The importance of green practices for hotel guests: does gender matter?

• Published in: Economic research - Ekonomska istraživanja Vol. 34; no. 1; pp. 3508 - 3529
• Main Authors: Moise, Mihaela Simona, Gil-Saura, Irene, Ruiz Molina, María Eugenia
• Format: Journal Article Paper
• Language: English
• Published: Pula Routledge 01.01.2021; Taylor & Francis Ltd; Taylor and Francis Group i Sveučilište Jurja Dobrile u Puli, Fakultet ekonomije i turizma Dr. Mijo Mirković
• Subjects: Developing countries; Economic theory; Environmental impact; Gender; Gender differences; Green practices; Hotels; Hotels & motels; LDCs; M10; M14; M21; satisfaction; Sustainable practices; trust
• ISSN: 1331-677X; 1848-9664
• DOI: 10.1080/1331677X.2021.1875863

Due to growing consumer awareness of environmental problems, more and more hotels have been developing green practices in response to the environmental concerns of their guests and improve their image. This study aimed to test a model for analyzing the incidence of green practices as drivers for generating positive hotel image and guest trust and satisfaction, evaluating the moderating role of guest gender in these relationships. Based on a personal survey of 302 guests at 3 and 4-star hotels in Bogotá, evidence was obtained for the positive relationship between sustainable practices and the variables considered, with certain differences depending on the gender of each guest. Thus, this study highlights the importance for hotels located in developing countries of implementing green practices, in order to improve their image and increase the degree of trust and satisfaction of their guests to maintain long-term relationships.