Abstract

MOISE, Mihaela Simona; GIL-SAURA, Irene  and  RUIZ-MOLINA, María Eugenia. Effects of green practices on loyalty: proposal of a model for the Colombian hotel environment. estud.gerenc. [online]. 2021, vol.37, n.160, pp.425-438.  Epub June 23, 2021. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2021.160.4072.

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.

Keywords : green practices; trust; satisfaction; loyalty; hotels.

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