This study was aimed to explore concept, successful factors, barriers and limitations of environmental management of hotels and to analyze the realization and attitude of tourisms toward green hotel, including the relationship between realization, attitude and behavioral attitude. Data were derived from interview with entrepreneurs in 8 hotels and 50 tourisms, and 545 questionnaires for tourists in Chiang Mai Province. The result indicated that all hotels included their environmental policy as a part of their quality and service development policy as they realized the cost and image benefits of environmental management. Internal successful factors of environmental management consisted of executive policy and vision, organization structure and mechanism, endeavor leaders and staffs, and the stimulation of the sense of environment. External successful factors also included environmental law, green tourism trend, and hotel association. In contrast, barriers were management cost, inadequate staffs, turn overstaff, inattentive staffs and environmental cultivation of leaders and staffs. Communication and public perception about the environment, cost of requesting certification, and customer realization were also seen as limitations of environmental management.
However, participants suggested that hotel entrepreneurs should continue green hotel by improving physical environment, following their policy, improving the environmental knowledge of staffs, and stimulating environmental awareness of staffs. At the same time, Thai government should encourage public relations, training courses for entrepreneurs and staffs, knowledge sharing among hotels, green hotels standard according with size and context of each hotel, monitoring of environmental implementation, participation of government agencies in determining environmental standards, and incentives for hotel management. Green tourism. There are also several recommendations for green tourism promotion: educating about green tourism extensively, arranging a program of green tourism, enforcing environmental law, and stimulating environmental awareness in partners.In addition, tourisms were interested in green tourism, environment care in the community, and learning about community identity. The average of tourisms’ satisfactions in attitude, behavior control, subjective norm and motivation were good. In attitude, the highest average of satisfaction was that choosing green hotel service helped increase jobs and incomes. In behavior control, the highest average of satisfaction was the decrease in rubbish. In subjective norm, the highest average of satisfaction was participation in conservation with organization and learning community livelihoods.
The analysis of the relationship between realization of environmental value, attitude and behavioral attitude also indicated that: 1)the factor of environmental motivation – the weight of choosing green hotel was the highest weight (1.00) and the minor factor affecting the hidden factor was the requirement to help the community (MO2: 0.62), 2) the factor of attitude – the weight of choosing green hotel was 0.95 and minor factor affecting hidden factor was the requirement to account in environment and community (AT1: 0.94), 3) the factor of behavior control – the weight of choosing green hotel was 0.52 and the minor factor affecting the hidden factor was requirement to participate in saving electricity (BC2: 0.68), and 4) the factor of subjective norm – the weight of choosing green hotel was the highest weight (0.15) and the minor factor affecting the hidden factor was the increase in requirement to participate and share knowledge with other people for gaining insight about the importance of the wild and nature (SN1: 0.70).