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© The Author(s) 2024. This work is published under http://creativecommons.org/licenses/by-nc-nd/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.

Abstract

Green transformation in the hotel industry represents an undeniable trend yet poses financial challenges, particularly in emerging economies. Expanding on the service quality-satisfaction-behavioral intention paradigm, this study investigates the influences of green emotional attachment, attitude towards green hotels, green image, green practice performance, word-of-mouth, guest satisfaction, functional value, and green experiential loyalty on green hotel premium payment. We collected 573 data points from China using purposive sampling. Partial least squares structural equation modeling was used to analyze the data. The findings revealed the positive effect of attitudes towards green hotels and green practices on guest satisfaction. The findings confirmed a positive correlation between guest satisfaction and willingness to pay a premium price for green hotels. This study also confirms the moderating effect of green experiential loyalty. Moreover, it recognizes gender, age, and income as partial moderating factors. These findings offer valuable insights into green hotel consumption research and assist practitioners in enhancing guest willingness to pay premiums and fostering sustainable industry development. The active implementation of strategies to boost guest satisfaction and willingness to pay premiums can further environmental conservation and support zero-carbon goals in the hospitality sector.

Details

Title
Predicting guest satisfaction and willingness to pay premium prices for green hotels
Author
Yang, Jin 1 ; Reza, Mohammad Nurul Hassan 2 ; Al Mamun, Abdullah 1   VIAFID ORCID Logo  ; Masud, Muhammad Mehedi 3 ; Rahman, Mara Ridhuan Che Abdul 1 

 Universiti Kebangsaan Malaysia, UKM—Graduate School of Business, Selangor Darul Ehsan, Malaysia (GRID:grid.412113.4) (ISNI:0000 0004 1937 1557) 
 UCSI University, Faculty of Business and Management, Kuala Lumpur, Malaysia (GRID:grid.444472.5) (ISNI:0000 0004 1756 3061) 
 University of Malaya, Faculty of Business and Economics, Kuala Lumpur, Malaysia (GRID:grid.10347.31) (ISNI:0000 0001 2308 5949) 
Pages
1487
Publication year
2024
Publication date
Dec 2024
Publisher
Palgrave Macmillan
e-ISSN
2662-9992
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
3124963522
Copyright
© The Author(s) 2024. This work is published under http://creativecommons.org/licenses/by-nc-nd/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.