The travel and tourism industry has experienced significant growth over the past decade, with an increasing number of international travelers. However, the negative impact of unrestrained tourism on the environment and local communities is a growing concern. This study aims to explore the role of hotel websites and public relations (PR) efforts in influencing customer purchase intentions in the context of green tourism and emotional value. The study focuses on Millennials and Gen Z as the target audience and surveyed 160 respondents globally.

The findings reveal that a green tourism image does not directly correlate with purchase intention, as brand image and reputation have a stronger influence on organizational customers. However, emotional value positively influences purchase intention, as modern hotel guests seek memorable experiences. The study also examines the mediating role of green tourism's image and emotional value. Green tourism image does not mediate between hotel website quality and purchase intention, as it does not positively correlate with purchase intention. Emotional value successfully mediates between PR efforts for the local community and purchase intention, emphasizing the importance of emotional storytelling in PR campaigns.

This study contributes to the understanding of the factors influencing customer purchase intentions in the hotel industry, specifically in the context of green tourism and emotional value. Hoteliers can utilize these findings to improve their strategies, promote sustainable practices that resonate with environmentally conscious customers, and create meaningful connections with them.

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