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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

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.citation	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.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.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	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.3390/su12239866	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES