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

María Eugenia Ruiz-Molina, Irene Gil-Saura, Mihaela Simona Moise and Antonio Marín-García

Economic Research-Ekonomska Istraživanja, 2023, vol. 36, issue 2, 2106274

Abstract: 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.

Date: 2023
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DOI: 10.1080/1331677X.2022.2106274

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