Why do hotels go for sustainable practices? Eliciting the behavioral intentions of mid-market hotel guests

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2024-08-12 DOI:10.1177/13567667241268663

Arun Aggarwal, Santosh Malkoti, Anjali Xess, Ishani Sharma, Amit Mittal

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引用次数: 0

Abstract

This research endeavors to analyze the impact of sustainability practices (SP) on the revisit intentions (RVI) and recommendation intentions (RCI) of young professionals staying in budget hotels through the mediating effect of guest comfort (GC). The study also examines the moderating role of technology readiness (TR) of the guest on the proposed relationships. Data were collected from 505 young Indian professionals working in service sectors located in Chandigarh Tri-city and Delhi NCR (India) and who travel for work and stay at mid-priced hotels. The structural equation modeling (SEM) technique was used to analyze the proposed hypotheses. The results show that SP has a positive impact on GC, RVI, and RCI. Further, GC has positive impact on RVI and RCI. The results also show that TR moderates the relationship between SP and GC. Finally, the relationship between GC and RCI is also moderated by TR. Customers’ RVI and RCI are not only created when hotels incorporate SP but also when the degree of GC is not compromised but enhanced. In this way, it is recommended that managers carefully use the SP as an important tool to raise the level of GC. The study reveals that young professionals tend to have strong RVI and RCI toward such hotels, which have implemented technology and SP in the hotel operations while maintaining the GC level. In this sense, the SP implemented by the hotels acts as a strategic tool in the creation of GC, RVI, and RCI.

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为什么酒店要采取可持续做法？激发中端市场酒店客人的行为意向

本研究试图通过宾客舒适度（GC）的中介效应，分析可持续发展实践（SP）对入住经济型酒店的年轻专业人士的再次光顾意愿（RVI）和推荐意愿（RCI）的影响。研究还探讨了客人的技术准备程度（TR）对上述关系的调节作用。研究收集了 505 名印度年轻专业人士的数据，他们在印度昌迪加尔三城和德里 NCR（印度）的服务行业工作，因工作需要出差并入住中等价位的酒店。研究采用结构方程模型（SEM）技术对提出的假设进行分析。结果显示，SP 对 GC、RVI 和 RCI 有积极影响。此外，GC 对 RVI 和 RCI 有积极影响。结果还显示，TR 调节了 SP 和 GC 之间的关系。最后，GC 和 RCI 之间的关系也受到 TR 的调节。顾客的 RVI 和 RCI 不仅是在酒店采用 SP 时产生的，而且是在 GC 的程度不仅没有降低反而有所提高时产生的。因此，建议管理者谨慎使用 SP，将其作为提高 GC 水平的重要工具。研究显示，年轻的专业人士倾向于对在酒店运营中采用技术和 SP 同时保持 GC 水平的酒店有较强的 RVI 和 RCI。从这个意义上说，酒店实施的 SP 是创造 GC、RVI 和 RCI 的战略工具。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.