Evaluation of Factors Affecting the Green Behavior of International Tourists in the Hotel Industry of Karbala City

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran.

2 Associate Professor, Faculty of Economics and Management, University of Tabriz, Tabriz,, Iran

3 Master of Business Administration student, Faculty of Economics and Management, University of Tabriz, Iran

4 Master of Tourism Management, Farabi Campus, University of Tehran, Qom, Iran

Abstract

The aim of this research is to evaluate the factors affecting the green behavior of international tourists in the hotel industry of Karbala city, with a focus on the role of corporate social responsibility and examining the mediating role of environmental concern, company image, positive emotions, and customer trust. The statistical population of the research included all guests of four- and five-star hotels in Karbala city, Iraq. The sample size was determined as 384 people using Cochran's formula, and the samples were selected through convenience sampling. A standard questionnaire was used to collect data, and the data were analyzed using structural equation modeling in AMOS software. The results of the research showed that corporate social responsibility has a positive and significant effect on tourists' green behavior in the hotel industry of Karbala. Also, corporate social responsibility significantly influences environmental concern, company image, positive emotions, and customer trust. The findings indicated that social responsibility in the hospitality industry leads to the formation of tourists' green behavior through strengthening environmental concern, company image, positive emotions, and customer trust. Therefore, hotel managers can, by implementing effective environmental and social programs, investing in responsible practices, while enhancing organizational image and gaining guests' trust, provide the ground for promoting sustainable behaviors among tourists

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Main Subjects

References

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Journal of International Businesses Administration
Volume 9, Issue 1 - Serial Number 1
August 2026
Pages 81-108

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History

  • Receive Date: 05 July 2026
  • Revise Date: 22 July 2026
  • Accept Date: 27 July 2026

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