Original scientific paper
https://doi.org/10.1080/1331677X.2021.1875863
The importance of green practices for hotel guests: does gender matter?
Mihaela Simona Moise
Irene Gil-Saura
María Eugenia Ruiz Molina
Abstract
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
Bogota, 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.
Keywords
Green practices; image; trust; satisfaction; hotels; gender
Hrčak ID:
301670
URI
Publication date:
31.12.2021.
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