The impact of green practices in coastal tourism: An empirical investigation on an eco-labelled beach club |
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| Institution: | 1. Roma Tre University, Department of Business Studies, Via Silvio D’Amico, 77 – 00145, Roma, Italy;2. College of Hospitality and Tourism Leadership, University of South Florida - Sarasota-Manatee, Sarasota, FL, USA;1. Department of Business and Accounting, Faculty of Economics and Business Administration, Universidad Nacional de Educación a Distancia (UNED), Paseo Senda del Rey, 11, 28040 Madrid, Spain;2. Department of Business and Accounting, Faculty of Economics and Business Administration. Universidad Nacional de Educación a Distancia (UNED), Paseo Senda del Rey, 11, 28040 Madrid, Spain;1. Department of Service Management, Box 882, 25108 Helsingborg, Sweden;2. School of Business and Economics, Linnaeus University, 391 82 Kalmar, Sweden;3. International Chair in Ecotourism, Griffith University, Australia;1. Fox School of Business, Temple University, Philadelphia, PA, USA;2. Department of Tourism and Hospitality Management, Temple University, Philadelphia, PA, USA;3. Fritz Knoebel School of Hospitality Management, Daniels College of Business, University of Denver, Denver, CO, USA;4. The U.S.-Asia Center for Tourism & Hospitality Research, Professor and Washburn Senior Research Fellow, Department of Tourism and Hospitality Management, Temple University, Philadelphia, PA, USA |
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| Abstract: | The environmental impact of marine and coastal tourism is gaining the attention of firms, scholars and institutions. Coastal tourism facilities play a crucial role in the sustainable management of coastal tourism areas in Mediterranean countries. One way by which tourism facilities can preserve these resources is to adopt on a voluntary basis the ecolabels, which ensure compliance with specific environmental performance criteria. The research presents the results of a survey addressed to the guests of an ecolabel-awarded Italian Beach Club. In order to reduce a research gap in the context of coastal tourism, the aim is to evaluate how guests perceive the green practices implemented by the Beach Club and to test if they significantly influence guests’ satisfaction and loyalty. Partial Least Square Structural Equation Model (PLS-SEM) was employed to test a series of research hypotheses. Findings show that (a) guest environmental concern positively influences guest attitude toward green practices and guests’ evaluation of green practices; (b) guest environmental concern isn’t a significant antecedent of guest satisfaction; (c) guest attitude toward green practices positively influences the evaluation of green practices; (d) guest attitude towards green practices doesn’t influence guest satisfaction and loyalty; (e) the performance of Beach Club green practices positively influences guest satisfaction and loyalty toward the Beach Club; (f) customer satisfaction is a significant antecedent of guest loyalty. Research findings are relevant for practitioners, as beach club green practices are positively recognized by guests that consider them as part of the service quality, showing that environmental commitment plays a significant role in generating added value for coastal tourism. |
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| Keywords: | Coastal tourism Beach club Green practices Ecolabel Behavioral intention PLS-SEM |
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