The effect of skepticism stemming from greenwashing on behavioral intentions of tourists

The main purpose of this research is to determine the effect of the skepticism stemming from greenwashing, which occurs arising from green marketing practices of thermal hotel enterprises, on behavioral intentions of tourists. In this context, the study was conducted with 504 tourists who visit Afyonkarahisar by the questionnaire during their city tour. In the analysis of data collected through the survey, frequency, percentage, mean and standard deviation techniques were used in descriptive analyses, whereas Correlation and Regression analyses were performed in correlation tests, and non-parametric tests (Mann Whitney U, Kruskal Wallis H) were used in discriminant analyses. According to the results of the analysis of the data collected in the research, we ascertained that there is a significant relationship between variables and the perception of green skepticism of tourists effect their behavioral intentions significantly. As a result, it is understood that the guests' green skepticism perception stemming from green practices of hotels has significantly effects their intentions in a low level and negatively. In addition, when the opinions of the participants are examined, it is understood that the guests do not believe that the hotels are actually as interested in the environment as they are claimed; they find the environmental concerns exaggerated and intended to mislead customers and do not intend to prefer to stay in environmentally sensitive hotels.