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This study aims to systematically review a total of 513 papers using experimental methods in hospitality and tourism research and then proposed new recommendations to address approaches that have been confusingly adopted or ignored in the current literature.

An extensive literature review was conducted. Together with critiques on previous studies, four recommendations were proposed to help carry out future experimental studies using more rigorous and exact approaches.

Multiple experimental studies can provide stronger evidence for theoretical arguments. Demonstration of the theoretical underlying mechanism using evidence based on mediation and moderating methods is required. The adoption of complementary methods can mitigate the generic weaknesses of experimental methods. In addition, enhancement of the realism of experiments is required to obtain stronger empirical evidence with internal and external validity.

This study proposes four constructive recommendations which help researchers to conduct future experimental design studies correctly. Valid and exact research outcomes can help practitioners to carry out new useful marketing strategies.

After reviewing 513 previous papers that used experimental design in the hospitality and tourism fields, this study proposes four new recommendations to facilitate a better understanding of experimental design. The original and innovative nature of this study will help future investigations to adopt more accurate statistical approaches.

This study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands.

In this study, the authors examined the effect of green brand authenticity on perceptions of well-being, customer engagement and approach behaviors toward green brands. For the quantitative empirical analysis, 352 samples were used. Green brand authenticity integrates quality commitment, heritage, uniqueness and symbolism as high-dimensional factors.

The study conceptualizes green brand authenticity as a multi-dimensional phenomenon with four dimensions: quality commitment, heritage, uniqueness and symbolism. The results showed that green brand authenticity has a positive effect on hotel guests’ perceived well-being and behavioral intentions. Interestingly, environmental values did not have a statistically significant regulatory role, while green behavior in everyday life had a partial regulatory role.

This study aims to develop and empirically test a conceptual model that depicts the function of green authenticity in explaining customer responses to green brands. The results and the theoretical framework proposed in this study provide significant insights for researchers and practitioners in the hotel industry.

Further than evaluating brand authenticity generally, this study evaluates the authenticity of a brand's environmental protection efforts. As a result of the empirical analysis conducted in this study, the green brand authenticity of a hotel had a positive effect on customers’ emotional and behavioral aspects. This finding provided valuable and meaningful insights for green hotels and hotel brand-related research.