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Investigating the Role of Green Hotel Sustainable Strategies to Improve Customer Cognitive and Affective Image: Evidence from PLS-SEM and fsQCA

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  • Islam Elbayoumi Salem

    (College of Applied Sciences-Salalah, University of Technology and Applied Sciences, Salalah 211, Oman
    Faculty of Tourism and Hotels, Alexandria University, Alexandria 21526, Egypt)

  • Ahmed Mohamed Elbaz

    (College of Applied Sciences-Salalah, University of Technology and Applied Sciences, Salalah 211, Oman
    Faculty of Tourism and Hotels, University of Sadat City, Sadat City 32897, Egypt)

  • Alamir Al-Alawi

    (College of Applied Sciences-Salalah, University of Technology and Applied Sciences, Salalah 211, Oman)

  • Nasser Alhamar Alkathiri

    (College of Applied Sciences-Salalah, University of Technology and Applied Sciences, Salalah 211, Oman)

  • Kareem A. Rashwan

    (Al-Alson Institute for Tourism and Computer, Cairo 11765, Egypt
    Faculty of Tourism and Hospitality, King Salman International University, South Sinai 46618, Egypt)

Abstract

Partial least square structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were used to uncover the determinants of customers’ overall positive image of green hotels, which can affect behavioral intentions. A sample of 323 customers of 54 four- and five-star “green” hotels in the Sultanate of Oman were surveyed. The findings can explain the complex process shaping customers’ perceived image. The fsQCA analysis shows that the overall positive image of green hotels was driven by the interaction of two core conditions, environmental values and cognitive image, and one peripheral condition, low-carbon knowledge. Together, these factors are sufficient to form a favorable image of eco-hotels and could make a favorable affective image unnecessary. The PLS-SEM approach clarifies that this process takes place through an indirect mechanism wherein environmental values and low-carbon knowledge shape customers’ cognitive image, which then boosts the overall positive image of eco-hotels. Such comprehensive insights address the gap in the body of literature vis à vis the influence of customers’ psychological factors through cognitive and affective images. Theoretical and practical implications are examined.

Suggested Citation

  • Islam Elbayoumi Salem & Ahmed Mohamed Elbaz & Alamir Al-Alawi & Nasser Alhamar Alkathiri & Kareem A. Rashwan, 2022. "Investigating the Role of Green Hotel Sustainable Strategies to Improve Customer Cognitive and Affective Image: Evidence from PLS-SEM and fsQCA," Sustainability, MDPI, vol. 14(6), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:6:p:3545-:d:773437
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    Cited by:

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    2. Zakaria Elkhwesky, 2022. "A systematic and major review of proactive environmental strategies in hospitality and tourism: Looking back for moving forward," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3274-3301, November.
    3. Alamir Al-Alawi & Sohail Amjed & Ahmed Mohamed Elbaz & Nasser Alhamar Alkathiri, 2023. "The Anatomy of Entrepreneurial Failure: Antecedents of the Performance Failure Appraisal Inventory and the Role of Social Support," Sustainability, MDPI, vol. 15(9), pages 1-16, May.
    4. Hany Hosny Abdelhamied & Ahmed Mohamed Elbaz & Bassam Samir Al-Romeedy & Tamer Mohamed Amer, 2023. "Linking Green Human Resource Practices and Sustainable Performance: The Mediating Role of Job Satisfaction and Green Motivation," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    5. Sergej Gricar & Violeta Šugar & Jasmina Starc, 2023. "Interrelationships among Tourism, Economic, and Environmental Time Series—The Case of Slovenia," Sustainability, MDPI, vol. 15(19), pages 1-20, October.
    6. Qian-Qian Huang & Hong-Jian Qu & Pei Li, 2022. "The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention," Sustainability, MDPI, vol. 14(14), pages 1-20, July.
    7. Theerasak Nitlarp & Theeraya Mayakul, 2023. "The Implications of Triple Transformation on ESG in the Energy Sector: Fuzzy-Set Qualitative Comparative Analysis (fsQCA) and Structural Equation Modeling (SEM) Findings," Energies, MDPI, vol. 16(5), pages 1-26, February.

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