Circular Economy for Climate Adaptation in Hotels: Explaining Managers’ Adoption Intentions through Protection Motivation Theory

Taheri Azad, Fatemeh; Tabataba&amp, Seyed Mohammad; Rastegar, Raymond

doi:10.22054/tms.2026.95072.3252

Circular Economy for Climate Adaptation in Hotels: Explaining Managers’ Adoption Intentions through Protection Motivation Theory

Articles in Press

Document Type : Research Paper

Authors

Fatemeh Taheri Azad ¹

Seyed Mohammad Tabataba&amp ²

Raymond Rastegar ³

¹ PhD Student in Business Management-Marketing, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran

² Associate Professor /Business Managment, managment faculty, Yazd University. Yazd, Iran

³ Department of tourism, Sport and Hotel management, Griffith University, QlD, Australia

10.22054/tms.2026.95072.3252

Abstract

This study investigates hotel managers’ intentions to adopt circular economy practices in response to climate-related operational risks using Protection Motivation Theory (PMT). Data from 166 senior managers of three- to five-star hotels in five Iranian cities were analysed using partial least squares structural equation modelling (PLS-SEM). Stronger threat appraisal was associated with more favourable coping appraisal, which was, in turn, associated with adoption intention. The direct association between threat appraisal and adoption intention was positive but did not meet the prespecified significance criterion, whereas a significant indirect association through coping appraisal was observed. Climate risk information was positively associated with threat appraisal, while perceived coping incentives were not significantly associated with coping appraisal. The findings suggest that recognising climate-related threats alone may be insufficient unless managers view circular practices as effective, feasible, and manageable. The study demonstrates the relevance of PMT to organisation-referent climate-adaptation appraisals and adoption intentions in hotels.

Keywords

Circular economy

Climate risk perception

Protection Motivation Theory

Threat appraisal

Coping appraisal

Subjects