Exploring the relationship between green hotel attributes, guest satisfaction and loyalty

Sustainability in tourism emerged as a critical issue for a long-term strategy of industry’s growth. The accommodation sector is responsible for roughly one-quarter of tourism GHG emission and, since decades, have been... [ view full abstract ]

Sustainability in tourism emerged as a critical issue for a long-term strategy of industry’s growth. The accommodation sector is responsible for roughly one-quarter of tourism GHG emission and, since decades, have been applying eco-friendly practices on a voluntary basis. The implementation of these practices is partly a consequence of consumers’ growing awareness toward environmental sustainability. Examining the results of a survey addressed to guests of an Italian hotel awarded with Legambiente Turismo Eco-label, the paper investigates the relationship between guest perceptions of hotel green attributes, guest satisfaction and loyalty. Variance-based Structural Equation Modelling (SEM) has been employed to test hypothesis. Findings suggest that the environmental practices implemented by the hotel have positive impact on guest overall satisfaction, loyalty. Moreover, results indicate that the staying at green hotel lead guests to develop a specific loyalty toward the whole range of hotels implementing green practices.