Efectos de las prácticas verdes en la lealtad: propuesta de un modelo para el entorno hotelero colombiano

Mihaela Simona Moise; Irene Gil-Saura; María Eugenia Ruiz-Molina

doi:10.18046/j.estger.2021.160.4072

Authors

Mihaela Simona Moise Investigadora postdoctoral INNOMARK, Instituto de Investigación en Políticas de Bienestar Social - Polibienestar, Universitat de València, Valencia, España. https://orcid.org/0000-0002-8051-9229
Irene Gil-Saura Catedrática, Departamento de Comercialización e Investigación de Mercados, Universitat de València, Valencia, España. http://orcid.org/0000-0002-5758-0806
María Eugenia Ruiz-Molina Catedrática, Departamento de Comercialización e Investigación de Mercados, Universitat de València, Valencia, España. https://orcid.org/0000-0002-5307-7111

DOI:

https://doi.org/10.18046/j.estger.2021.160.4072

Keywords:

green practices, trust, satisfaction, loyalty, hotels

Abstract

The purpose of this study was to analyze the incidence of green practices as drivers to generate trust, satisfaction, and loyalty in guests. For this, from a sample of 302 hotel guests in Bogotá, Colombia, a structural equation model was estimated through the partial least squares regression. The results obtained evidenced that sustainable practices contribute to increasing the confidence and satisfaction of guests, which, in turn, positively influence their loyalty to the hotel. Furthermore, these results show that a deeper understanding of the profile of environmentally responsible tourists can help hotels to design an environmentally friendly business model.

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