Exploring the relationship between green hotel attributes, guest satisfaction and loyalty

Sustainability in tourism emerged as a critical issue for a long-term strategy of industry’s growth. The accommodation sector is responsible for roughly one-quarter of tourism GHG emission and, since decades, eco-friendly practices have been applied on a voluntary basis. The implementation of these practices is partly a consequence of consumers’ growing awareness toward environmental sustainability. Examining the results of a survey addressed to guests of an Italian hotel awarded with Legambiente Turismo Eco-label, the paper investigates the relationship between guest’s perceptions of hotel green attributes and their satisfaction and loyalty. Variance-based Structural Equation Modelling (SEM) has been employed to test hypothesis. Findings suggest that the environmental practices implemented by the hotel have a positive impact on guest overall satisfaction and loyalty. Moreover, results indicate that the staying at green hotels lead guests to develop a specific loyalty toward the whole range of hotels implementing green practices.