The Mediating Role of Behavioural Intentions on the Relationship between Eco-Friendly Perceptions and Behaviour of Guests in Eco-Rated Camps at the Maasai Mara National Reserve, Kenya

Abstract

The study sought to establish the mediating role of behavioural intentions on the relationship between eco-friendly perceptions and behaviour of guests in eco-rated camps at the Maasai Mara National Reserve (MMNR) in Kenya. The approach of the study was guided by Theory of Planned Behaviour (TPB) and a pragmatic philosophical position with an embedded mixed methods research design. Based on the visitor arrivals to the MMNR, 208, 620 visitors were targeted for the study from which 399 were selected using clustered, stratified and proportionate random sampling techniques. Data was collected using questionnaire survey method and analysed with the help of Structural Equation Modelling (SEM) based on the Partial Least Squares technique (PLS). Based on the 272 questionnaires that were returned, the results indicated that, behavioural intentions had partial mediation effect on the relationship between perceived behavioural consequences (40.8%) and perceived behavioural control (30.6%) on eco-friendly behaviour. However behavioural intentions did not have significant mediation effect on perceived subjective norms. The findings underscored the importance of understanding behavioural and control beliefs of hotel guests. Moreover, this study singled out some socio-demographic characteristics of guests which could have an indirectly link to subjective norms and proposed addition of religion, place of origin, travel companionship and monthly expenditure to the TPB. Future researches could deepen understanding of socio-demographic characteristics and their indirect link to subjective norms in different regions as well as investigating eco-friendly behaviour of guests in eco-rated hospitality facilities in Kenyan urban areas