The effects of hotel green business practices on consumers’ loyalty intentions: an expanded multidimensional service model in the upscale segment

Abstract

Purpose This study aims to present and empirically examines an expanded service model that incorporates green hotel practices together with a multidimensional/higher-order measurement model of service quality, as well as perceived value and satisfaction, to examine the relationships among these variables and hotel consumers’ loyalty/behavioral intentions (BI). Design/methodology/approach The model was examined using partial least squares structural equation modeling (PLS-SEM) using data gathered in August 2018 from 200 surveys completed by UK subjects who stayed at upscale European hotels. Findings The results of PLS-SEM found that hotel service quality has a direct and positive effect on perceived value, satisfaction and BI. There is also an indirect effect of service quality on BI through perceived value and satisfaction, while green practices only had a direct effect on perceived value, not satisfaction or BI. Research limitations/implications This study offers new insights into the network of causal relationships among determinants of hotel consumers’ BI. The results offer hotel operators a better understanding of specific green practices and service quality attributes they can use to more favorably influence consumers’ intentions to revisit the property and recommend them through positive word-of-mouth. Originality/value This research is particularly relevant in today’s reality characterized by travelers’ growing concern for green issues and business’ responsibilities toward the environment. Moreover, unlike previous studies, this study assumes a multidimensional scheme for service quality, further enhancing the understanding of hotel consumers’ BI relationships.

Impact of Green Attributes on Revisiting Intentions of Tourists in Sri Lankan Hotels: The Mediating Effect of Overall Satisfaction

“…Miththapala et al 2013 (Assaker, 2020). These research findings provide the background for the hypothesis, which proposes;…”

“…González-Rodríguez et al (2020) found that some cognitive processes might affect customers' willingness to pay more for staying in hotels concerned about the environment. Based on a study in the UK and upscale European hotels, Assaker (2020) has stated that green practices and service quality influence revisiting intentions. When reviewing global literature, several factors contributing to tourists' behavioral intention in the hotel industry can be found.…”

“…Karavasilis et al (2015) examined reducing waste and pollution as green practices a hotel must be adopted. Towel reuse policies, linen reuse policies were identified as an environmental practice by Assaker (2020). The following hypothesis can be proposed based on the above studies.…”

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

“…However, the authors also indicated that this relationship influences less consumer behavior. Assaker, G. [3] affirms that there is a relationship between the green image of hotels and behavioral intentions, precisely, the intentions for developing word of mouth communication strategies or repeated purchases. In this context, we propose the first research hypothesis: Hypothesis 1 (H1).…”

“…Simultaneously, it does not prevent them from worrying about environmental sustainability, integrating different actions and strategies for improving the overall situation, and until it becomes a corporate value of these companies. Similarly, in recent years there has been a growing concern among consumers for environmental preservation and responsible consumption [3,4]. In this context, hotel consumers show a positive attitude towards green hotel practices, which motivates hotels to continue working to improve their environmental impact performance [5][6][7].…”