERATURE REVIEW 2.1. The Underpinning Theory The TRA and TPB are used in this study as the underpinning theories to propose a theoretical research model (See Figure 1). There is a direct relationship between one’s belief/value-attitude-intention-behaviour (Ajzen, 1991), and attitude is a relatively enduring organization of beliefs, feelings, and behavioural tendencies toward socially significant objects or events (Hogg & Vaughan, 2002). The central construct of the two theories is intention, which refers to an individual’s motivation in cognition to utilize the effort in performing a giving behaviour (Ajzen & Fishbein, 1975). Thus, intention has a high reliability for predicting consumer behaviour (Paul et al., 2016), and is has been postulated as the single most important predictor for one’s actual behaviour (Wang, 2020a). Attitude and subjective norm (SN) are two variables that determine an individual’s intention in TRA (Wang, 2020a). These variables toward intention are correlated with behaviour and normative foundation and beliefs, and most individual behaviours are under the control of volition and intention (Wang et al., 2021a). However, an individual cannot perform a giving behaviour purely based on high degree control of volition from among other alternatives. Thus, TPB constitutes perceived behavioural control (PBC) into the model to overcome an individual’s perception of the presence/absence of resources required to perform particular behaviours (Wang et al., 2021b). Many researchers have adopted TRA and TPB as the fundamental scheme to investigate consumer attitude and behaviour toward green hotel selection (Bashir et al., 2019; Nimri et al., 2019). However, a persistent problem remains in using SN and PBC as an antecedent of consumer GPB (Wang et al., 2019; Wang & Zhang, 2020). Some studies’ results showed there is an insignificant relationship between SN and GPB (Botetzagias et al., 2015; Wang & Wong, 2020), and certain studies showed that attitude plays a mediating role in the relationship between SN and GPB (Wang & Wong, 2020; Wang et al., 2019). Similarly, certain studies revealed PBC TEMAPOR 1(2) S a y f a | 80
Wang, L., Wang, Z.-X., Zhang, Q. & Wong, P., P., W. (2021). 1(2), 79-95. does not determine GPB (Han & Yoon, 2015; Paul et al., 2016). In contrast, attitude consistently plays the most important role in influencing GPB (Paul et al., 2016), and it seems to be the only consistent factor in determining GPB (Wang et al., 2020b). Therefore, considering the lack of agreement in the literature, this study conceptualized attitude as a sole important variable that influence consumer loyalty without taking account of the criteria of SN and PBC toward green hotel selection. The attitudinal characteristics were adopted from the scale of Ecologically Conscious Consumer Behaviour (ECCB) by Straughan and Roberts (1999) and Wang (2020a). Roberts (1996) argued that consumers who purchase products and services which they perceive to have a positive impact on the environment are ecologically conscious consumers. Thus, ECCB has incorporated both consumer GPB and pro-environmental post-purchase behaviour (Taufique et al., 2016). Prior studies often utilized one or more variables of the ECCB to predict GPB (Tilikidou & Delistavrou, 2005), because ECCB provides a comprehensive explanation for certain key attributes toward GPB (Wang, 2020a). Moreover, ECCB has shown a direct link between attitudinal characteristics and green purchase attitude, which lead to GPB (Wang, 2020a), and the usefulness of attitudinal variables have been manifested in many past studies (Handique, 2014; Kautish & Sharma, 2020; Mas’od & Chin, 2014; Wang, 2020a). 2.2. Religiosity It is challenging to define religiosity due to diverse religious followers having different perspectives of their beliefs (Mokhlis, 2009). Many studies have measured the influence of religiosity subjectively devised by researchers to suit their research objectives (Wang et al., 2020c). Holdcroft (2006) explained that the difficulty in defining religiosity is (1) due to the uncertainty and imprecise nature of the English dialect, there is an excessive number of proportionate words used in the investigation of religiosity which one would term as estimations of religiosity, instead of terms that are relative to religiosity; and (2) when the concept of religiosity crosses a few researchers’ trains, each moving toward religiosity from various vantage focuses, and few counselling each other. Recently, many researchers agreed with Worthington et al. (2003) when he defined religiosity as the degree to which individuals adhere to his/her religious values, beliefs, practices and uses in daily living (Khraim, 2010) as this definition does not restrict the scope of individuals who believe in God (Wang et al., 2020c). Religion, works at the macro level by encouraging religious followers to adopt certain values (Madni et al., 2016). Subsequently, it plays the role as a social institution in shaping culture, norms, values and attitudes in society (Wang & Zhang, 2020). In contrast, religiosity working at micro level encourages followers to adhere to particular values (Wang & Wong, 2020). It represents the values inherent in an individual toward a particular religion which tends to stabilize over a long period (Wang et al., 2020c). Hence, religiosity is a subsection of religion (Madni et al., 2016), and it can be described as one’s commitment toward a particular religion (Wang & Wong, 2020). This commitment reflects an individual’s adherence to his/her religious convictions and practices (Muhamad & Mizerski, 2010); to the extent which an individual is committed to his/her religion he/she professes and to its teaching (Chai & Tan, 2013). Ultimately, the commitment is reflected in his/her attitudes and behaviours (Ahmad et al., 2015) and religiosity represents the degree to which individuals are committed to a specific religion, and the level in which the individual is religious (Abd Aziz et al., 2015). Religiosity is conceived as a unidimensional concept with religious affiliation (Mukhtar & Butt, 2012), which is measured through two behavioural aspects: frequency of church attendance and the amount of monetary donations offered to religious groups (Wang & Zhang, 2020). However, this concept lacks psychometric evaluation to measure how religious an individual is (Mokhlis, 2009). Thus, more and more researchers agreed that religiosity should be treated as a multidimensional concept that influence the entire life of any individuals in a particular religion (Ateeq-ur-Rehman & Shabbir, 2010; Muhamad & Mizerski, 2010; Tran et al., 2019). Specifically, the most prevalent concept to measure religiosity is intrinsic and extrinsic religiosity (Wang et al., 2020c). Intrinsic religiosity indicates a complete framework to understand life, and can be determined at the cognitive level (Mukhtar & Butt, 2012). It represents the degree to which one holds and declares his/her religious identity, values and beliefs (Wang et al., 2020c). Extrinsic religiosity refers to religious affiliation, membership within a religious group, and devotional practices (Borzooei & Asgari, 2014). Therefore, researchers can measure an individual’s cognitive and behavioural religiosity using this multidimensional concept (Allport & Ross, 1967). Religiosity has a potential effect on consumers’ different attitudinal aspects and is evidenced in various literature. Posri (2014) empirically demonstrated that religious values result in individuals believing they would receive positive consequences for their current living condition and future generations through protecting and preserving the environment. Madni et al. (2016) indicated that religiosity is significant to individuals’ perceptions of their giving green purchase behaviours. Kirmani and Khan (2016) stated that the protection of environment can be found in religious scriptures of all major religions of the world; thus, religiosity has been considered as an important predictor of TEMAPOR 1(2) S a y f a | 81
Wang, L., Wang, Z.-X., Zhang, Q. & Wong, P., P., W. (2021). 1(2), 79-95.
environmental concern of consumers. Clements et al. (2014) also indicated that religiosity positively influenced
perceived environmental dangerousness. Religiosity has an influence on various donation behaviour and social welfare
(Simmons & Emanuele, 2012). Individuals with higher religious beliefs are inclined to possess more positive attitudes
towards charities and motivation to donate (Casidy et al., 2014). Religiosity has a significant effect on political
orientation in Muslim countries; this leads to Muslim women’s barriers to travel (Tavakoli & Mura, 2021). Similarly,
Sidorova (2015) empirically demonstrated that religiosity could significantly influence one’s political orientation and
inclination in western countries, and higher religiosity individuals have more political awareness and involvement
orientation (Attar-Schwartz & Ben-Arieh, 2012). According to Hassan (2014), religiosity as an antecedent predictor
would help to explain the relationship between natural environmental orientation, environmental knowledge,
environmental concern, attitude and intention. Also, previous studies’ showed that religiosity positively influenced
consumers’ loyalty toward a particular brand or service. Choi (2010) indicated that religiosity significantly influence
consumers switching behaviour. Furthermore, Ahmad et al. (2015) revealed in their research that religiosity has a direct
affect towards behaviour on particular products. Considering that there is a lack of studies that postulate religiosity as a
significant predictor of consumer GPB, and recent researchers suggesting that religiosity can be considered as antecedent
to explain GPB (Kirmani & Khan, 2016; Wang & Wong, 2020), the following hypotheses are proposed.
H1: Religiosity positively influences perceived consumer effectiveness.
H2: Religiosity positively influences environmental concern.
H3: Religiosity positively influences political orientation.
H4: Religiosity positively influences altruism.
H5: Religiosity positively influences environmental knowledge.
H6: Religiosity positively influences consumer loyalty.
2.3. Perceived Consumer Effectiveness (PCE)
PCE towards the GPB refers to the individuals’ beliefs and their actions and whether they will produce different
consequences in helping to solve environmental issues (Albayrak et al., 2011). It reflects an individual’s perception and
their ability to positively or negatively affect environmental behaviour (Sinnappan & Rahman, 2011). PCE differs from
individual to individual, because of contrasts in their knowledge, understanding, as well as direct or indirect life
experiences (Wang, 2020a). For instance, an individual that believes that environmental problems can be solved by
specific pro-environmental behaviours mirrored their convictions on ecological issues, which subsequently changed
their GPB. In other words, a high level of PCE is necessary to enable an individual’s positive attitudes to be converted
into actual GPB (Wang, 2020a).
Posri (2014) measured the impact of PCE on the decision-making process in consumer GPB in Thailand. The results
demonstrated a positive correlation between PCE and green purchase attitude (GPA) and GPB. Han and Yoon (2015)
empirically tested the relationship between key constructs and consumer green hotel selection and the outcomes showed
that PCE is a significant predictor of eco-friendly behaviour, leading to intention to visit a green hotel. Wang (2020a)
also reported similar results in China, where consumers who expressed positive PCE, tend to have positive GPA, which
was finally translated into intention to visit green hotels. Thus, the following hypothesis was proposed.
H7: PCE positively influences consumer loyalty.
2.4. Environmental Concern (EC)
EC refers to the degree of an individual’s awareness of the environmental problems and their willingness to contribute
a personal effort to help solve them (Hu et al., 2010). It reflects the level of an individual’s personal emotions and
responsibility towards the overall environmental questions (Aman et al., 2012). EC expresses an individual’s positive
or negative attitude to help in solving a particular environmental issue (Yeung, 2004). Hence, individuals who display
worries for environment and hold a favorable GPA show higher green purchase expectations, resulting in his/her greater
willingness to exhibit green practices (Paul et al., 2016).
Bahl and Kumar (2019) explored the relationship between EC, components of TPB, and actual GPB among the younger
generation. The results showed that EC is the second most important predictor among all antecedents influencing
purchase intention, which is then translated into actual GPB. Another study by Jiang and Gao (2019) enquired about the
relationship between EC, attitude, overall attitude and intention towards green hotel selection. They analyzed responses
from an online sample with 258 respondents which showed that EC positively influenced attitude, overall attitude, and
behavioural intention to visit green hotels respectively. Paul et al. (2016) found that EC positively influenced attitude,
subjective norm, and perceived behavioural control separately. Therefore, the following hypothesis has been established.
TEMAPOR 1(2) S a y f a | 82Wang, L., Wang, Z.-X., Zhang, Q. & Wong, P., P., W. (2021). 1(2), 79-95.
H8: EC significantly influences consumer loyalty.
2.5. Political Orientation (PO)
The most essential factor influencing GPA has not been observed to be legitimate government policies, but rather public
awareness of government policies that can influence an individual’s attitude and expectation (Chen, 2007). Liberal
political orientation is understood to be associated with left-leaning political ideologies (Mas’od & Chin, 2014).
According to Cornwell and Schwepker (1995), to the extent where the topic of activities is concerned, it was discovered
that individuals who are more associated with the community and socially responsible activities may show higher
ecologically conscious behaviour. An individual’s environmental interests and his/her comments on political issues
often results in a common perception of environmental subjects being components of a liberal PO (Awad, 2011). Thus,
individuals with a liberal political foundation will probably show a solid responsibility towards green development, in
contrast to individuals who are more conservative in their PO (Wang, 2020a). This is because conservative political
ideologies consider the restraint of actions that could trample on the rights of others and violate social norms (Grunert
& Juhl, 1995).
The influence of PO on GPB has not been well investigated in the tourism literature. However, certain studies’ shows
promising results which indicate that PO has potential effect on green practices. For example, Straughan and Roberts
(1999) proposed that ECCB scale can identify an ecologically conscious consumer, and their empirical results showed
that PO is the third most important predictor among others that affects a consumer’s GPB and there is a positive
relationship between PO and GPA and GPB. Awad (2011) found that PO influenced green consumer segmentation and
GPB. More importantly, consumers who have the highest liberalism mean value exhibited the highest commitment
toward the environment, thus displaying ambition in helping the government perform pro-environmental practices.
However, Wang (2020a) applied ECCB scale to predict consumer GPB and results showed that PO cannot influence
hotels’ customers intention to visit green hotels. Considering there is a lack of consistency on the influence of PO on
green hotel selection in tourism literature, thus, the following hypothesis is proposed.
H9: Political orientation significantly influences consumer loyalty.
2.6. Altruism
Altruism refers to not only as an individual’s concern about the welfare of others, but is equally concerned about
environmental issues and preserving the environment (Wang, 2020a). Human values have particular importance in
explaining consumer pro-environmental behaviours (Wang et al., 2020a), as values are used as guiding principles in the
lives of individuals which influence various beliefs, attitudes, and behaviours simultaneously (Schwartz, 2009). An
individual’s environmental values influence his/her beliefs, which in turn, influence subjective norms that result in GPB
(Stern, 2000). More importantly, as altruism is a subset of human environmental values, GPB will become more probable
when individuals are aware of harmful consequences to others (Schwartz, 1977). Individuals who consider themselves
as collectivists feel there is a need to protect the environment for the good of all when compared to individualism (Chen,
2013). Thus, altruism values are reflected in the concern for the welfare of others; biospheres’ values emphasize the
welfare of the environment and egoism values focus on maximizing the individual’s outcome based on their self-
interests (Rahman & Reynolds, 2016).
Certain studies showed that various aspects of altruism positively influenced consumer GPB. For instance, Straughan
and Roberts (1999) reported that altruism is the second most important predictor in ECCB scale that positively influence
consumer GPB. Similarly, Rahman and Reynolds (2016) empirically demonstrated that consumers who have more
altruistic values are more willing to sacrifice for the environment and hold more environmental commitment, and thus,
are more willing to visit green hotels. Likewise, Wang (2020a) explored the factors that influence consumer green hotel
selection and found a positive relationship between altruism and GPA, which subsequently influenced intention.
Meanwhile, Wang et al. (2020a) found that various types of altruism positively influenced consumer GPB. Therefore,
the following hypothesis is established.
H10: Altruism positively influences consumer loyalty.
2.7. Environmental Knowledge (EK)
According to Vazifehdoust et al. (2013), EK is a general knowledge of facts, concepts, and relationships concerning the
natural environment and its major eco-systems. It involves what people know about the environment, collective
responsibilities necessary for sustainable development, and the key relationships in the environmental aspects of
impacts, with an appreciation of whole eco-systems (Kaufmann et al., 2012; Wang, 2020a). Furthermore, Wang et al.
(2020a) demonstrated that EK involves two aspects, which are (1) objective EK, where individuals have to be educated
to understand the impact of a product or service on the environment; and (2) subjective EK, where individuals’
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