Examining an integrated model of green image, perceived quality, satisfaction, trust, and loyalty in upscale hotels

This study considered a comprehensive model for understanding how green image, perceived quality (PQ), guest satisfaction, and trust simultaneously influence guests' loyalty/behavioral intention. The relationships between the proposed constructs/variables were tested using partial least squares structural equation modeling (PLS-SEM) based on data collected from 200 UK travelers who stayed at upscale hotels in Europe. Results show that green image has an indirect positive effect on guests' loyalty mediated through perceived quality (PQ) and trust, with PQ in turn influencing loyalty indirectly through satisfaction and trust. These results help to demystify the causal relationships among the investigated constructs/variables, suggesting in particular that a hotel's green/eco-friendly image positively influences guests' perception of a hotel's products and services as well as establishing the role of PQ, satisfaction, and trust as mediators of green image as a determinant of guest loyalty.