The Effect of Green Practices on Tourists’ Behavioral Intention: A Study of Hoteliers in Central Province of Sri Lanka

The tourism industry has experienced a rapid growth in the recent past. Many alternative forms of eco-tourism have become one of the most attractive niche forms as it causes less harm to the natural environment. As Sri Lanka is rich with natural and social varieties, it can build up the eco-tourism concept for the advantage of the Sri Lankan economy. The researcher became interested in eco concepts and conducted the study in order to identify the effect of green practices on tourists’ behavioral intentions. The findings of the study show that green practices of the hoteliers strongly affect the behavioral intention of the tourists. Based on the managerial implication of these findings, hoteliers should pay more attention to the effect created by the green practices on tourists. The findings of this study can be applied to improve the eco-tourism concept in Sri Lanka.