How Nature-Based Solutions Enhance Hotel Guest Lotalty: A Serial Mediation Process Through Well-Being And Satisfaction

Abstract

This study aims to investigate the impact of hotel nature-based solutions (NBS) on hotel guest loyalty through the mediation of their well-being and satisfaction, especially in the context of Vietnam's hospitality industry. Consumer preferences in the hospitality industry have changed significantly over the last decade. Travelers today increasingly prioritize experiences that focus on fitness, health, and sustainability (Kim & Ritchie, 2020). Recent environmental behavior and public health literature has demonstrated the critical role that green spaces, both indoor and outdoor, play in enhancing people's mental and emotional well-being (Pietilä et al., 2015; Van den Bosch and Sang, 2017; Vujcic et al., 2017; Xu et al., 2018). However, little research has been done on how green physical environments, also referred to as nature-based solutions, affect customer loyalty, particularly in the hotel industry. Hence, this study tends to close this gap. This study used a quantitative approach by collecting data through online questionnaires. 287 valid responses originating from people who went to hotels at least once, were received. Partial least square structural equation modeling was performed through the SmaprtPLS software to test the proposed hypotheses. The results show that nature-based solutions have a significant positive effect on hotel guests' well-being perception. This directly contributes to increased guest satisfaction and, finally, leads to higher guest loyalty.