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‘Green’ practices and value co-creation: does guest culture make a difference?

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  • María Eugenia Ruiz-Molina
  • Irene Gil-Saura
  • Mihaela Simona Moise
  • Antonio Marín-García

Abstract

In an increasingly competitive environment, many hotels have implemented sustainable practices and have actively involved the guests in the generation of unique experiences through the value co-creation process. In this sense, this paper aims at analysing the impact of ‘green’ practices and value co-creation on hotel image, guest trust, satisfaction, and loyalty, and to assess the moderating role of culture, conceived as related to guest nationality. To test the model, a quantitative method based on a sample of 611 guests from Spain and Colombia was used. Our results indicated that there are significant differences based on the guests´ nationality regarding the effects of value co-creation and image on trust, image on satisfaction, and satisfaction on loyalty. These findings will allow hotel management to have a better understanding of tourists when designing their corporate strategies.

Suggested Citation

  • María Eugenia Ruiz-Molina & Irene Gil-Saura & Mihaela Simona Moise & Antonio Marín-García, 2023. "‘Green’ practices and value co-creation: does guest culture make a difference?," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 36(2), pages 2106274-210, December.
    • Handle: RePEc:taf:reroxx:v:36:y:2023:i:2:p:2106274
    DOI: 10.1080/1331677X.2022.2106274
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