This study sought to develop an extended Theory of Reasoned Action (TRA) model to provide a clear understanding of individuals’ intention to conserve water in a lodging context. In particular, the extended TRA incorporates two additional constructs: environmental concern and water conservation activities in everyday life, into the original TRA model. The outcomes of the present paper have shown that individuals’ attitudes, subjective norms and water conservation activities in everyday life exert a positive influence on their intention to conserve water in a lodging context. The results also revealed that environmental concern has a positive influence on individuals’ attitudes and water conservation activities in everyday life but a non-significant influence on their subjective norms. The empirical results of Structural Equation Modeling (SEM) indicated that the extended model provides a better fit of the data, and explains greater amounts of variance in individuals’ intention to conserve water in a lodging context compared to the original TRA.