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Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns

Author

Listed:
  • Pere Mercadé Melé

    (Department of Statistics and Econometrics, University of Malaga, Campus el Ejido s/n, 29071 Malaga, Spain)

  • Jesús Molina Gómez

    (Department of Economics and Business, University of Malaga, Campus el Ejido s/n, 29071 Malaga, Spain)

  • Maria José Sousa

    (Department of Political Science and Public Policies, ISCTE-Instituto Universitário de Lisboa, 1649-026 Lisboa, Portugal
    CinTurs, Algarve University, 8005-139 Faro, Portugal)

Abstract

This study set a model to predict the effect of corporate social responsibility and green image on visit intention in small and medium-size towns (SMST). At present, there is a keen social awareness towards environmental problems, and cities are required to reduce their ecological footprint and make more sustainable use of natural resources. Increasingly, tourists are considering “green options” in their decision making. The questionnaire responses, obtained from a sample of 221 tourism in Malaga town (Spain) were analyzed using a Structural Equation Modelling (SEM) to test the research hypothesis related to the positive influence of sustainability practices, green image, trust with the intention of revisiting related to the loyalty of the destination. This study shows that there is a positive relationship between sustainability practices and re-visit intention and between the green image and re-visit intention, both directly and indirectly, through trust. Also, the fact that this relationship is more significant if it is part of the green image than if it is part of sustainability actions. To practice, this study provides managerial implications to help executives adopt green actions, thanks to their positive effects on tourist loyalty and the different way of manifesting this loyalty.

Suggested Citation

  • Pere Mercadé Melé & Jesús Molina Gómez & Maria José Sousa, 2020. "Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns," Sustainability, MDPI, vol. 12(3), pages 1-11, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:3:p:930-:d:313529
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    Cited by:

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    3. José Manuel Mariño-Romero & José Manuel Hernández-Mogollón & Ana María Campón-Cerro & José Antonio Folgado-Fernández, 2020. "Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables," Sustainability, MDPI, vol. 12(7), pages 1-15, April.
    4. Montserrat Boronat-Navarro & José A. Pérez-Aranda, 2020. "Analyzing Willingness to Pay More to Stay in a Sustainable Hotel," Sustainability, MDPI, vol. 12(9), pages 1-17, May.
    5. Marek Nowacki & Joanna Kowalczyk-Anioł & Yash Chawla, 2023. "Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India," Sustainability, MDPI, vol. 15(10), pages 1-17, May.
    6. Sebastian Molinillo & Pere Mercadé-Melé & Teresa De Noronha, 2020. "Cause-Related Marketing Influence on Consumer Loyalty in a Medium-Sized City," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    7. Hong Tian & Danni Suo, 2021. "The Trickle-Down Effect of Responsible Leadership on Employees’ Pro-Environmental Behaviors: Evidence from the Hotel Industry in China," IJERPH, MDPI, vol. 18(21), pages 1-17, November.

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