All that glitters is not green: Creating trustworthy ecofriendly services at green hotels |
| |
| Affiliation: | 1. Bogatchi Cholcoates, New Delhi, India;2. Indian Institute of Management, NOIDA Campus, U.P., India;3. Indian Institute of Management, Indore, M.P., India;1. Taylor’s University Lakeside Campus, Faculty of Hospitality, Food & Leisure Management, 1, Jalan Taylors, 47500, Petaling Jaya, Selangor, Malaysia;2. Institute of Education, Far Eastern University, Nicanor Reyes Sr St, Manila, Sampaloc, Philippines;1. Food Biz. Lab, Program in Regional Information, Seoul National University, Gwanak-gu, Seoul, 151-742, Republic of Korea;2. Tourism Industry Data Analytics Lab (TIDAL), College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul, 143-747, Republic of Korea;3. Graduate School of Pan-Pacific International Studies, Kyung Hee University, Yongin-si, Gyeonggi-do, 446-701, Republic of Korea;1. Institute of Management Technology- Hyderabad, Shamsabad, Ranga Reddy District, 501218, Telangana, India;2. Nottingham University Business School, University of Nottingham Ningbo China, 199 Taikang East Road, Ningbo 315100, China;3. Department of Marketing, Griffith Business School, Gold Coast Campus, Griffith University, QLD 4222, Australia;1. Departamento de Dirección de Empresas e Historia Económica, Universidad de La Laguna, Spain;2. Departamento de Economía, Contabilidad y Finanzas, Universidad de La Laguna, Spain;3. Universidad de La Laguna, Instituto Universitario de Empresa (IUDE), Apartado 456, La Laguna, 38200, Spain;1. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747 South Korea;2. School of Hotel and Tourism Management, Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;3. College of Economics, Can Tho University, 3/2 Street, Can Tho City, Vietnam;4. Department of International Tourism, Dong–A University, 1 Bumin–dong (2 Ga), Seo–gu, Busan 602-760, South Korea |
| |
| Abstract: | While there is much emphasis on authentic green practices, there is rising concern about the common practice of "greenwashing" or unsubstantiated claims about good environmental policies. Consequently, tourism businesses need to provide tangible evidences to create trust in their green claims. This paper, building on a sequential mixed method approach of data collection, proposes a potential green service encounter (GSE) framework by which hotel management can reassure customers and secure long-term patronage. Moderating role to two key contextual variables, travel purpose and environmental values of travelers, is investigated. Practical implications indicate that hotels should offer guests opportunities for enhanced involvement in GSE that help build consumer trust. The trust building process is dependent on a traveler's environmental values but independent of trip purpose. The GSE framework conceptualization included interviews with 25 green hotel guests and a panel of experts while empirical validation involved a sample of over 500 respondents. |
| |
| Keywords: | Green service encounter Travel purpose Environmental values Trust Re-patronage intention |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
