Green hotel servicescape: attributes and unique experiences

ABSTRACT

The relationship between green hotel service attributes and consumption experiences remains unclear in the extant research, especially in the context of emerging economies such as India. This work uses a multi-method approach that combines in-depth interviews, word association and two-stage empirical validation to propose a three-dimensional framework for measuring a hotel’s green servicescape, composed of atmospherics, motifs and human encounters. Individual effects of each green servicescape sub-dimension on those of green experiential values, namely utilitarian, emotional, social and altruistic values, are examined. The results reveal interesting findings, some counterintuitive, which are expected to create new insights for academicians and practitioners alike.