Implications of value co-creation in green hotels: the Moderating Effect of Trip Purpose and Generational Cohort
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Implications of value co-creation in green hotels: the Moderating Effect of Trip Purpose and Generational Cohort

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Implications of value co-creation in green hotels: the Moderating Effect of Trip Purpose and Generational Cohort

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dc.contributor.author Simona Moise, Michaela
dc.contributor.author Gil Saura, Irene
dc.contributor.author Ruiz-Molina, María Eugenia
dc.date.accessioned 2022-05-03T08:10:41Z
dc.date.available 2022-05-04T04:45:05Z
dc.date.issued 2020 es_ES
dc.identifier.uri https://hdl.handle.net/10550/82525
dc.description.abstract Recently, great interest in value co-creation has been revealed among both academics and practitioners in the hotel sector. However, few studies are analyzing the consequences of co-creation behavior from the customer perspective in “green” (environmentally-friendly) hotels. This study explores the relationships between value co-creation and guest trust, satisfaction, and loyalty in the context of green hotels. Moreover, the role of trip purpose and generational cohort as moderating variables in these relationships is tested. The data are collected through a personal survey from 309 Spanish hotel guests, and the partial least square structural equation model (PLS-SEM) is employed to test the research hypotheses. The results of this study reveal that guest participation in the hotel’s process of value co-creation positively affects guests’ trust, satisfaction, and loyalty. Additionally, both trust and satisfaction are positively linked with customer loyalty. The findings here also suggest that only customers’ age moderates some of the relationships considered (i.e., trust–loyalty and satisfaction–loyalty). To practice, this study provides managerial implications to help hoteliers use value co-creation to develop competitive strategies that will generate more value for tourists due to the positive effects of these strategies on tourist trust, satisfaction, and loyalty. es_ES
dc.language.iso en es_ES
dc.source Moise MS, Gil-Saura I, Ruiz-Molina M-E. Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability. 2020; 12(23):9866. es_ES
dc.subject value co-creation es_ES
dc.subject trust es_ES
dc.subject satisfaction es_ES
dc.subject loyalty es_ES
dc.subject environmental-friendly hotels es_ES
dc.subject trip purpose es_ES
dc.title Implications of value co-creation in green hotels: the Moderating Effect of Trip Purpose and Generational Cohort es_ES
dc.type info:eu-repo/semantics/article es_ES
dc.subject.unesco UNESCO::CIENCIAS ECONÓMICAS es_ES
dc.identifier.doi https://doi.org/10.3390/su12239866 es_ES
dc.accrualMethod S es_ES
dc.embargo.terms 0 days es_ES

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