Search Results (3)

This study examines how Chinese tourists perceive the value of sustainable practices implemented in five-star hotels in Phuket, Thailand, through the lens of the perceived value theory and the service experience framework. While luxury hotels increasingly adopt green initiatives, research exploring how tourists evaluate these efforts across the full guest journey is limited. Addressing this gap, this study aimed to examine how attitudinally distinct tourist segments perceive sustainable practices across three service stages: pre-consumption, consumption, and post-consumption. A cross-sectional survey of 400 Chinese tourists was conducted, applying k-means clustering to segment respondents by sustainability attitudes, followed by multi-group structural equation modeling. Two segments emerged: environmentally engaged travelers and conventional comfort travelers. The results indicate that the emotional value dominates during the stay, the functional value drives pre-stay decisions, and the ethical/social value shapes post-stay reflections. Environmentally engaged tourists were more responsive to ethical and social cues. The findings highlight sustainability as a multidimensional, stage-specific construct moderated by guest attitudes. Theoretically, this research extends perceived value frameworks by mapping sustainability perceptions across the guest journey. Practically, it offers actionable insights for hotel managers seeking to design value-aligned green strategies and segmented communication. Tailoring sustainability initiatives to tourist profiles can enhance satisfaction, loyalty, and advocacy in the luxury hospitality sector. Full article

The use of personal mobility vehicles (PMVs) has increased, given the consumption characteristics of the population as well as the impact on the environment that other means of transport generate. In this work, the attitudinal factors associated with the use of PMVs are identified, making use of the theory of planned behaviour and a modified technological acceptance model. For the collection of information, a sample of 457 individuals was used. For the analysis of this information, a structural equation model was generated through SmartPLS 4. The results reveal that of the attitudinal factors associated with the use of these vehicles, green attitudes, perceived green value and loyalty stand out, with the latter being one of the latent predictive variables of the model, which is why feelings of enjoyment, usefulness generated and a perception of caring for the environment by PMV users have a greater influence on their loyalty to this type of green technology. Full article

Different studies have analysed how green marketing influences the sustainable image of tourist companies or have focused on the identification and engagement between these companies and their consumers. In any case, the question of how this process influences consumers’ behaviour in the hotel industry requires even more in-depth study, with the intention of explaining the changes that occur in the current consumer and how this affects the hotel industry. This study is useful to demonstrate that beyond the direct influence of green marketing on green word of mouth indicators there are other indirect influences which are represented by other mediating variables: green attitudinal loyalty and green trust. From the literature on green marketing and the conceptual approaches offered by the Hierarchy of Effects Model and the Associate Learning Principles, this study conducted an empirical approach using a structured questionnaire. The questionnaire responses, obtained from a sample of 238 hotel users, were analysed using a Structural Equation Modelling (SEM) to test the research hypothesis related to the positive influence of green marketing on green trust, green attitudinal loyalty, and green word of mouth. This research provides theoretical and managerial implications to help executives adopt green marketing strategies, thanks to their positive effects on consumers’ recommendations, both direct and indirect, through loyalty and trust. It is concluded that green marketing actions have a greater effect on their indirect relationship with word of mouth than on their direct relationship and that loyalty is the aspect with the highest influence regarding trust. Full article