By Falah Naufal
11403067
BACHELOR’S DEGREE In
BUSINESS ADMINISTRATION –
HOTEL AND TOURISM MANAGEMENT CONCENTRATION FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera
Tangerang, Banten 15143 - Indonesia
Revision after Thesis Defense on 14 July 2021
PSYCHOLOGICAL INFLUENCES THAT IMPACT MILLENNIALS’
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S W I S S G E R M A N U N I V E R S I T Y
STATEMENT BY THE AUTHOR
Name of Student : Falah Naufal Student ID : 11403067
Faculty : Faculty of Business Administration and Humanities
Study Program : Business Administration – Hotel and Tourism Management Concentration Date of Defense : 14 July 2021
Thesis Title : Psychological Influences That Impact Millennials’ Intentions In Staying At Green Hotels
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
_________________________
(Falah Naufal) Approved by:
Date: 28 July 2021
___________________________
(Esa Theodore Mbouw, BBA., M.Sc.) Acknowledged by:
Date: 28 July 2021
Dr. Nila K. Hidayat, SE., MM.
(Dean of Faculty of Business and Communication)
Falah Naufal
ABSTRACT
PSYCHOLOGICAL INFLUENCES THAT IMPACT MILLENNIALS’
INTENTIONS IN STAYING AT GREEN HOTELS By
Falah Naufal
Esa Theodore Mbouw, BBA., M.Sc SWISS GERMAN UNIVERSITY
The increased number of people traveling is economically encouraging, however bringing tourism to the next level as an industry that supports the management Sustainable Development Goals is challenging. In daily operation, hotels are the most energy consuming sector of the tourism and hospitality industries.
Millennials is representing the largest generation to date. According to Bloomberg, with the total of 7.7 billion, this is making up 31.5% of the world’s population. This generation is becoming an important market segment since they have an estimated of
$200 billion of spending power.
The objective of conducting this study is to run the assessment and to analyze the influence of psychological factors towards millennials’ Behavioral Intentions in staying at green hotels using the Theory of Planned Behavior introduced by Ajzen, 1991. The following are conclusions:
1. Attitude of the millennials influence millennials’ Behavioral Intentions in purchasing green hotels.
2. Subjective Norm believed/held by important people around the millennials has influence millennials’ Behavioral Intentions in purchasing green hotels.
3. Perceived Behavioral Control occurs as limitation of resources and opportunities also influence the millennials’ Behavioral Intentions in purchasing green hotels.
Keywords: Theory of Planned Behavior, Psychological Influences, Behavior Intention, Millennial Generation, Green Hotel
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© Copyright 2021
by Falah Naufal
All rights reserved
Falah Naufal
DEDICATION
I dedicate this works for Swiss German University: so that I can be released peacefully 😊
For my family and friends: bunch of THANKS for extraordinary support extended to
me to materialize this piece of works.
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ACKNOWLEDGEMENTS
I would like to take this opportunity to express my gratitude to each and everyone of you who have extended supports and assistance to me during preparing this thesis.
A special thanks to my Thesis Advisor, Esa Theodore Mbouw, BBA., M.Sc. who has provided continuous encouragement for me to complete the thesis despite the limited vision I have to experience in the last part of my tenure in the University.
With all the obstacles and limitation, I hope that my work will be beneficial and can
take part in carrying out academic functions.
Falah Naufal
TABLE OF CONTENTS
STATEMENT BY THE AUTHOR ... Error! Bookmark not defined.
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
TABLE OF CONTENTS ... 7
LIST OF FIGURES ... 10
LIST OF TABLES ... 11
CHAPTER 1 – INTRODUCTION ... 12
1.1 Background ... 12
1.2 Research Problems ... 17
1.3 Research Questions ... 17
1.4 Research Objectives ... 18
1.5 Scope and Limitations... 18
1.6 Significance of Study ... 19
1.7 Thesis Structure ... 20
CHAPTER 2 – LITERATURE REVIEW ... 21
2.1 Framework of Thinking ... 21
2.2 Foundation of Theories ... 23
2.2.1 Hotels ... 23
2.2.2 Green Hotels ... 23
2.2.3 Consumer Behaviors ... 24
2.2.4 Millennials ... 25
2.2.5 The Theory of Planned Behavior ... 26
2.2.5.1 Attitude (ATT) ... 27
2.2.5.2 Subjective Norm (SN) ... 27
2.2.5.3 Perceived Behavioral Control (PBC) ... 28
2.2.5.4 Intention ... 28
2.2.5.5 Behavior ... 29
2.3 Previous Studies ... 30
2.4 Study Differences... 34
2.5 Hypothesis ... 34
CHAPTER 3 – RESEARCH METHOD ... 36
3.1 Type of Study ... 36
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3.2 Unit Analysis and Unit Observation ... 36
3.3 Sampling Design ... 36
3.3.1 Population ... 37
3.3.2 Sampling Method ... 37
3.3.3 Sample Size ... 38
3.4 Location and Time Frame of the Study ... 39
3.4.1 Location ... 39
3.4.2 Time Frame of Study ... 40
3.5 Type of Data and Collection Method ... 40
3.5.1 Type of Data... 40
3.5.1.1 Primary Data ... 40
3.5.1.2 Secondary Data ... 40
3.5.2 Data Collection Method ... 41
3.5.3 Questionnaire Structure ... 42
3.6 Research Model... 42
3.7 Variable Operationalization ... 43
3.8 Data Processing Procedure ... 45
3.8.1 Pre-Test ... 45
3.8.2 Post Test ... 45
3.8.3 Validity Test ... 45
3.8.4 Reliability Test... 46
3.9 Data Analysis Technique ... 46
3.9.1 Classical Assumption Test ... 46
3.9.1.1 Normality Test ... 47
3.9.1.2 Heteroscedasticity Test ... 47
3.9.1.3 Multi Collinearity Test ... 47
3.9.2 Correlation Test ... 48
3.9.2.1 T-Test (Partial) ... 48
3.9.2.2 F-Test (Simultaneous) ... 48
CHAPTER 4 – RESEARCH FINDINGS AND ANALYSIS ... 50
4.1 Validity and Reliability Pre-Test ... 50
4.1.2 Pre-Test Result ... 51
4.1.2.1 Case Processing Summary ... 51
4.1.2.2 Validity Pre-Test Result ... 51
4.1.2.3 Reliability Pre-Test Result ... 52
4.2 Post Test ... 52
Falah Naufal
4.2.1 Respondents Profiles ... 52
4.2.1.1 Gender ... 53
4.2.1.2 Occupation ... 53
4.2.1.3 Trip Frequency per Year ... 54
4.2.1.4 Purpose of Trip ... 54
4.2.1.5 Familiar to the Green Hotel ... 55
4.2.2 Respondents Profiles Summary ... 55
4.2.3 Validity Test ... 55
4.2.3.1 Validity Test X1 Variable (Attitude) ... 55
4.2.3.2 Validity Test X2 Variable (Subjective Norm) ... 56
4.2.3.3 Validity Test X3 Variable (Perceived Behavioral Control) ... 57
4.2.3.4 Validity Test Y Variable (Behavioral Intentions) ... 58
4.2.4 Reliability Test... 59
4.2.4.1 Reliability Test X1 Variable (Attitude) ... 59
4.2.4.2 Reliability Test X2 Variable (Subjective Norm) ... 60
4.2.4.3 Reliability Test X3 Variable (Perceived Behavioral Control) ... 61
4.2.4.4 Reliability Test Y Variable (Behavioral Intentions) ... 61
4.2.5 Classical Assumption Test ... 62
4.2.5.1 Normality Test ... 62
4.2.5.2 Multicollinearity Test ... 64
4.2.5.3 Heteroscedasticity Test ... 64
4.2.6 Multiple Linear Regression Test ... 65
4.2.6.1 F-Test (Simultaneous) ... 66
4.2.6.2 T-Test (Partial) ... 66
CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS ... 68
5.1 Conclusions ... 68
5.2 Recommendation ... 69
GLOSSARY ... 72
REFERENCES ... 73
APPENDIX ... 76
Questionnaires ... 76
Curriculum Vitae ... 82
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LIST OF FIGURES
Figure 1 Chart of Indonesia’s Travelers by Home Province and Group of Age during
January – June 2018 ... 13
Figure 2 Map of Green Key Hotels & Hostels, 2020 ... 16
Figure 3 Thesis Structure... 20
Figure 4 Theory of Planned Behavior Model ... 27
Figure 5 Research Model... 43
Figure 6 Gender Profile ... 53
Figure 7 Occupation Profile ... 53
Figure 8 Trip Frequency per Year Profile ... 54
Figure 9 Purpose of Trip Profile ... 54
Figure 10 Familiar to Green Hotel Profile ... 55
Figure 11 Normality Test P-Plot ... 63
Figure 12 Heteroscedasticity Test Scatterplot ... 65
Falah Naufal
LIST OF TABLES
Table 1 Previous Studies ... 30
Table 2 Time Frame of Study ... 40
Table 3 Variable Operationalization ... 44
Table 4 Case Processing Summary ... 51
Table 5 Validity Pre-Test Result... 51
