Efectos de las prácticas verdes en la lealtad: propuesta de un modelo para el entorno hotelero colombiano
DOI:
https://doi.org/10.18046/j.estger.2021.160.4072Palabras clave:
prácticas verdes, confianza, satisfacción, lealtad, hotelesResumen
El propósito de este estudio fue analizar la incidencia de las prácticas verdes como impulsoras para generar confianza, satisfacción y lealtad en los huéspedes. Para ello, a partir de una muestra de 302 huéspedes de hoteles en Bogotá, Colombia, se estimó un modelo de ecuaciones estructurales a través de la regresión de mínimos cuadrados parciales. Los resultados obtenidos evidencian que las prácticas sostenibles contribuyen al aumento de la confianza y la satisfacción de los huéspedes, y que estas, a su vez, influyen positivamente en su lealtad hacia el hotel. Además, dichos resultados ponen de manifiesto que una comprensión más profunda del perfil de los turistas medioambientalmente responsables puede ayudar a los hoteles a diseñar un modelo de negocio amigable con el entorno natural.
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