The intention-behaviour gap in sustainable hospitality: a critical literature review
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 15 January 2024
Issue publication date: 3 April 2024
Abstract
Purpose
The intention of consumers to behave sustainably is not a reliable predictor of sustainable hospitality choices. This intention-behaviour gap represents one of the biggest challenges for marketers and environment-friendly businesses. To address this issue, this study aims to draw upon the intention-behaviour gap. The authors revise the sustainable hospitality literature to identify the limitations, to evaluate the extent to which the intention-behaviour gap is embedded in the hospitality literature and to provide practical guidance on how to move research forward in the sustainable hospitality field.
Design/methodology/approach
The authors adopted a five-step process to review and analyse 71 scientific papers published in 14 Hospitality Journals. The authors developed a descriptive overview of the literature showing the publications in this field over the years, the sustainability practices implemented by companies and consumers and the setting of the studies. Finally, the authors conducted a critical analysis of research in sustainable hospitality adopting the intention-behaviour gap lens.
Findings
Leveraging the descriptive overview and critical analysis, the authors offer four directions for future research to address the existing literature limitations. The authors encourage scholars to expand the scope of the research setting, investigate diverse sustainability practices, integrate existing knowledge on the intention-behaviour gap into sustainable hospitality research and combine traditional research methods with emerging technologies.
Practical implications
This study exposes the theoretical challenge of applying conventional behaviour theories to sustainable hospitality, prompting a call for framework re-evaluation. It offers practical insights, empowering researchers, marketers and policymakers to navigate and mitigate the intention-behaviour gap in sustainable hospitality.
Originality/value
The originality of this paper is underscored by its distinctive focus on the unique intention-behaviour gap within sustainable hospitality, coupled with a compelling call to re-evaluate traditional behavioural frameworks. It provides a roadmap for future research in sustainable hospitality, benefiting researchers, policymakers and marketers in promoting sustainable initiatives.
Keywords
Acknowledgements
Since submission of this article, the following author has updated their affiliation: Diletta Acuti is at the Department of Marketing, Business and Society of the University of Bath, Bath, UK.
Citation
Khan, N., Acuti, D., Lemarie, L. and Viglia, G. (2024), "The intention-behaviour gap in sustainable hospitality: a critical literature review", International Journal of Contemporary Hospitality Management, Vol. 36 No. 5, pp. 1627-1646. https://doi.org/10.1108/IJCHM-06-2023-0840
Publisher
:Emerald Publishing Limited
Copyright © 2024, Emerald Publishing Limited