PERCEPTIONS OF GREEN HOTEL PRACTICES AND THEIR IMPACT ON GUEST SATISFACTION
Keywords:
green hotels, guest satisfaction, hospitality industry, sustainability
Abstract
The aim of this paper is to examine how guests perceive green practices implemented in hotels and to analyze the extent to which these practices influence their overall satisfaction. Data were collected from 215 respondents in Serbia during November and December 2025. Correlation analysis demonstrated a very strong association between perceptions of green practices and guest satisfaction. Regression analysis further confirmed that green practices significantly predict satisfaction, explaining 86% of its variance. These results highlight the central role of sustainability initiatives in shaping guest satisfaction and experience, suggesting that credible and visible environmental practices are essential for enhancing satisfaction and fostering loyalty in the hospitality sector.
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References
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Khalil, N., Che Abdullah, S.N., Haron, S.N., Hamid, M.Y. (2024). A review of green practices and initiatives from stakeholder’s perspectives towards sustainable hotel operations and performance impact. Journal of Facilities Management, Vol. 22, No. 4, 653-682. https://doi.org/10.1108/
JFM-03-2022-0025
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j.ijhm.2017.09.005
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Singh, N., Cranage, D., Lee, S. (2014). Green strategies for hotels: Estimation of recycling benefits. International Journal of Hospitality Management, Vol. 43, 13-22. https://doi.org/10.1016/j.ijhm.2014.07.006
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Tang, C.M.F., Lam, D. (2017). The role of extraversion and agreeableness traits on Gen Y’s attitudes and willingness to pay for green hotels. International Journal of Contemporary Hospitality Management, Vol. 29, No. 1, 607-623. https://doi.org/10.1108/IJCHM-02-2016-0048
Tran, D. V., Nguyen, D. M., Nguyen, T. (2024). Fostering green customer citizenship behavioral intentions through green hotel practices: the roles of pride, moral elevation, and hotel star ratings. Journal of Sustainable Tourism, 1-21. https://doi.org/10.1080/09669582.2024.2316296
Verma, K.V., Chandra, B. (2017). An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner Production, Vol. 172, 1152-1162. https://doi.org/
10.1016/j.jclepro.2017.10.047
10.1108/IJCHM-09-2018-0742
Barakagira, A., Paapa, C. (2024). Green practices implementation for environmental sustainability by five-star hotels in Kampala, Uganda. Environment, Development and Sustainability, Vol. 26, 9421-9437. https://doi.org/10.1007/s10668-023-03101-7
Camilleri Fenech, M. (2024). The Management of Waste in Large Chain Hotels: A Review of Corporate Sustainability Reporting. IntechOpen. https://doi.org/10.5772/intechopen.1007113
Chang, N. J., Fong, C. M. (2010). Green product quality, green corporate image, green customer satisfaction, and green customer loyalty. African Journal of Business Management, Vol. 4, No. 13, 2836-2844.
Chang, R., Chanda, R. C., Vafaei-Zadeh, A., Hanifah, H., Gui, A. (2024). Assessing Green Practices on Eco-Friendly Hotel Customer Loyalty: A Partial Least Squares Structural Equation Modeling and Fuzzy-Set Qualitative Comparative Analysis Hybrid Approach. Sustainability, Vol. 16, No. 9, 3834. https://doi.org/10.3390/su16093834
Gössling, S. (2002). Global environmental consequences of tourism. Global Environmental Change, Vol. 12, No. 4, 283-302. https://doi.org/10.1016/S0959-3780(02)00044-4
Ham, S., Lee, S. (2011). US restaurant companies’ green marketing via company websites: impact on financial performance. Tourism Economics, Vol. 17, No. 5, 1055-1069. https://doi.org/10.5367/te.2011.0066
Han, H., Hsu, L.T., Lee, J.S., Sheu, C. (2011). Are lodging customers ready to go green? An examination of attitudes, demographics, and eco-friendly intentions. International Journal of Hospitality Management, Vol. 30, No. 2, 345-355. https://doi.org/10.1016/j.ijhm.2010.07.008
Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research. Journal of Sustainable Tourism, Vol. 29, No. 7, 1021-1042. https://doi.org/10.1080/09669582.2021.1903019
Huang, S., Wang, X., Qu, H. (2025). The influence of peer-to-peer accommodation platforms’ green marketing on consumers’ pro-environmental behavioural intention. International Journal of Contemporary Hospitality Management, Vol. 37, No. 3, 976-996. https://doi.org/10.1108/IJCHM-02-2024-0211
Khalil, N., Che Abdullah, S.N., Haron, S.N., Hamid, M.Y. (2024). A review of green practices and initiatives from stakeholder’s perspectives towards sustainable hotel operations and performance impact. Journal of Facilities Management, Vol. 22, No. 4, 653-682. https://doi.org/10.1108/
JFM-03-2022-0025
Laroche, M., Bergeron, J., Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, Vol. 18, No. 6, 503-520. https://doi.org/10.1108/EUM0000000006155
Lee, W.-H., Cheng, C.-C. (2018). Less is more: A new insight for measuring service quality of green hotels. International Journal of Hospitality Management, Vol. 68, 32-40. http://dx.doi.org/10.1016/
j.ijhm.2017.09.005
Merli, R., Preziosi, M., Acampora, A., Ali, F. (2019). Why should hotels go green? Insights from guests experience in green hotels. International Journal of Hospitality Management, Vol. 81, 169-179. https://doi.org/10.1016/j.ijhm.2019.04.022
Nimri, R., Patiar, A., Kensbock, S. (2017). A green step forward: Eliciting consumers’ purchasing decisions regarding green hotel accommodation in Australia. Journal of Hospitality and Tourism Management, Vol. 33, 43-50. https://doi.org/10.1016/j.jhtm.2017.09.006
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. Cambridge, Routledge.
Singh, N., Cranage, D., Lee, S. (2014). Green strategies for hotels: Estimation of recycling benefits. International Journal of Hospitality Management, Vol. 43, 13-22. https://doi.org/10.1016/j.ijhm.2014.07.006
Stolyarchuk, V. (2023). Opportunity of the accommodation establishment development: a need for nature-based services and eco-friendly activity. Journal of Tourism Futures, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JTF-09-2022-0218
Tang, C.M.F., Lam, D. (2017). The role of extraversion and agreeableness traits on Gen Y’s attitudes and willingness to pay for green hotels. International Journal of Contemporary Hospitality Management, Vol. 29, No. 1, 607-623. https://doi.org/10.1108/IJCHM-02-2016-0048
Tran, D. V., Nguyen, D. M., Nguyen, T. (2024). Fostering green customer citizenship behavioral intentions through green hotel practices: the roles of pride, moral elevation, and hotel star ratings. Journal of Sustainable Tourism, 1-21. https://doi.org/10.1080/09669582.2024.2316296
Verma, K.V., Chandra, B. (2017). An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner Production, Vol. 172, 1152-1162. https://doi.org/
10.1016/j.jclepro.2017.10.047
Published
2026-10-16
How to Cite
Huremović, D., Ostojić, B., & Cvijanović, D. (2026). PERCEPTIONS OF GREEN HOTEL PRACTICES AND THEIR IMPACT ON GUEST SATISFACTION. Tourism International Scientific Conference Vrnjačka Banja - TISC, 9(1), 37-47. https://doi.org/10.52370/TISC2637DH
Section
Articles
