and Hospitality Management

Abstract

In the current era where environmental degradation is alarming, hospitality enterprises have picked up pace and put greater effort in finding practical solutions to the problem. In this regard, the main driver of environmental conservation is stakeholders’ support, especially that of clientele. However, effectiveness of ecological measures mainly depends on favourability of hotel guests’ perceptions towards the initiatives. Drawing on the Theory of Planned Behaviour, this study sought to establish the effect of eco-friendly perceptions on behaviour of guests in eco-rated camps at the Maasai Mara National Reserve in Kenya. The philosophical position of the study was pragmatism with an embedded mixed methods research design. The study population comprised of 44 eco-rated camp managers and 208, 620 visitors to the Maasai