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This study aims to examine the effectiveness of sustainability communication on social media. More specifically, the effects of message appeal (sensual vs guilt) and message source (hotel vs social media influencer [SMI]) on perceived environmental corporate social responsibility and the intention to stay at the eco-friendly hotel were examined.

Three studies using the experimental design were carried out. Study 1 examined the relationship between message appeal (sensual vs guilt), perceived environmental social corporate responsibility and the intention to stay at the eco-friendly hotel when the hotel posts sustainability messages on social media. Study 2 replicated Study 1 findings when the SMI posts sustainability messages. Study 3 examined the moderating role of message source (hotel vs influencer) in the effects of message appeal (sensual vs guilt) on behavioral intentions.

Sustainability messages with the sensual (vs guilt) appeal are more persuasive when the eco-friendly hotel (vs SMI) posts it on social media. Furthermore, the traveler’s perception of the hotel’s environmental corporate social responsibility mediates this relationship.

This study extends the literature on sustainability communication by demonstrating the role of message source and message appeal in influencing the traveler’s perceptions and intentions toward eco-friendly hotels.

According to the study findings, eco-friendly hotels can motivate travelers to make pro-sustainable choices by accurately matching the message appeal with the message source in the sustainability communication on social media.

This study is one of the earliest studies that examine the congruency effect of message appeal and message source for sustainability communication on social media in the hospitality realm. The findings offer novel insights for eco-friendly hotels to develop effective sustainability communication on social media.

This study aims to explore the components of eco-service quality at hotels and to cluster hotel customers based on their eco-service quality perceptions.

A quantitative research approach was adapted, and a survey study was performed on Russian tourists staying at the hotels located in Antalya, Turkey. Factor analysis results showed that the eco-service quality variable contains the dimensions of equipment, practice and staff and food. These factors were used to cluster hotel customers, and two groups were obtained as sensitive customers to eco-services and apathetic customers to eco-services. Cluster-based differences were identified by a series of cross-tabulations and regression analyses.

Some socio-demographic and travel choice-related differences were obtained between the customer groups. The results of regression analyses showed that the most important determinant of sensitive customers' overall satisfaction was equipment, which was followed by staff and food and practice. The only significant determinant of apathetic customers' overall satisfaction was equipment.

Hotel customers, who have different socio-demographic characteristics, are identified to have also distinct perceptions on the quality of eco-friendly equipment or services. Hence, hotel managers are suggested to develop proactive and value-generating environmentally friendly practices that appeal to different market segments. However, hotel managers should decide on prior areas and prefer low-cost options when “going green”, as some customer-groups do not notice such efforts.

From the theoretical point of view, this study is original in showing the dimensional structure of the eco-service quality construct and the impact of each dimension on hotel customers' overall satisfaction. Both theoretically and practically, the findings offer valuable implications about the behavioural tendencies of Russian tourists towards eco-hotel practices.

The purpose of this paper is to explore the structural relationship between green persistence intentions and their seven drivers – green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love and green need for cognition in a green hotel context.

The data used in this study were based on a sample of 589 customers staying at one green hotel in New Taipei City of Taiwan. The predicted relationship was tested using the structural equation modeling and the hierarchical regression analysis.

The results indicate that green perceptual evaluation, green co-creation and green experiential memorability influence green experiential satisfaction. Green passionate love is influenced by green experiential satisfaction. Green need for cognition moderates the effect of green experiential satisfaction on green persistence intentions. Green persistence intentions are influenced by green experiential satisfaction and green passionate love.

To increase green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love, green need for cognition and green persistence intentions, the study findings will help green hotels to develop and implement market-orientated product and/or service strategies.

This paper provides data that lead to a better understanding of the relationships among green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love, green need for cognition and green persistence intentions in a green hotel context.

Green management initiatives are an influential factor for forward-thinking corporations across the globe. Human resource (HR) practitioners find incorporating sustainable development into HR practices a significant challenge, but green initiatives enhance environmental quality. This study aims to analyze the impact of green human resources management (GHRM) practices on hotel environmental performance (HEP) by incorporating environmental knowledge (EK) and individual green values (IGV) as a moderator.

The software Smart PLS has been used for data analysis, and partial least square-structural equation modeling has been used to assess measurement and structural models. Data was gathered from 329 white-collar employees of Pakistan’s guest service hotels.

The results reveal that GHRM practices positively correlate with employees’ affective commitment (EAC) and eco-friendly behavior. Also, employees’ eco-friendly behavior increases HEP, but EAC shows an insignificant association. Moreover, EK does not strengthen the relationship between GHRM practices and EAC and eco-friendly behavior. However, IGV strengthen the relationship between affective commitment and HEP.

The research suggests that management should embrace GHRM practices for better environmental performance. Hotels should ensure that all GHRM attributes, such as green recruitment, training and compensation, are rightly executed. They can help acquire and retain committed and eco-friendly employees whose environmental values and objectives are compatible with the organization.

It will provide insight into the role of the GHRM in fostering EAC and eco-friendly behavior that, in turn, influence environmental performance. Also, the theory of social identity has been incorporated to inspect employees’ behavior along with the moderating role of EK and IGV. It is crucial to understand two essential aspects in a developing country like Pakistan so that the hospitality sector can implement them efficiently in the future: how hotels protect the environment through their green practices and whether employees of a developing country depict eco-friendly behavior and affective commitment on the basis of GHRM.

The aim of this research, which is based on a literature review and bibliometric analysis, is to reveal the development of green technologies in hotels, based on the articles published in tourism and hospitality journals between 1999 and 2020.

Based on five conditions and five databases, 64 journal papers were retrieved and reviewed. Among the surveyed publications pertinent to the eco-friendly/green technology practices at hotels, the majority focus was on the need for eco-friendly/green technology practices at hotels and the schemes implemented to achieve sustainable development.

The research findings especially from the last decade report that today's guests generally prefer green hotels based on their increased awareness of environmental degradation and an ever-growing need for conservation and sustainability.

The environmental responsibility which is inherent in the hospitality and tourism industry due to the environmental burden generated by the combined effect of both industries on Mother Earth, brings forth a substantial sense of commitment on the part of hotel companies. In that regard, a set of corporate initiatives in the form of green technology practices are implemented by hotels, toward the development of new product and service offerings, management of processes and corporate policy formation.

This research focuses on green technologies aimed at sustainability in the field of accommodation and tourism, consisting of a systematic literature search on the subject. It is important in the way that it provides a general overview to researchers in terms of the theoretical implications of green technologies while also offering a road map with respect to green technology applications to the practitioners of the field.

Environmental awareness has significant impact on hotel selection. As hotel customers’ become more ecologically conscious tend to prefer hotels that have environmental policies in place. The purpose of this paper is to examine customers’ perceptions of what a green hotel should do or should be and exploring intentions to choose a green hotel.

An empirical research study was conducted using an online survey. The questionnaire used investigates what a green hotel should do or should be environmental concerns, eco-friendly attitudes, eco-friendly activities, awareness, overall image, intention to pay more and intention to visit a green hotel. In total, 159 completed and usable questionnaires were received.

Findings reveal that potential customers’ are highly environmentally conscious. However, they are not fully aware about green hotels and do not always intent to visit a green hotel, or are willing to pay more.

Hotel customers’ perceptions towards intention to visit a green hotel are different among various ages and geographic locations. Thus, the study focuses on perceptions of Generation Y in Greece. Hotel managers should be aware of customers’ buying behaviour towards green practices and communicate more, green hotel practices.

The present study aims to explore the influence of green marketing functions (green activities, corporate communication of green activities and green image) on corporate image in the hospitality sector. Further, the study tries to explore the consumer’s intention to visit the hotels practicing green marketing.

Using snowball sampling approach, a total of 220 usable responses were obtained from the consumer via an internet survey. Data were analyzed using structural equation modeling to evaluate the strength of relationship and model fit.

The findings show that green/eco-friendly activities and green image significantly influence the corporate image of the hotel, which in turn results into significant positive impact over consumer’s intention to visit the hotel. No significant influence of corporate communication of green activities on corporate image of the hotels was found, which may be because of the low level of communication of green practices by the hotels in India.

The findings offer insight to the managers regarding the impact of green marketing practices adopted by the hotels on their corporate image which in turn results into increased visit/revisit intention.

The study deals with the topic “the influence of green marketing on corporate image”, which has received scant attention by researchers. The paper attempts to provide empirical evidence in this area. The study yields several implications that can be helpful for managers while devising green marketing strategies for the hospitality sector. The study is among the initial studies exploring the influence of green marketing on corporate image in the Indian context.

The purpose of this study is to elucidate how green value influences potential green hotel customers’ propensity to choose green. Studies on green hotels emphasized environmental and financial benefits that conventional hotels do not provide to society or the companies. However, these benefits may not be the ones that resonate best with its potential customers. Besides, given the characteristics of green products, it is also important to point out how customers perceive green-related costs.

A pilot test was conducted in three universities and then an anonymous questionnaire was randomly administered to Korean passengers at the Incheon International Airport. Exploratory factor analysis and structural equation modeling were the primary methods of data analysis.

Four dimensions for perceived green benefits and three dimensions for perceived green costs emerged: functional, emotional, social and epistemic benefits; and monetary, explicit and implicit costs. Environmental concern influenced perceived green benefits positively and perceived green costs negatively, while its relationship with purchase intention was insignificant. Perceived green benefits was not a significant predictor of purchase intention, but perceived green costs was, and it partially mediated the effect of environmental concern on purchase intention. Functional and emotional benefits as well as monetary and explicit costs were significantly associated with purchase intention.

This study has only investigated customer perceived value of a green hotel stay in the pre-purchase stage, and hotel brand level was not taken into consideration. Besides, convenience sampling of Korean respondents only may limit the generalizability of the research findings.

Research findings help to explain the inconsistency between eco-friendly attitude and green purchase intentions. Managers may understand the importance of developing customers’ green awareness and how to market the green value to them.

Few researches have focused on the role of customer perceived value in explaining true behavioral change of green hotel guests. The current study may be the first attempt to incorporate the social exchange theory into the conceptual model, and extend the knowledge of perceived value in this specific green context by not only emphasizing multi-dimensional perceived green benefits and perceived green costs but also incorporating a situational factor of environmental concern.

Hotel servicescapes have been extensively examined in the literature; however, there has been less attention on green servicescapes that attract consumers to visit green hotels. This model explores the relationship among green servicescapes – green items, green surfaces, natural environment, green consumerism and their outcomes, including intentions to return and green evangelism with a moderating role of green perceived quality.

The multi-wave method was utilized to gather data from China's major cities, Beijing and Shanghai. A total of 462 responses were received over three waves. Subsequently, the data were analyzed employing structural equation modeling (SEM) in Smart PLS 4.

The findings indicated that green servicescape – green items, green surfaces and natural environment – have a positive impact on green consumerism. The authors have discovered that green consumerism leads to positive intentions among consumers to return and engage in green evangelism. Green perceived quality significantly moderated the relationship between green servicescape and green consumerism.

The study offers insightful contributions to academia and managerial fields, encompassing consumer psychology, consumer behaviour, the stimulus-organism-response (SOR) framework and servicescapes. Additionally, it assists hotel managers in addressing challenges stemming from the competitive environment and creating a more environmentally friendly atmosphere.

The research focused on the innovative reflective model of green consumerism model and adopted a pioneering approach to examine green servicescapes within the hotel industry. This study enhances understanding of consumer intentions to return and the influence of green consumerism on green evangelism, while also quantifying the significance of green perceived quality.

Green hospitality studies have not adequately focused on the diffusion of eco-innovative hotels amongst visitors. This study aims to fill this gap by identifying green hotel attributes that influence visitors’ adoption of eco-friendly hotel and their intentions to partake in green initiatives.

The paper uses a mixed-method approach to explore the drivers of customers’ green hotel adoption and consumption. In the qualitative phase, data were collected via 20 open-ended interviews and analyzed to derive a measurement scale. The scale was then tested through a survey comprising 500 respondents using structural equation modelling.

The study results elucidate how guests’ visit intentions and green consumption behavior is built through their perception of newness and uniqueness of eco-innovative attributes. Findings shed light on how green hotel’s sustainable communication and corporate social responsibility outreach efforts positively influence guest visit intentions.

Study results reveal perceived eco-innovativeness as an important antecedent of visit intentions. Based on guest’s preferences, green hotels striving to increase its visitors’ base could begin by expanding their eco-innovative attributes.

Contrasting previous studies that have exclusively used the theory of planned behavior constructs, this study argues that diffusion of innovation constructs also offer valuable insights into guests’ visit intentions. While existing studies have covered limited number of eco-innovative attributes, this study adds to the literature by presenting a comprehensive set of attributes including trustworthiness of communication and observability of its social impacts.