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This research was designed to identify and uncover the role of critical factors that elicit towel reuse behaviour in hotel guests. An empirical approach with a survey methodology was employed. The findings suggest that practising towel reuse activities depends on an internally derived sense of obligation to take eco‐friendly action, attitude, overall image, and environmental awareness. The salient...
Understanding guests' water conservation and towel reuse behaviors is essential as sustainability is recently a vital issue in the hotel industry. Yet, guests' decision formation for such pro-environmental behaviors has not been sufficiently explored. This research filled such a void in the extant literature. Our empirical findings showed that guests' water conservation intention was a significant...
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