'Green' practices and value co-creation: does guest culture make a difference?

• Published in: Economic research - Ekonomska istraživanja Vol. 36; no. 2
• Main Authors: Ruiz-Molina, María Eugenia, Gil-Saura, Irene, Moise, Mihaela Simona, Marín-García, Antonio
• Format: Journal Article Paper
• Language: English
• Published: Pula Routledge 2023; Taylor & Francis Ltd; Taylor and Francis Group i Sveučilište Jurja Dobrile u Puli, Fakultet ekonomije i turizma Dr. Mijo Mirković
• Subjects: 'Green' practices; Citizenship; Corporate strategies; Creation process; Culture; Economic theory; Hotels; Hotels & motels; Loyalty; Quantitative analysis; satisfaction; Sustainable practices; Tourism; trust; value co-creation
• ISSN: 1331-677X; 1848-9664
• DOI: 10.1080/1331677X.2022.2106274

In an increasingly competitive environment, many hotels have implemented sustainable practices and have actively involved the guests in the generation of unique experiences through the value co-creation process. In this sense, this paper aims at analysing the impact of 'green' practices and value co-creation on hotel image, guest trust, satisfaction, and loyalty, and to assess the moderating role of culture, conceived as related to guest nationality. To test the model, a quantitative method based on a sample of 611 guests from Spain and Colombia was used. Our results indicated that there are significant differences based on the guests´ nationality regarding the effects of value co-creation and image on trust, image on satisfaction, and satisfaction on loyalty. These findings will allow hotel management to have a better understanding of tourists when designing their corporate strategies.