Efeitos das práticas verdes na lealdade: proposta de um modelo para o segmento hoteleiro colombiano
DOI:
https://doi.org/10.18046/j.estger.2021.160.4072Palavras-chave:
práticas verdes, confiança, satisfação, lealdade, hotéisResumo
O objetivo deste estudo foi analisar a incidência de práticas verdes como motivadores para gerar confiança, satisfação e lealdade nos hóspedes. Para isso, a partir de uma amostra de 302 hóspedes de hotéis em Bogotá, Colômbia, estimou-se um modelo de equação estrutural por meio de regressão de mínimos quadrados parciais. Os resultados obtidos mostram que as práticas sustentáveis contribuem para aumentar a confiança e a satisfação dos hóspedes, e que estas, por sua vez, influenciam positivamente a sua fidelidade ao hotel. Além disso, esses resultados mostram que um conhecimento mais aprofundado do perfil do turista ambientalmente responsável pode auxiliar os hotéis a traçar um modelo de negócio que respeite o meio ambiente.
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