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Self/other oriented green experiential values: Measurement and impact on hotel-consumer relationship
Gupta A, Dash S,
Published in Elsevier
2019
Volume: 83
   
Pages: 159 - 168
Abstract

Green hospitality presents a unique servicescape that evokes socially/environmentally desirable behaviors. Multiple instances of greenwashing mandate that consumer trust in green services be built through meaningful experiences for positive consumer–hotel relationship. With limited research on trust-enthusing green experiences, this works uses a mixed-method approach and Holbrook’s experiential value framework as theoretical underpinning to measure green experiential value (GEV) composed of self-oriented (utilitarian/hedonic) and other-oriented (social/altruistic) values. Only self-oriented values are found as key enablers of trust and in turn, higher green brand equity and re-patronage intentions. A positive moderation effect of pro-environmental customer attitudes signifies the importance of creating positive green experiences for such customers to enhance trust.

About the journal
JournalData powered by TypesetInternational Journal of Hospitality Management
PublisherData powered by TypesetElsevier
ISSN0278-4319
Open AccessNo
Concepts (3)
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    Tourism
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    Leisure and hospitality management
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    Strategy and management