| dc.description.abstract | Aims: The study aims to investigate the influence of green practices (GP) in hotels on consumer perceptions and behaviors, specifically examining how GP factors
affect customer satisfaction, positive mood, and intention to recommend the hotel through word-of-mouth. Design & Methodology: The research methodology
involves a quantitative approach, utilizing surveys and data analysis to examine the relationships between GP factors and guest behaviors. The study sample
consists of individuals who have experienced green services in hotels in Vietnam, with data collected through online and offline surveys. After approximately eight
weeks of data collection, a total of 591 response documents were gathered to fulfill the sample target requirement for data analysis. The research methodology
involves a quantitative approach, purposive sampling technique and structural equation model design. The data analysis utilizes PLS-SEM via SmartPLS 3.0 to
evaluate relationships put forth in the research model. Results: The research findings indicate that certain GP factors have a significant direct positive influence
on customers' word-of-mouth behavior after their experience at a hotel. Specifically, factors like energy conservation, recycling and reuse, and green physical
environment design were found to impact customers' intentions to recommend the hotel through word-of-mouth. The study also examined the mediating effects of
variables like green satisfaction on the relationship between GP factors and customer behavior. Conclusion: The analysis provides insights into how
environmentally sustainable practices in hotels can influence customer perceptions and behaviors, with implications for the hospitality industry. Overall, the
research aims to contribute to the understanding of how environmentally sustainable practices in hotels impact consumer behavior and satisfaction, with a focus
on the Vietnamese hospitality industry | en_US |
