Effects of the Sustainable Tourism Concept, Environmental Beliefs, and Social Media Influencers on the Choice of Green Hotels When Traveling

Abstract

This study explores the effects of the sustainable tourism concept, environmental beliefs, and social media influencers on travelers’ choices of green hotels. Recognizing the growing global emphasis on sustainability, the research investigates how these three factors contribute to the decision-making process regarding eco-friendly accommodations. The empirical research was conducted in the Republic of Serbia in 2025, involving a sample of 255 respondents. Data were collected through structured questionnaires and analyzed using the SmartPLS 4 statistical software package. The findings reveal that the sustainable tourism concept significantly influences travelers’ preferences for green hotels by increasing awareness and motivation to engage in environmentally responsible behaviors. Furthermore, strong environmental beliefs held by individuals positively impact their inclination to select green hotels, reflecting a growing ecological consciousness. Social media influencers also play a crucial role in shaping travelers’ choices by promoting sustainability-related content and raising awareness about eco-friendly lodging options. The combined effect of these three variables confirms their importance in driving the adoption of green hotels among tourists. These insights provide valuable implications for hotel managers and marketers aiming to enhance their sustainable offerings and leverage influencer partnerships to attract environmentally conscious travelers. The study contributes to the literature on sustainable tourism by highlighting the interplay between psychological beliefs, social influence, and sustainability concepts in shaping consumer behavior.