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Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort

Departamento de Comercialización e Investigación de Mercados, Universitat de València, 46022 Valencia, Spain
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Sustainability 2020, 12(23), 9866; https://doi.org/10.3390/su12239866
Received: 22 October 2020 / Revised: 21 November 2020 / Accepted: 23 November 2020 / Published: 25 November 2020
(This article belongs to the Special Issue Brand Equity, Satisfaction and Word of Mouth)
Recently, great interest in value co-creation has been revealed among both academics and practitioners in the hotel sector. However, few studies are analyzing the consequences of co-creation behavior from the customer perspective in “green” (environmentally-friendly) hotels. This study explores the relationships between value co-creation and guest trust, satisfaction, and loyalty in the context of green hotels. Moreover, the role of trip purpose and generational cohort as moderating variables in these relationships is tested. The data are collected through a personal survey from 309 Spanish hotel guests, and the partial least square structural equation model (PLS-SEM) is employed to test the research hypotheses. The results of this study reveal that guest participation in the hotel’s process of value co-creation positively affects guests’ trust, satisfaction, and loyalty. Additionally, both trust and satisfaction are positively linked with customer loyalty. The findings here also suggest that only customers’ age moderates some of the relationships considered (i.e., trust–loyalty and satisfaction–loyalty). To practice, this study provides managerial implications to help hoteliers use value co-creation to develop competitive strategies that will generate more value for tourists due to the positive effects of these strategies on tourist trust, satisfaction, and loyalty. View Full-Text
Keywords: value co-creation; trust; satisfaction; loyalty; environmental-friendly hotels; trip purpose value co-creation; trust; satisfaction; loyalty; environmental-friendly hotels; trip purpose
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MDPI and ACS Style

Moise, M.S.; Gil-Saura, I.; Ruiz-Molina, M.-E. Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability 2020, 12, 9866. https://doi.org/10.3390/su12239866

AMA Style

Moise MS, Gil-Saura I, Ruiz-Molina M-E. Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability. 2020; 12(23):9866. https://doi.org/10.3390/su12239866

Chicago/Turabian Style

Moise, Mihaela S., Irene Gil-Saura, and María-Eugenia Ruiz-Molina. 2020. "Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort" Sustainability 12, no. 23: 9866. https://doi.org/10.3390/su12239866

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