PurposeTo respond to the environmental demands of consumers, more and more hotels are increasingly striving to implement sustainable practices to satisfy the requests of environmentally conscious consumers. This paper aims to propose and test the relationship between these “green” initiatives and functional value as perceived by tourists, guest satisfaction and intentions to revisit the hotel and to spread positive word-of-mouth (WOM).Design/methodology/approachA sample of 378 guests who stayed in a three- and four-star hotel was used. Structural equation modeling (SEM) was used to test the proposed relationships. Confirmatory factor analysis and structural equational modeling were used to test the proposed model.FindingsThe results of the data analysis indicated that the impact of “green” practices on perceived value, satisfaction, intention to revisit and WOM. In addition, the positive effects of functional value on guest satisfaction and WOM are also confirmed.Practical implicationsCustomers' revisit intention is not only created when hotels implement “green” practices, but also when the degree of customer satisfaction with the hotel increases. In this sense, managers are encouraged to pay more attention to environmental initiatives as an essential tool to increase the level of guests' satisfaction.Originality/valueThe study yields several implications that can be helpful for managers while devising green marketing strategies for the hotel sector. The results show that guests tend to develop greater levels of loyalty to a specific hotel when they are satisfied with the services offered by the hotel. In this sense, the environmental measures implemented by companies are a key strategic tool, given their essential role in the construction of perceived value, guest satisfaction as well as WOM and revisit intention.

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Recently, great interest in value co-creation has been revealed among both academics and practitioners in the hotel sector. However, few studies are analyzing the consequences of co-creation behavior from the customer perspective in “green” (environmentally-friendly) hotels. This study explores the relationships between value co-creation and guest trust, satisfaction, and loyalty in the context of green hotels. Moreover, the role of trip purpose and generational cohort as moderating variables in these relationships is tested. The data are collected through a personal survey from 309 Spanish hotel guests, and the partial least square structural equation model (PLS-SEM) is employed to test the research hypotheses. The results of this study reveal that guest participation in the hotel’s process of value co-creation positively affects guests’ trust, satisfaction, and loyalty. Additionally, both trust and satisfaction are positively linked with customer loyalty. The findings here also suggest that only customers’ age moderates some of the relationships considered (i.e., trust–loyalty and satisfaction–loyalty). To practice, this study provides managerial implications to help hoteliers use value co-creation to develop competitive strategies that will generate more value for tourists due to the positive effects of these strategies on tourist trust, satisfaction, and loyalty.

Due to growing consumer awareness of environmental problems, more and more hotels have been developing green practices in response to the environmental concerns of their guests and improve their image. This study aimed to test a model for analyzing the incidence of green practices as drivers for generating positive hotel image and guest trust and satisfaction, evaluating the moderating role of guest gender in these relationships. Based on a personal survey of 302 guests at 3 and 4-star hotels in Bogot a, evidence was obtained for the positive relationship between sustainable practices and the variables considered, with certain differences depending on the gender of each guest. Thus, this study highlights the importance for hotels located in developing countries of implementing green practices, in order to improve their image and increase the degree of trust and satisfaction of their guests to maintain long-term relationships.

Due to the growing awareness of consumers about the seriousness of environmental problems and the importance of environmental protection, more and more hotel companies have been developing green practices to respond to this environmental concern of customers. This paper proposes and tests the relationship between these "green" initiatives and the satisfaction of tourists and their intentions to return and their willingness to spread a positive word-of-mouth (WOM) of the hotel. In order to compare the hypotheses proposed, the methodology of the survey is used through a structured questionnaire based on the information provided by guests staying in 3 and 4-star hotels. The results show that there is a positive relationship between "green" practices and customer satisfaction, and in turn provides evidence of the effect of environmental measures, both direct and mediated through satisfaction, on the intention to return and the WOM developed by guests. Moreover, the motive of the trip plays a moderating role in the relationship between hotel “green practices” and guest satisfaction. Our work highlights the importance of the hotel companies' implementation of sustainable practices to meet the needs of their clients and the attainment of favourable attitudes towards their intention to return.