Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2022.2106274
‘Green’ practices and value co-creation: does guest culture make a difference?
María Eugenia Ruiz-Molina
Irene Gil-Saura
Mihaela Simona Moise
Antonio Marín-García
Sažetak
In an increasingly competitive environment, many hotels have
implemented sustainable practices and have actively involved the
guests in the generation of unique experiences through the value
co-creation process. In this sense, this paper aims at analysing the
impact of ‘green’ practices and value co-creation on hotel image,
guest trust, satisfaction, and loyalty, and to assess the moderating
role of culture, conceived as related to guest nationality. To test
the model, a quantitative method based on a sample of 611
guests from Spain and Colombia was used. Our results indicated
that there are significant differences based on the guests nationality
regarding the effects of value co-creation and image on
trust, image on satisfaction, and satisfaction on loyalty. These findings
will allow hotel management to have a better understanding
of tourists when designing their corporate strategies.
Ključne riječi
‘Green’ practices; value co-creation; image; trust; satisfaction; loyalty
Hrčak ID:
306622
URI
Datum izdavanja:
30.4.2023.
Posjeta: 191 *