Domestic Millenial Tourists’ Attitudes and Beliefs Towards Green Hotels Practices of Green-Certified Hotels in Sri Lanka

Tourism has become one of the largest and fastest-growing economic sectors in Sri Lanka. The eco-tourism market is becoming a popular segment in the tourism industry. Generation Y travellers also known as millennial travellers who born between 1980- 2000, have a reputation for being more environmentally friendly than Generation X. Since millennial travellers are will be a dominant customer segment for the next 20 years it is necessary to pay attention to the green concept. The main objective of this study is to identify millennial travellers’ attitudes and beliefs towards green hotels practices. The researcher has selected green-certified hotels for the research. The study has conducted using the quantitative approach and especially a questionnaire survey with 150 millennial travellers who stayed at green hotels in Sri Lanka. The study is conceptualized using the dimensions of intention to purchase, willingness to pay more, willingness to partake in environmentally friendly activities, quality attributes and value attributes under the independent variables of attitudes and beliefs and selection of green hotels as the dependent variable. The findings highlight that there is a positive relationship between attitudes, beliefs and the selection of green hotels in Sri Lanka. However, there are some challenges and problems related to green hotels which are faced by millennials as well as hoteliers. Therefore, the government including tourism-related authorities should be concerned about this and need to plan well and work together with proper managerial implications to develop and promote green concepts within Sri Lankan hotels.