Do Green Practices in the Hotel Attract Customer to Revisit? A Study in a Green Hotel in Surakarta

Abstract

The Ministry of Environment of the Republic of Indonesia encourages sustainable tourism and hospitality industry to achieve green hotel and green tourism in 2020. Rumah Turi as one of hotel destinations in the middle of Surakarta has provided green practice and facilities in the hotel. This study intends to investigate the determinant factors of revisit intention to Rumah Turi. This study is conducted to hotel customers who have visited Rumah Turi. Sample of this study is 131 customers of Rumah Turi from various cities in Indonesia. Five independent variables, i.e. green practice, service quality, facility, price and location, are applied in this study to be identified of their influence to revisit intention. By implementing linear multiple regression analysis, it is found that this study unable to make evidence that service quality and price influence customer to have the intention to revisit Rumah Turi. However, by using moderated multiple regression analysis, this study has proven three models of the determinant factors of revisit intention. The first model (Model 3) is, the moderator of service quality to facility and the moderator of price to location, in addition to green practice have significantly influenced revisit intention. Second model is Model 4, where green service and service quality are the moderators of facility and price as the moderator of location have significantly influenced to revisit intention. Third model is Model 5, where service quality, price and green practice are the moderators of facility altogether with location have significantly influenced revisit intention.

Why Should Hotels Become More Environmentally Friendly? Does Gender Matter in Customer Feedback?

“…Therefore, a green hotel's brand and information have a large effect on customer loyalty. Previous research shows a strong link of customer satisfaction with intentions to revisit and word-of-mouth (Astuti et al, 2020;Azam et al, 2019;Chen et al, 2019;Gupta et al, 2023;Lee et al, 2019.;Ruan et al, 2022). However, the findings also demonstrate that the COVID-19 pandemic caused a significant impact on past research (Hassan et al, 2021;Ismagilova et al, 2021;Jian et al, 2020;Jones et al, 2020;Rehman et al, 2022;Yu et al, 2021).…”

“…Green practices exert a significant influence on visitors' willingness to return and to promote hotels to others (Chen, 2015;Gao et al, 2016). Loyalty to green hotels is found to be related to the likelihood of revisiting (Astuti et al, 2020;Azam et al, 2019;Chen et al, 2019;Gupta et al, 2023;Han et al, 2017;Lee et al, 2019;Merli et al, 2019;Riva et al, 2022;Ruan et al, 2022). Han et al (2017) also discovered that eco-friendly hotel activities, such as water conservation and waste management, boost hotel consumer loyalty.…”

Pricing Strategy for a Smart-Tourist Area: Does Location Matters?

“…With the rise of smart cities and technology integration in tourism, smart-tourist areas have gained attention as destinations that provide innovative and sustainable experiences for visitors [8,11]. These areas leverage technology to enhance the visitor experience, optimize resource management, and promote sustainability.…”

Implementation of green practices to improve the brand image of Nandini Jungle Resort & SPA Bali

“…It is because customers also care about the company's practices or behavior, not only care about the products (Wang et.al, 2021). Furthermore, the green practices will give an intention to the tourist to revisit the hotel (M. Moise et al, 2018), (Kim et al, 2015), (Astuti & Ermawati, 2020).…”