Evaluating the Impact of Green Practices on Hotel Guest Satisfaction: The Mediating Role of Perceived Motives and Service Outcomes

This study evaluates the impact of green practices on hotel guest satisfaction, focusing on the mediating role of perceived motives and service outcomes. As environmental sustainability becomes increasingly important to consumers, hotels are adopting green initiatives such as energy conservation, waste reduction, and eco-friendly products to appeal to eco-conscious guests. However, the effectiveness of these practices in enhancing guest satisfaction is influenced by how guests perceive the motives behind them. When guests believe that green practices are driven by genuine environmental concerns, they are more likely to view them favorably, resulting in higher satisfaction levels. Conversely, if these practices are perceived as merely marketing strategies, they may lead to skepticism and lower satisfaction. Additionally, service outcomes, such as the quality of amenities, comfort, and overall guest experience, play a crucial role in shaping the relationship between green practices and satisfaction. Positive service outcomes can amplify the effect of green practices, whereas negative service outcomes, such as decreased comfort or reduced service quality, can diminish their impact. This research uses a mixed-methods approach, combining quantitative surveys and qualitative interviews with hotel guests who have experienced eco-friendly practices, to assess the relationships between green initiatives, perceived motives, service outcomes, and satisfaction. The study employs Structural Equation Modeling (SEM) to analyze the direct and indirect effects of green practices on satisfaction, mediated by perceived motives and service outcomes. The findings highlight the importance of authentic green practices, high-quality service, and effective communication in enhancing guest satisfaction. The results suggest that hotels that effectively integrate sustainability into their service offerings, while ensuring high service standards and transparent communication of their environmental motives, can significantly enhance guest satisfaction and loyalty. This research provides valuable insights for hotel managers seeking to leverage green practices to improve customer experience and brand reputation.