Experiential Value, Overall Image, Revisit Intention, and Willingness to Pay a Premium in the Context of Environmentally Certified Hotel Restaurants: The Moderating Effect of Environmental Consciousness

Ju-Hee Ko, Hee-Seog Kang and Jung-Woon Seo ()
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Ju-Hee Ko: Department of Hotel and Tourism, Hanyoung University, Yeosu 59720, Republic of Korea
Hee-Seog Kang: Link 3.0 Project Group, Uiduk University, Gyeongju 38004, Republic of Korea
Jung-Woon Seo: Department of Hotel and Foodservice Management, Cheongju University, Cheongju 28503, Republic of Korea

Sustainability, 2023, vol. 15, issue 17, 1-16

Abstract: This study applies experiential value and overall image to identify antecedents of customers’ behavioral intention (revisit intention and willingness to pay a premium) toward environmentally certified hotel restaurants (ECHRs). Data from 391 individuals who responded that they had already visited at least one of three selected ECHRs of five-star hotels in South Korea were analyzed. The results show that playfulness had the greatest positive influence on the overall image of ECHRs, followed by service excellence and consumer return on investment. However, aesthetics had a negative effect on the overall image. Moreover, overall image was found to positively influence revisit intention and willingness to pay a premium. Thus, playfulness, service excellence, and consumer return on investment are important for inducing customers’ revisit intention and willingness to pay a premium in ECHRs. In addition, the moderating roles of environmental consciousness on the associations of overall image with revisit intention and with willingness to pay a premium were confirmed. The research design and results contribute to the literature on eco-friendly restaurants in the hospitality industry. Therefore, the theoretical framework verified in this study can be used as a basis for customer experience research on eco-friendly restaurants in hotels.

Keywords: environmentally certified hotel restaurant; experiential value; overall image; behavioral intention; environmental consciousness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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